Elements and Context of A Consumer's Republic Lizabeth Cohen’s books “A Consumer’s Republic” argues that post-war America was deeply affected by mass consumerism and new trends in marketing, purchasing, home-ownership, and personal identities. This report describes the goals and source material of the author, as well as providing a summary of her narrative, a personal reflection on it, and an analysis of her place within historical and scholarly study of this period. Author goals and source material In the prologue to the book, the author describes her highly typical (for a middle-class white family) upbringing in various east coast suburbs in the 1960s and 70s. Because consumerism and mass-marketing are aimed primarily at large demographic …show more content…
This change, she argues, was largely a function of the shift to mass consumerism, rather than merely an effect of the Cold War (Cohen 8). The theoretical basis for these ideas were found, by Cohen, in earlier writers such as Thorstein Veblen, who developed the concept of ‘conspicuous consumption’ at the end of the 19th century, and economist Simon Patten, who showed how consumerism helped Americans to move beyond ethnic and racial barriers (Cohen 10). Other thinkers who developed these ideas, such as David Potter, E. Franklin Frazier, John Kenneth Galbraith and David Riesman also contribute to Cohen’s background of research, and the development of her thesis (Cohen 13). She uses her title “Consumer’s Republic” as a catch-all phrase describing the economic/political/cultural post-war effort to unite the country with shared values, and expand its economic prosperity and political …show more content…
Cohen also skillfully demonstrated the distinction between what was promised to the American public and what was delivered and thus encapsulated several cultural elements of the period and many different perspectives under one overarching concept: the consumer’s republic. Most interesting of all, personally, was the discussion in part four of the political adoption of market segmentation. The rise of political extremism, anger, and personal identification with political parties which is perhaps more intense today than ever, stems from this shift in political strategies, which itself was inspired by new ideas in the marketing of products. It seems clear that the rise of partisan news outlets is a very contemporary expression of this same trend. The corporations running these channels, stations, and websites, have clearly learned the lesson that it is more profitable to orient ‘news’ and stories toward a particular group, than to attempt to appeal to the whole country through unbiased
Michael Parenti (2002) declares media in the United States is no longer “free, independent, neutral and objective.” (p. 60). Throughout his statement, Parenti expresses that media is controlled by large corporations, leaving smaller conglomerates unable to compete. The Telecommunications Act, passed in 1996, restricted “a single company to own television stations serving more than one-third of the U.S. public,” but is now overruled by greater corporations. (p. 61). In his opinion, Parenti reveals that media owners do not allow the publishing of stories that are not beneficial and advantageous. Parenti supports his argument very thoroughly by stating how the plutocracy takes control over media in multiple ways: television, magazines, news/radio broadcasting, and other sources.
To an extent Britain’s post-war years could be described as affluent. Consumption patterns in the mid twentieth century included the emergence of new household goods as well as the popular dominance of the motor car. Amongst modernisation the term of ‘teenager’ emerged as one of Britain’s main consumers. Leisure patterns embraced the contemporary appliances such as the dominance of television, the choice of cinema showings as well as the effect of Americanisation. Consumerism fever invaded all sectors of society as more and more people had better paid jobs and more free time. However in describing Britain’s post-war society it is important how we define the terms. Consumption is how the British people absorbed the modern possessions of the household and how they influenced their free time. Consumption also includes how modern trappings affected peoples lives. Leisure patterns describe what seized the attention of the public as a whole and that most of the population had more time to spend as they wished. Affluence describes the prosperity of society and how they have a great deal of wealth. Although Britain did prosper during the post war period, it is inaccurate to describe British society as affluent.
However, American consumerism was praised as contributing to the ultimate success of the American way of life. People wanted televisions, cars, washing machines, refrigerators, toasters, and vacuum cleaners (PBA). Between 1945 and 1949, Americans purchased 20 million refrigerators, 21.4 million cars, and 5.5 million stoves (PBS).... ... middle of paper ...
...aily life in the United States during the 1920s and 30s is a relatively complete one. Kyvig captivates the reader with his abundance of facts, while still allowing the reader to do some thinking of their own. This book would most likely be used for someone who is researching the titular topic of daily life. However, almost everyone can benefit from reading this book. It allows people in modern America to look back upon the things which we now take for granted. It shows the hardships that Americans have been forced to endure and shows how timeless our perseverance is.
...ime period in American history. The country had bounced all the way to its feet and was going stronger than it had in two decades. Men were coming home from war, eager to start families and be good American consumers. One could go on with a peaceful conscience knowing that the automobile that he just purchased was bought in good faith: it would help support the economy, create jobs, and contribute to better opportunities for Americans. Or so one believed. Living in the suburbs suddenly became an attraction that appealed to returning veterans. Neighborhoods near schools and churches were ideal places to raise kids, and start a family. The middle-class family was evolving at a speedy pace that was taking families away from large cities at an even quicker pace. To own your own home, have your own car, and raise your family in the suburbs was the “all American” dream.
