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American	
  Culture	
  in	
  the	
  1950s	
  



Art	
  109A:	
  	
  Contemporary	
  Art	
  	
  
Westchester	
  Community	
  College	
  
Fall	
  2012	
  
Dr.	
  Melissa	
  Hall	
  
America	
  in	
  the	
  1950s	
  
    The	
  United	
  States	
  emerged	
  from	
  World	
  
    War	
  II	
  with	
  a	
  booming	
  economy	
  and	
  a	
  
    new	
  sense	
  of	
  global	
  importance.	
  

“America	
  at	
  this	
  moment,”	
  said	
  the	
  former	
  BriVsh	
  
Prime	
  Minister	
  Winston	
  Churchill	
  in	
  1945,	
  “stands	
  at	
  
the	
  summit	
  of	
  the	
  world.”	
  	
  During	
  the	
  1950s,	
  it	
  was	
  
easy	
  to	
  see	
  what	
  Churchill	
  meant.	
  The	
  United	
  States	
  
was	
  the	
  world’s	
  strongest	
  military	
  power.	
  Its	
  economy	
  
was	
  booming,	
  and	
  the	
  fruits	
  of	
  this	
  prosperity–new	
  
cars,	
  suburban	
  houses	
  and	
  other	
  consumer	
  goods–
were	
  available	
  to	
  more	
  people	
  than	
  ever	
  before.	
  
However,	
  the	
  1950s	
  were	
  also	
  an	
  era	
  of	
  great	
  conflict.	
  
For	
  example,	
  the	
  nascent	
  civil	
  rights	
  movement	
  and	
  
the	
  crusade	
  against	
  communism	
  at	
  home	
  and	
  abroad	
  
exposed	
  the	
  underlying	
  divisions	
  in	
  American	
  society.	
  
“The	
  1950s,”	
  History.com	
  




                                                                                USS	
  Steel	
  Ad,	
  Country	
  Gentleman,	
  September	
  1947	
  
                                                                                Image	
  source:	
  	
  hIp://www.flickr.com/photos/incidental-­‐ephemera/3301076481/	
  
America	
  in	
  the	
  1950s	
  
In	
  1952	
  President	
  Dwight	
  D.	
  
Eisenhower	
  was	
  elected	
  with	
  the	
  
promise	
  of	
  “peace	
  and	
  prosperity”	
  




                                                    President	
  Dwight	
  D.	
  Eisenhower	
  in	
  the	
  Oval	
  Office,	
  Feb.	
  29,	
  1956	
  
America	
  in	
  the	
  1950s	
  
Under	
  his	
  administraVon	
  faith	
  was	
  
restored	
  in	
  American	
  capitalism	
  




                                                    President	
  Dwight	
  D.	
  Eisenhower	
  in	
  the	
  Oval	
  Office,	
  Feb.	
  29,	
  1956	
  
America	
  in	
  the	
  1950s	
  
    The	
  “American	
  Dream”	
  made	
  the	
  
    capitalist	
  pursuit	
  of	
  material	
  wealth	
  a	
  
    patrioVc	
  ideal	
  and	
  an	
  expression	
  of	
  
    personal	
  freedom	
  

      “American	
  economic	
  success	
  hinged	
  
      on	
  mass	
  consumerism	
  .	
  .	
  .	
  .	
  
      Americans	
  were	
  urged	
  to	
  go	
  on	
  a	
  
      shopping	
  spree:	
  	
  buying	
  new	
  cars,	
  
      suburban	
  homes,	
  washing	
  
      machines,	
  refrigerators,	
  and	
  
      television	
  sets.”	
  
      Erika	
  Doss,	
  Twen8eth	
  Century	
  American	
  Art,	
  Oxford	
  
      History	
  of	
  Art,	
  Oxford	
  University	
  Press,	
  2002,	
  p.	
  125.	
  




1950	
  refrigerator	
  ad;	
  image	
  source:	
  	
                                      Image	
  source:	
  	
  hIp://todaysinspiraVon.blogspot.com/2006/11/a_er-­‐war-­‐suburbia.html	
  
hIp://www.marketworks.com/StoreFrontProfiles/
DeluxeSFItemDetail.aspx?sid=1&sfid=44192&c=102794&i=231907881	
  
America	
  in	
  the	
  1950s	
  
The	
  G.I.	
  Bill	
  offered	
  soldiers	
  substanVal	
  
benefits,	
  including	
  free	
  educaVon,	
  job	
  
training,	
  and	
  mortgage	
  and	
  business	
  
loans	
  




                                                              Returning	
  veterans	
  could	
  choose	
  from	
  school,	
  job,	
  business,	
  and	
  farm	
  
                                                              assistance	
  from	
  the	
  GI	
  Bill.	
  (Folder	
  13,	
  Box	
  36,	
  Defense	
  Council	
  Records,	
  OSA)	
  
                                                              Image	
  source:	
  	
  hIp://arcweb.sos.state.or.us/pages/exhibits/ww2/a_er/gi.htm	
  
America	
  in	
  the	
  1950s	
  
Returning	
  vets	
  married,	
  seIled	
  down,	
  
and	
  had	
  babies	
  -­‐-­‐	
  lots	
  of	
  them!	
  




                                                            A	
  veteran	
  and	
  his	
  wife	
  look	
  at	
  plans	
  and	
  dream	
  about	
  their	
  future	
  together	
  in	
  their	
  new	
  home	
  financed	
  
                                                            by	
  a	
  GI	
  Bill	
  loan.	
  (Folder	
  14,	
  Box	
  37,	
  Defense	
  Council	
  Records,	
  OSA)	
  
                                                            Image	
  source:	
  	
  hIp://arcweb.sos.state.or.us/exhibits/ww2/a_er/gi1.htm	
  
America	
  in	
  the	
  1950s	
  
Middle	
  class	
  expansion	
  led	
  to	
  the	
  
dramaVc	
  growth	
  of	
  suburbs	
  




 Image	
  source:	
  	
  
 hIp://www.capitalcentury.com/1951.html	
  




                                                       Bernard	
  Hoffmann,	
  for	
  Life	
  Magazine,	
  Bernard	
  Levey	
  Family	
  
                                                       Image	
  source:	
  	
  hIp://Vgger.uic.edu/~pbhales/LeviIown.html	
  
America	
  in	
  the	
  1950s	
  
The	
  family	
  car	
  became	
  a	
  conspicuous	
  
symbol	
  of	
  middle	
  class	
  prosperity	
  




 Vintage	
  automobile	
  ad	
  
 Image	
  source:	
  	
  
 hIp://www.graphicmania.net/30-­‐inspiring-­‐vintage-­‐
 adverVsements-­‐and-­‐creaVve-­‐direcVons/	
  




                                                          Vintage	
  automobile	
  ad	
  
                                                          Image	
  source:	
  	
  hIp://justoldcars.com/?p=2327	
  
America	
  in	
  the	
  1950s	
  
TV	
  became	
  the	
  center	
  of	
  family	
  life,	
  
and	
  a	
  prime	
  purveyor	
  of	
  the	
  “American	
  
Dream”	
  




Image	
  source:	
  	
  
hIp://www.flickr.com/photos/76438106@N07/                      Family	
  watching	
  television,	
  c.	
  1958	
  
galleries/72157629652639701	
                                 NaVonal	
  Archives	
  and	
  Records	
  AdministraVon	
  
America	
  in	
  the	
  1950s	
  
The	
  family	
  home	
  became	
  a	
  site	
  of	
  
consumpVon	
  for	
  new	
  products	
  that	
  
promised	
  a	
  golden	
  age	
  of	
  suburban	
  
domesVcity	
  




                                                         Vintage	
  appliance	
  ads	
  
                                                         Image	
  source:	
  	
  hIp://goldcountrygirls.blogspot.com/2011/08/rhapsody-­‐in-­‐blue-­‐appliances.html	
  
America	
  in	
  the	
  1950s	
  
The	
  home	
  itself	
  became	
  a	
  “machine	
  
for	
  living”	
  as	
  efficiency	
  and	
  modern	
  
design	
  replaced	
  the	
  cluIer	
  of	
  a	
  bygone	
  
era	
  




                                                               Image	
  source:	
  	
  
                                                               hIp://davidbuildsahouse.wordpress.com/2012/04/27/fiIed-­‐kitchens-­‐in-­‐the-­‐1950s-­‐and-­‐1960s/	
  
America	
  in	
  the	
  1950s	
  
Faith	
  in	
  progress	
  was	
  expressed	
  
through	
  the	
  popularity	
  of	
  modern	
  
design	
  in	
  everything	
  from	
  furniture	
  to	
  
toasters	
  and	
  cars	
  




                                                            Image	
  source:	
  	
  hIp://csales-­‐mylifestory.blogspot.com/2011/12/beIer-­‐homes-­‐and-­‐gardens-­‐1950s.html	
  
America	
  in	
  the	
  1950s	
  
Prosperity	
  bred	
  new	
  forms	
  of	
  leisure	
  
and	
  the	
  birth	
  of	
  the	
  family	
  vacaVon	
  




   Image	
  source:	
  	
  
   hIp://ranch-­‐wife.blogspot.com/2012/06/road-­‐trip-­‐
   homeward-­‐bound-­‐to-­‐california.html	
  


                                                            The	
  First	
  McDonald’s	
  franchise	
  opened	
  in	
  Des	
  Plaines,	
  Illinois,	
  1954.	
  	
  Photograph	
  by	
  andy	
  Felsenthal/
                                                            Corbis	
  .	
  	
  Image	
  source:	
  	
  
                                                            hIp://kids.britannica.com/comptons/art-­‐150940/The-­‐first-­‐McDonalds-­‐restaurant-­‐opened-­‐by-­‐Ray-­‐Kroc-­‐
                                                            was-­‐made	
  
America	
  in	
  the	
  1950s	
  
But	
  the	
  1950’s	
  was	
  also	
  a	
  period	
  of	
  
great	
  psychological	
  anxiety	
  




                                                               Time	
  Magazine	
  April	
  12	
  1954	
  
                                                               Image	
  source:	
  	
  hIp://www.Vme.com/Vme/covers/0,16641,19540412,00.html	
  
America	
  in	
  the	
  1950s	
  
The	
  Soviet	
  Union	
  detonated	
  its	
  first	
  
Atomic	
  bomb	
  in	
  1949,	
  launching	
  the	
  
Cold	
  War	
  




                                                         Russian	
  Atomic	
  Bomb	
  test,	
  Kazakhstan,	
  August	
  29,	
  1949	
  
                                                         Image	
  source:	
  	
  hIp://en.wikipedia.org/wiki/Soviet_atomic_bomb_project	
  
America	
  in	
  the	
  1950s	
  
In	
  the	
  same	
  year	
  a	
  communist	
  
government	
  was	
  installed	
  in	
  China	
  




                                                    Mao	
  Tse	
  Tung,	
  Time,	
  Feb	
  7,	
  1949	
  
                                                    Image	
  source:	
  	
  hIp://www.Vme.com/Vme/covers/0,16641,19490207,00.html	
  
America	
  in	
  the	
  1950s	
  
    The	
  Korean	
  War	
  (1950-­‐1953)	
  was	
  a	
  
    direct	
  outcome	
  of	
  the	
  Cold	
  War,	
  as	
  U.S.	
  