At the end of World War II, American culture experienced an overhaul that ushered in a period of complacency beneath which paranoia seethed. A generation that had lived through the privations of the Depression and the horrors of world war was now presented with large suburban homes, convenient and impressive appliances, and pre-packaged entertainment. Such wonders so soon after extended hard times were greeted enthusiastically and even treated with a sense of awe. They may have encouraged few distinctions among the middle class -- the houses in a suburb were generally as identical as hamburgers at McDonald's -- but they represented a wealth to which few had before enjoyed access. Life became automated, with dishwashers cleaning up after dinner and air conditioning easing mid-summer heat. The new conveniences left more time for families to absorb the new mass culture presented through television, records, and Spillane novels. Excitement over the new conveniences and entertainment led America to increasingly become an acquiring society. To my parents' generation, childhood in the 50s was a time when people were generally pleased with themselves and with the...
In 1959, American Vice President Richard Nixon and Soviet Premier Nikita Khrushchev came together at the American National Exhibition in Moscow, a “showcase of American consumer goods” (May 18), for “one of the most noted verbal sparring matches of the century,” aptly coined the “kitchen debate” (16). As Khrushchev applauded the Communist system and its hardworking women, Nixon “extolled the virtues of the American way of life” (16), emphasizing America’s “successful breadwinners supporting attractive homemakers in affluent suburban homes” (18). Although Nixon’s emphasis upon the suburban lifestyle may have successfully displayed America’s superiority in consumer goods, Nixon grossly “exaggerated the availability of the suburban home” (20). For many black Americans, despite postwar socioeconomic gains, the domestic suburban dream was difficult, if not impossible, to obtain because “race made them outcasts in the suburban housing market” (Wiese 99). If the model American home represented the “essence of American freedom,” clearly it was a freedom withheld from a significant portion of America’s population (May 16).
The Consumers’ Republic began in 1933 when Franklin Roosevelt launched the New Deal to fix the American economy after the Great Depression. The New Deal allowed more government intervention to strategically invest in industries which created more production and jobs opportunities. The New Deal was slow to fix the Great Depression, but when World War II came into play in 1937 production was booming and many jobs were created due to the need for military production. This era, called the age of mass consumption or “The Golden Age of Capitalism”, revitalized the health of the American economy, but was also an ideological weapon in the political struggle of the Cold War era. The United States explained how the mass consumption of cars, new homes,
There are many people who are driven by consumerism, and many people who wish they could get in touch with that type of world. Consumers are often encouraged to advertise more of the products that they are buying to get more people to buy more products. Hari Kunzru, author of “Raj, Bohemian,” creates a narrator who is obsessed with maintaining his individuality and free will in a world that is overcome with consumerism. Believes that the world takes away individuality when consumerism comes into play and how hard it is to maintain their true self. In her LA Times article “Teen Haulers Create a Fashion Force,” Andrea Chang writes about the phenomenon of teenage YouTube users who make videos that publicize their latest shopping binges.
America’s current standard of living is going to cause our demise. Consumerism is a problem throughout Americans culture since mass production began in the late nineteenth century. The obsession with consumerism has led to mindless wastes of resources, a diseased society and economic instability. Rick Wolff, a professor of economics at University of Massachusetts, states “economics of capitalism spread consumerism—now uncontrolled, ecologically harmful, and fiscally disastrous—throughout the United States”. Wolff’s viewpoint on consumerism aligns with mine. Believing that an economy based on promoting endless consumption is volatile and unsustainable. Consumerism can be analyzed and seen to be embedded by corporations and politicians.
On the heels of war, new technology caused a decrease in prices of goods in the 1920’s and in the 1950’s the GI Bill increased income. The bureaucratization of business in the 1920’s meant that more people could be employed in higher paying white-collar jobs than before, including, for the first time, housewives. This new income combined with the reduced prices for goods that resulted from mechanized production, assembly lines and a general decrease of the cost of technology created a thriving consumerist middle class that went on to fuel the economy in all sectors, especially the upper classes. Likewise, during World War II Americans saved up around 150 billion dollars, and this sum combined with the income of the GI Bill allowed normal people to buy expensive things, from houses to cars to electronics to educations at a rapid rate, fueling the trademark prosperity of the 1950’s. The new automobile culture of the 50’s spawned new businesses that catered to mobile Americans, such as nicer and more standardized hotels like Holiday Inn, and drive-up restaurants like McDonalds. Just as the culture of the 1920’s was transfo...
In the essay The Chosen People, Stewart Ewen, discusses his perspective of middle class America. Specifically, he explores the idea that the middle class is suffering from an identity crisis. According to Ewen’s theory, “the notion of personal distinction [in America] is leading to an identity crisis” of the non-upper class. (185) The source of this identity crisis is mass consumerism. As a result of the Industrial Revolution and mass production, products became cheaper and therefore more available to the non-elite classes. “Mass production was investing individuals with tools of identity, marks of personhood.” (Ewen 187) Through advertising, junk mail and style industries, the middle class is always striving for “a stylistic affinity to wealth,” finding “delight in the unreal,” and obsessed with “cheap luxury items.” (Ewen 185-6) In other words, instead of defining themselves based on who they are on the inside, the people of middle class America define themselves in terms of external image and material possessions.
After World War I and during the 1920s, America’s economy was growing to be the best in the world. Consumerism had led to the increase in purchases made by Americans and the amount of products that had been produced. Some of the consumer goods that were now in demand had included the automobile,
Sassatelli, R. (2007). Consumer Culture: History, Theory and Politics, London: Sage, Page 30, Page 126, Page 132, Page 133
Diana Kendall. “Framing Class, Vicarious Living and Conspicuous Consumption”. Colombo, “Rereading America”. Bedfords/St.Martin. Boston, New York, 2010. 330-348