    forces	
  fought	
  to	
  stem	
  the	
  expansion	
  of	
  
    communism	
  




Image	
  source:	
  	
  
hIp://i8.photobucket.com/albums/a49/DougLoudenback/JimKyle/
KoreanWar/oklahoman_1950_06_25_arVcle.jpg	
  




                                                                       Image	
  source:	
  	
  
                                                                       hIp://wps.pearsoncustom.com/wps/media/objects/2428/2487068/atlas/atl_ah6_m004.html	
  
America	
  in	
  the	
  1950s	
  
Tensions	
  heated	
  up	
  again	
  in	
  1957	
  
when	
  the	
  Soviets	
  launched	
  Sputnik,	
  
the	
  first	
  earth	
  orbiVng	
  satellite	
  




                                                      Sputnik,	
  the	
  Soviet	
  satellite	
  that	
  launched	
  the	
  the	
  race	
  to	
  the	
  moon	
  
                                                      Image	
  source:	
  	
  hIp://apod.nasa.gov/apod/ap071004.html	
  
America	
  in	
  the	
  1950s	
  
America	
  responded	
  with	
  Explorer	
  1,	
  as	
  
the	
  Space	
  Race	
  took	
  the	
  Arms	
  Race	
  
into	
  outer	
  space	
  




      Explorer	
  1,	
  America’s	
  first	
  earth	
  satellite,	
  launched	
  
      January	
  31,	
  1958	
  
      Image	
  source:	
  	
  
      hIp://whiIleseaspacerace.wikispaces.com/Cold
      +War+and+Space+Race	
  


                                                                                   A	
  model	
  of	
  Explorer	
  1,	
  held	
  by	
  JPL's	
  Director	
  William	
  Pickering,	
  scienVst	
  James	
  Van	
  Allen	
  and	
  
                                                                                   rocket	
  pioneer	
  Wernher	
  von	
  Braun.	
  
                                                                                   Image	
  source:	
  	
  hIp://en.wikipedia.org/wiki/File:Explorer_1_conference.jpg	
  
America	
  in	
  the	
  1950s	
  
Fear	
  of	
  nuclear	
  Armageddon	
  was	
  
matched	
  by	
  widespread	
  anxiety	
  about	
  
the	
  spread	
  of	
  communism	
  




    Image	
  source:	
  	
  
    hIp://www.conelrad.com/books/print.php?
    id=267_0_1_0	
  

                                                      Cover	
  to	
  the	
  propaganda	
  comic	
  book	
  "Is	
  This	
  Tomorrow"'	
  published	
  in	
  1947	
  by	
  the	
  
                                                      CatecheVcal	
  Guild	
  
                                                      Wikipedia	
  
America	
  in	
  the	
  1950s	
  
This	
  was	
  the	
  era	
  of	
  Senator	
  Joseph	
  
McCarthy	
  who	
  led	
  a	
  witch	
  hunt	
  against	
  
alleged	
  communist	
  sympathizers	
  
within	
  the	
  US	
  State	
  Department	
  




     Senator	
  Joseph	
  McCarthy,	
  Time,	
  March	
  8,	
  
     1954	
  

                                                                  Hank	
  Walker,	
  Sen.	
  Joseph	
  McCarthy	
  swearing	
  in	
  author	
  Dashiell	
  HammeI	
  at	
  Senate	
  Permanent	
  
                                                                  InvesVgaVng	
  CommiIee	
  hearing	
  on	
  Communism,	
  1953.	
  HammeI	
  is	
  suspected	
  of	
  being	
  a	
  
                                                                  communist.	
  
                                                                  LIFE	
  
“During	
  the	
  1950s,	
  a	
  sense	
  of	
  uniformity	
  pervaded	
  
                                                     American	
  society.	
  Conformity	
  was	
  common,	
  as	
  
America	
  in	
  the	
  1950s	
                      young	
  and	
  old	
  alike	
  followed	
  group	
  norms	
  rather	
  
Conformity	
  was	
  at	
  the	
  heart	
  of	
      than	
  striking	
  out	
  on	
  their	
  own.	
  Though	
  men	
  and	
  
America’s	
  so-­‐called	
  “consensus	
  
culture”	
  
                                                     women	
  had	
  been	
  forced	
  into	
  new	
  employment	
  
                                                     paIerns	
  during	
  World	
  War	
  II,	
  once	
  the	
  war	
  was	
  
    “Americans	
  of	
  1950s	
  sought	
  
                                                     over,	
  tradiVonal	
  roles	
  were	
  reaffirmed.	
  Men	
  
    consensus-­‐-­‐everyone	
  should	
  fit	
        expected	
  to	
  be	
  the	
  breadwinners;	
  women,	
  even	
  
    into	
  an	
  "American"	
  mold,	
  those	
     when	
  they	
  worked,	
  assumed	
  their	
  proper	
  place	
  was	
  
    who	
  didn't	
  were	
  seen	
  as	
            at	
  home.	
  Sociologist	
  David	
  Riesman	
  observed	
  the	
  
    dangerous.”	
  
    hIp://mrfarshtey.net/notes/                      importance	
  of	
  peer-­‐group	
  expectaVons	
  in	
  his	
  
    The_1950s.pdf	
                                  influenVal	
  book,	
  The	
  Lonely	
  Crowd.	
  He	
  called	
  this	
  
                                                     new	
  society	
  "other-­‐directed,"	
  and	
  maintained	
  that	
  
                                                     such	
  socieVes	
  lead	
  to	
  stability	
  as	
  well	
  as	
  conformity.	
  
                                                     Television	
  contributed	
  to	
  the	
  homogenizing	
  trend	
  by	
  
                                                     providing	
  young	
  and	
  old	
  with	
  a	
  shared	
  experience	
  
                                                     reflecVng	
  accepted	
  social	
  paIerns.”	
  
                                                     hIp://usa.usembassy.de/etexts/history/ch11.htm	
  
America	
  in	
  the	
  1950s	
  

 “Humorously	
  depicVng	
  a	
  suburban	
  
 family	
  going	
  to	
  church,	
  Rockwell’s	
  
 slick	
  commercial	
  illustraVon	
  for	
  the	
  
 Saturday	
  Evening	
  Post	
  captured	
  the	
  
 conformism	
  of	
  1950s	
  America.	
  	
  Yet	
  
 it	
  also	
  hints	
  at	
  postwar	
  malcontent:	
  	
  
 the	
  male	
  breadwinner	
  of	
  this	
  
 middle-­‐class	
  household	
  hides	
  in	
  his	
  
 Eero	
  Saarinen	
  chair,	
  trying	
  to	
  
 escape	
  from	
  familial	
  and	
  social	
  
 obligaVons.”	
  
 Erika	
  Doss,	
  TwenVeth	
  Century	
  
 American	
  Art,	
  p.	
  141	
  




                                                               Norman	
  Rockwell,	
  Easter	
  Morning,	
  1959	
  
America	
  in	
  the	
  1950s	
  
   But	
  the	
  1950s	
  also	
  witnessed	
  an	
  
   emerging	
  “counter	
  culture”	
  that	
  
   rebelled	
  against	
  American	
  conformity.	
  	
  	
  



“The	
  decade	
  of	
  the	
  1950s	
  has	
  a	
  reputaVon	
  
as	
  an	
  age	
  of	
  poliVcal,	
  social,	
  and	
  cultural	
  
conformity.	
  Yet,	
  as	
  Professor	
  Alan	
  Brinkley	
  
states,	
  "An	
  acVvist	
  naVonal	
  agenda	
  
emerged	
  from	
  a	
  series	
  of	
  criVques	
  of	
  and	
  
protests	
  against	
  the	
  self-­‐saVsfied	
  public	
  
culture	
  of	
  middle-­‐class	
  America	
  in	
  the	
  
1950s.	
  The	
  acVvist	
  agenda	
  that	
  emerged	
  
helped	
  lay	
  the	
  groundwork	
  for	
  a	
  more	
  
acVvist	
  poliVcs	
  and	
  a	
  more	
  turbulent	
  and	
  
divisive	
  social	
  climate	
  in	
  the	
  1960s."	
  	
  
hIp://caho-­‐test.cc.columbia.edu//dbq/
11011.html	
  


                                                                       Norman	
  Rockwell,	
  Easter	
  Morning,	
  1959	
  
America	
  in	
  the	
  1950s	
  
William	
  H.	
  Whyte	
  criVcized	
  the	
  
conformism	
  of	
  American	
  corporate	
  
culture	
  in	
  The	
  Organiza8on	
  Man	
  –	
  
epitomized	
  by	
  the	
  image	
  of	
  the	
  “man	
  
in	
  the	
  flannel	
  suit”	
  




                                                            William	
  H.	
  Whyte’s	
  The	
  Organiza8on	
  Man,	
  1956	
  
America	
  in	
  the	
  1950s	
  

“Regarded	
  as	
  one	
  of	
  the	
  most	
  
important	
  sociological	
  and	
  business	
  
commentaries	
  of	
  modern	
  Vmes,	
  The	
  
Organiza8on	
  Man	
  developed	
  the	
  first	
  
thorough	
  descripVon	
  of	
  the	
  impact	
  of	
  
mass	
  organizaVon	
  on	
  American	
  society.	
  
During	
  the	
  height	
  of	
  the	
  Eisenhower	
  
administraVon,	
  corporaVons	
  appeared	
  
to	
  provide	
  a	
  blissful	
  answer	
  to	
  postwar	
  
life	
  with	
  the	
  markeVng	
  of	
  new	
  
technologies—television,	
  affordable	
  
cars,	
  space	
  travel,	
  fast	
  food—and	
  
lifestyles,	
  such	
  as	
  carefully	
  planned	
  
suburban	
  communiVes	
  centered	
  
around	
  the	
  nuclear	
  family.	
  William	
  H.	
  
Whyte	
  found	
  this	
  phenomenon	
  
alarming.”	
  
hIp://www.upenn.edu/pennpress/
book/13785.html	
  

                                                                William	
  H.	
  Whyte’s	
  The	
  Organiza8on	
  Man,	
  1956	
  
America	
  in	
  the	
  1950s	
  
“The	
  Catcher	
  in	
  the	
  Rye	
  is	
  a	
  1951	
  cult	
  novel	
  
wriIen	
  by	
  J.D.	
  Salinger.	
  It	
  .	
  .	
  .	
  became	
  a	
  instant	
  hit	
  
among	
  teenage	
  readers	
  for	
  its	
  themes	
  which	
  
includes	
  teenage	
  confusion,	
  angst,	
  alienaVon,	
  
language	
  and	
  rebellion.	
  Holden	
  Caufield,	
  the	
  
protagonist	
  and	
  anVhero	
  of	
  the	
  novel,	
  became	
  an	
  
icon	
  of	
  teenage	
  rebellion	
  .	
  .	
  .	
  The	
  novel	
  was	
  
published	
  at	
  a	
  Vme	
  when	
  the	
  American	
  industrial	
  
economy	
  was	
  burgeoning	
  making	
  the	
  naVon	
  
prosperous	
  and	
  entrenched	
  social	
  rules	
  served	
  as	
  
a	
  code	
  of	
  conformity	
  for	
  the	
  younger	
  generaVon.	
  
Many	
  readers	
  were	
  offended	
  because	
  of	
  
Salinger’s	
  usage	
  of	
  slang	
  and	
  profanity	
  and	
  also	
  
because	
  of	
  the	
  discussion	
  of	
  adolescent	
  sexuality	
  
in	
  a	
  complex	
  and	
  open	
  way	
  .	
  .	
  .	
  In	
  the	
  face	
  of	
  
cultural	
  oppression,	
  Holden	
  Caulfield,	
  was	
  seen	
  as	
  
a	
  symbol	
  of	
  pure,	
  unfeIered	
  individuality	
  by	
  
many	
  readers.	
  
Catcher	
  In	
  The	
  Rye	
  –	
  J.	
  D.	
  Salinger	
  |	
  Suite101.com	
  hIp://
suite101.com/arVcle/catcher-­‐in-­‐the-­‐rye-­‐-­‐j-­‐d-­‐salinger-­‐
a392569#ixzz1yv5xXe73	
  


                                                                                              J.D.	
  Salinger,	
  The	
  Catcher	
  in	
  the	
  Rye,	
  1951	
  	
  
America	
  in	
  the	
  1950s	
  
Many	
  expressed	
  concern	
  about	
  the	
  
growing	
  power	
  of	
  mass	
  media	
  




Typical	
  American	
  family	
  gathered	
  around	
  TV,	
  which	
  
displays	
  John	
  F.	
  Kennedy's	
  face,	
  to	
  watch	
  debate	
  
between	
  Kennedy	
  &	
  Richard	
  Nixon	
  during	
  presidenVal	
  
elecVon,	
  1960	
  
LIFE	
  




                                                                            Image	
  source:	
  	
  hIp://www.tvshowsondvd.com/news/Father-­‐Knows-­‐Best-­‐Season-­‐1/8782	
  
America	
  in	
  the	
  1950s	
  
   Vance	
  Packard	
  aIacked	
  adverVsing	
  
   and	
  TV	
  as	
  agents	
  of	
  social	
  conformism	
  

“In	
  The	
  Hidden	
  Persuaders,	
  first	
  published	
  in	
  
1957,	
  Packard	
  explores	
  the	
  use	
  of	
  consumer	
  
moVvaVonal	
  research	
  and	
  other	
  
psychological	
  techniques,	
  including	
  depth	
  
psychology	
  and	
  subliminal	
  tacVcs,	
  by	
  
adverVsers	
  to	
  manipulate	
  expectaVons	
  and	
  
induce	
  desire	
  for	
  products,	
  parVcularly	
  in	
  
the	
  American	
  postwar	
  era.	
  He	
  idenVfied	
  
eight	
  "compelling	
  needs"	
  that	
  adverVsers	
  
promise	
  products	
  will	
  fulfill.	
  According	
  to	
  
Packard	
  these	
  needs	
  are	
  so	
  strong	
  that	
  
people	
  are	
  compelled	
  to	
  buy	
  products	
  to	
  
saVsfy	
  them.	
  The	
  book	
  also	
  explores	
  the	
  
manipulaVve	
  techniques	
  of	
  promoVng	
  
poliVcians	
  to	
  the	
  electorate.	
  The	
  book	
  
quesVons	
  the	
  morality	
  of	
  using	
  these	
  
techniques.”	
  
Wikipedia	
  
                                                                     Vance	
  Packard,	
  Hidden	
  Persuaders,	
  1957	
  
America	
  in	
  the	
  1950s	
  
The	
  Civil	
  Rights	
  movement	
  was	
  also	
  
launched	
  in	
  the	
  1950s	
  –	
  challenging	
  
the	
  the	
  myth	
  of	
  America’s	
  claim	
  to	
  
freedom	
  and	
  equality	
  for	
  all	
  




                                                           Rosa	
  Parks,	
  defying	
  segregaVon	
  laws	
  by	
  	
  si~ng	
  in	
  the	
  Front	
  of	
  a	
  Montgomery	
  
                                                           Alabama	
  Bus,	
  1956	
  
                                                           Image	
  source:	
  	
  hIp://www.infoimaginaVon.org/ps/marVn/rosa.html	
  
America	
  in	
  the	
  1950s	
  
“One	
  of	
  the	
  most	
  important	
  legal	
  
decisions	
  in	
  U.S.	
  history,	
  the	
  1954	
  
Supreme	
  Court	
  case	
  Brown	
  v.	
  Board	
  of	
  
EducaVon	
  of	
  Topeka,	
  Kansas	
  declared	
  
school	
  segregaVon	
  unconsVtuVonal	
  
and	
  paved	
  the	
  way	
  for	
  the	
  civil	
  rights	
  
achievements	
  of	
  the	
  1960s.	
  By	
  
overturning	
  the	
  "separate	
  but	
  equal"	
  
doctrine	
  established	
  in	
  Plessey	
  v.	
  
Ferguson	
  (1896),	
  Brown	
  v.	
  Board	
  of	
  
EducaVon	
  began	
  the	
  process	
  of	
  
unraveling	
  more	
  than	
  half	
  a	
  century	
  of	
  
federally	
  sancVoned	
  discriminaVon	
  
against	
  African	
  Americans.	
  As	
  a	
  result,	
  
it	
  also	
  iniVated	
  a	
  struggle	
  between	
  a	
  
government	
  now	
  obligated	
  to	
  integrate	
  
all	
  public	
  schools	
  and	
  recalcitrant	
  
                                                                  African	
  American	
  students	
  arriving	
  at	
  Central	
  High	
  School,	
  LiIle	
  Rock,	
  
communiVes	
  determined	
  to	
  maintain	
                      Arkansas,	
  in	
  U.S.	
  Army	
  car,	
  1957	
  
the	
  status	
  quo.”	
                                          Image	
  source:	
  	
  hIp://www.loc.gov/exhibits/civilrights/cr-­‐exhibit.html	
  

hIp://www.oxfordaasc.com/public/
features/archive/0507/
photo_essay.jsp?page=1	
  
America	
  in	
  the	
  1950s	
  
The	
  emergence	
  of	
  “Rock	
  ‘n	
  Roll”	
  was	
  
also	
  a	
  rebellion	
  against	
  the	
  normaVve	
  
values	
  of	
  middle	
  class	
  “consensus	
  
culture”	
  

Drawing	
  on	
  African	
  American	
  rhythm	
  
and	
  Blues,	
  and	
  trading	
  on	
  sexually	
  
charged	
  lyrics	
  and	
  dance	
  moves	
  
(Presley’s	
  famous	
  gyraVng	
  hips),	
  the	
  
music	
  inspired	
  a	
  youth	
  rebellion	
  
against	
  the	
  moral	
  strictures	
  of	
  middle	
  
class	
  society	
  




                                                            Elvis	
  Presley	
  in	
  concert,	
  1956.	
  	
  Image	
  source:	
  	
  
                                                            hIp://www.britannica.com/blogs/2011/01/taking-­‐care-­‐of-­‐business-­‐elvis-­‐
                                                            presley-­‐picture-­‐of-­‐the-­‐day/	
  
America	
  in	
  the	
  1950s	
  
Hollywood	
  icons	
  like	
  James	
  Dean	
  
similarly	
  expressed	
  rebellion	
  against	
  
the	
  normaVve	
  ideal	
  of	
  the	
  flannel-­‐
suited	
  “organizaVon	
  man”	
  




   James	
  Dean,	
  Rebel	
  without	
  a	
  Cause,	
  1955	
  

                                                                   James	
  Dean,	
  in	
  Rebel	
  without	
  a	
  Cause,	
  1955	
  
                                                                   Image	
  source:	
  	
  hIp://www.doctormacro.com/movie%20star%20pages/Dean,%20James-­‐Annex.htm	
  
Counter	
  Culture	
  
The	
  true	
  “rock	
  stars”	
  of	
  the	
  1950’s	
  
counter	
  culture	
  were	
  the	
  Beat	
  poets	
  




                                                            Image	
  source:	
  	
  
                                                            hIp://pacificastatueproject.org/2011/03/the-­‐1950s-­‐counterculture-­‐is-­‐born-­‐in-­‐san-­‐
                                                            francisco/	
  
Counter	
  Culture	
  
The	
  Beat	
  poets	
  rebelled	
  against	
  the	
  
arms	
  race,	
  consumerism,	
  government	
  
censorship,	
  and	
  the	
  conformity	
  of	
  
American	
  culture	
  


 “As	
  Life	
  magazine	
  put	
  it,	
  the	
  Beats	
  
 were	
  “against	
  virtually	
  every	
  aspect	
  
 of	
  current	
  American	
  Society:	
  	
  Mom,.	
  
 Dad,	
  PoliVcs,	
  Marriage,	
  the	
  Savings	
  
 Bank	
  .	
  .	
  .	
  to	
  say	
  nothing	
  of	
  the	
  
 AutomaVc	
  Dishwasher,	
  the	
  
 cellophane-­‐wrapped	
  Soda	
  Cracker,	
  
 the	
  Split-­‐level	
  House	
  and	
  the	
  .	
  .	
  .	
  H-­‐
 bomb.”	
  
 Cited	
  in	
  Erika	
  Doss,	
  TwenVeth	
  
 Century	
  American	
  Art,	
  p.	
  149	
  
                                                                      Gregory	
  Corso,	
  Allen	
  Ginsberg,	
  William	
  Burroughs,	
  MareOa	
  Greer	
  at	
  Opening	
  of	
  Timothy	
  
                                                                      Leary's	
  Media8on	
  Center,	
  Hudson	
  Street,	
  February	
  15,	
  1967	
  Vintage	
  gela8n	
  silver	
  print,	
  
                                                                      printed	
  1967	
  
                                                                      Steven	
  Kasher	
  Gallery	
  
America	
  in	
  the	
  1950s	
  
They	
  explored	
  alternaVve	
  lifestyle,	
  
hallucinatory	
  drugs,	
  and	
  sexual	
  
freedom	
  




                                                   Richard	
  Avedon,	
  Peter	
  Orlovsky	
  and	
  Allen	
  Ginsberg,	
  New	
  York	
  City,	
  December	
  30,	
  1963.	
  
                                                   Image	
  source:	
  	
  
                                                   hIp://www.gagosian.com/exhibiVons/richard-­‐avedon-­‐-­‐may-­‐04-­‐2012/exhibiVon-­‐images	
  
America	
  in	
  the	
  1950s	
  
The	
  so-­‐called	
  “Beatniks”	
  of	
  the	
  1950s	
  
were	
  the	
  predecessors	
  of	
  the	
  Hippies	
  
of	
  the	
  1960s	
  




                                                             Image	
  source:	
  	
  hIp://en.wikipedia.org/wiki/Beatnik	
  
Counter	
  Culture	
  
One	
  of	
  the	
  landmark’s	
  of	
  the	
  Beat	
  Poet	
  
movement	
  was	
  Alan	
  Ginsberg’s	
  Howl	
  –	
  
a	
  poem	
  that	
  embraced	
  taboo	
  topics	
  
such	
  as	
  drugs	
  and	
  homosexuality	
  




                                                                  Allan	
  Ginsburg,	
  Howl,	
  1956	
  
Counter	
  Culture	
  

 “In	
  an	
  age	
  plagued	
  by	
  intolerance,	
  
 "Howl"	
  (1956)	
  was	
  both	
  a	
  desperate	
  
 plea	
  for	
  humanity	
  and	
  a	
  song	
  of	
  
 liberaVon	
  from	
  that	
  intolerant	
  
 society.	
  Ginsberg’s	
  use	
  of	
  a	
  griIy	
  
 vernacular	
  and	
  an	
  improvisaVonal	
  
 rhythmical	
  style	
  created	
  a	
  poetry	
  
 which	
  seemed	
  haphazard	
  and	
  
 amateur	
  to	
  many	
  of	
  the	
  tradiVonal	
  
 poets	
  of	
  the	
  Vme.	
  In	
  "Howl"	
  and	
  his	
  
 other	
  poems,	
  however,	
  one	
  could	
  
 hear	
  a	
  true	
  voice	
  of	
  the	
  Vme,	
  
 unencumbered	
  by	
  what	
  the	
  Beats	
  
 saw	
  as	
  outdated	
  forms	
  and	
  
 meaningless	
  grammaVcal	
  rules.”	
  
 hIp://www.pbs.org/wnet/
 americanmasters/database/
 ginsberg_a.html	
                                              Allan	
  Ginsburg,	
  Howl,	
  1956	
  
Counter	
  Culture	
  
Jack	
  Kerouac’s	
  On	
  The	
  Road	
  was	
  about	
  
a	
  cross-­‐country	
  road	
  trip	
  that	
  he	
  wrote	
  
in	
  three	
  weeks	
  




                                                                  Jack	
  Kerouac,	
  On	
  the	
  Road,	
  1951	
  
Counter	
  Culture	
  



                                                                    “The	
  book	
  was	
  .	
  .	
  .	
  
                                                                    completed	
  -­‐-­‐	
  from	
  start	
  to	
  
                                                                    finish	
  -­‐-­‐	
  in	
  only	
  three	
  
                                                                    weeks.	
  And	
  he	
  used	
  just	
  
                                                                    one	
  long,	
  scrolled	
  piece	
  of	
  
                                                                    paper,	
  improvising	
  
                                                                    endlessly,	
  just	
  like	
  a	
  jazz	
  
                                                                    musician	
  caught	
  up	
  in	
  the	
  
                                                                    excitement	
  of	
  
                                                                    spontaneous	
  creaVon.”	
  
                                                                    hIp://www.npr.org/programs/
                                                                    morning/features/patc/ontheroad/
                                                                    #media	
  




Original	
  manuscript	
  of	
  Jack	
  Kerouac’s	
  On	
  The	
  Road	
  
                                                                                                      Kerouac	
  with	
  the	
  manuscript	
  to	
  On	
  The	
  Road	
  
Image	
  source:	
  	
  
                                                                                                      Image	
  source:	
  	
  hIp://www.amazon.com/Road-­‐50th-­‐Anniversary-­‐Jack-­‐Kerouac/dp/0143142739	
  
hIp://www.guardian.co.uk/books/2008/dec/02/jack-­‐
kerouac-­‐road-­‐birmingham	
  
“This	
  was	
  really	
  an	
  aIack	
  on	
  the	
  
                                                                                         whole	
  wriVng	
  process.	
  No	
  "pages"	
  
                                                                                         just	
  wriVng	
  in	
  a	
  pure	
  and	
  
                                                                                         thoughtless	
  approach.”	
  
                                                                                         hIp://maIhewlangley.com/blog/archive/
                                                                                         2007_08_01_index.html	
  




Original	
  manuscript	
  of	
  Jack	
  Kerouac’s	
  On	
  The	
  Road,	
  1957	
  
Image	
  source:	
  	
  hIp://maIhewlangley.com/blog/archive/2007_08_01_index.html	
  
Counter	
  Culture	
  
The	
  photography	
  of	
  Robert	
  Frank	
  
represents	
  a	
  	
  pictorial	
  correlate	
  to	
  the	
  	
  
“artlessness”	
  and	
  griIy	
  subject	
  maIer	
  
of	
  the	
  beat	
  poets	
  




                                                                     Robert	
  Frank,	
  The	
  Americans,	
  1958	
  
Counter	
  Culture	
  




“Jack	
  Kerouac's	
  preface	
  to	
  the	
  original	
  
American	
  ediVon	
  lauded	
  Frank's	
  ability	
  to	
  
suck	
  "a	
  sad	
  poem	
  right	
  out	
  of	
  America	
  onto	
  
film,"	
  and	
  Kerouac	
  ranked	
  Frank	
  not	
  among	
  
other	
  photographers	
  but	
  "among	
  the	
  tragic	
  
poets	
  of	
  the	
  world.”	
  
Newsweek	
  




                                                                         Robert	
  Frank,	
  Poli8cal	
  Rally,	
  Chicago,	
  1956	
  
                                                                         From	
  the	
  Americans,	
  1958	
  
                                                                         Metropolitan	
  Museum	
  
Counter	
  Culture	
  
Using	
  an	
  “artless”	
  street	
  photography	
  
approach,	
  Frank	
  presented	
  an	
  un-­‐
romanVcized	
  image	
  of	
  what	
  he	
  
considered	
  to	
  be	
  the	
  “real”	
  America	
  of	
  
the	
  1950’s	
  




                                                               Robert	
  Frank,	
  Parade	
  -­‐-­‐	
  Hoboken,	
  New	
  Jersey	
  
                                                               From	
  the	
  Americans,	
  1958	
  
“Frank	
  published	
  his	
  book	
  when	
  the	
  cold	
  war	
  was	
  at	
  its	
  height,	
  
                                        when	
  the	
  civil-­‐rights	
  movement	
  was	
  in	
  its	
  infancy	
  and	
  when	
  
                                        people	
  worried	
  about	
  things	
  such	
  as	
  juvenile	
  delinquency	
  and	
  the	
  
                                        bomb,	
  but	
  for	
  the	
  most	
  part	
  the	
  country	
  was	
  sunk	
  in	
  a	
  complacent	
  
                                        prosperity.	
  In	
  that	
  atmosphere,	
  "The	
  Americans"	
  looked	
  like	
  a	
  slap	
  
                                        in	
  the	
  face.	
  Its	
  subjects	
  did	
  not	
  look	
  happy—there	
  are	
  only	
  a	
  
                                        couple	
  of	
  smiling	
  faces	
  in	
  the	
  whole	
  book.	
  More	
  o_en	
  than	
  not,	
  
                                        they	
  looked	
  pensive,	
  distracted,	
  suspicious—even	
  angry.”	
  
                                        Newsweek	
  
Robert	
  Frank,	
  Hoboken	
  
From	
  the	
  Americans,	
  1958	
  
“The	
  shot	
  of	
  a	
  New	
  Orleans	
  streetcar,	
  with	
  white	
  people	
  up	
  
                                                    front	
  and	
  African-­‐Americans	
  in	
  the	
  back,	
  perfectly	
  captured	
  
                                                    the	
  naVon's	
  racial	
  divide.”	
  
                                                    Newsweek	
  



Robert	
  Frank,	
  New	
  Orleans	
  Trolley	
  
From	
  the	
  Americans,	
  1958	
  
Counter	
  Culture	
  
 Artlessness	
  
 Embrace	
  of	
  the	
  “commonplace,”	
  the	
  
“ordinary,”	
  “vulgarity”	
  




                                                       Original	
  manuscript	
  of	
  Jack	
  Kerouac’s	
  On	
  The	
  Road	
  
                                                       Image	
  source:	
  	
  
                                                       hIp://www.guardian.co.uk/books/2008/dec/02/jack-­‐
                                                       kerouac-­‐road-­‐birmingham	
  




                                                      Robert	
  Frank,	
  New	
  Orleans	
  Trolley	
  
                                                      From	
  the	
  Americans,	
  1958	
  

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4.1 america 1950s2

  • 1. American  Culture  in  the  1950s   Art  109A:    Contemporary  Art     Westchester  Community  College   Fall  2012   Dr.  Melissa  Hall  
  • 2. America  in  the  1950s   The  United  States  emerged  from  World   War  II  with  a  booming  economy  and  a   new  sense  of  global  importance.   “America  at  this  moment,”  said  the  former  BriVsh   Prime  Minister  Winston  Churchill  in  1945,  “stands  at   the  summit  of  the  world.”    During  the  1950s,  it  was   easy  to  see  what  Churchill  meant.  The  United  States   was  the  world’s  strongest  military  power.  Its  economy   was  booming,  and  the  fruits  of  this  prosperity–new   cars,  suburban  houses  and  other  consumer  goods– were  available  to  more  people  than  ever  before.   However,  the  1950s  were  also  an  era  of  great  conflict.   For  example,  the  nascent  civil  rights  movement  and   the  crusade  against  communism  at  home  and  abroad   exposed  the  underlying  divisions  in  American  society.   “The  1950s,”  History.com   USS  Steel  Ad,  Country  Gentleman,  September  1947   Image  source:    hIp://www.flickr.com/photos/incidental-­‐ephemera/3301076481/  
  • 3. America  in  the  1950s   In  1952  President  Dwight  D.   Eisenhower  was  elected  with  the   promise  of  “peace  and  prosperity”   President  Dwight  D.  Eisenhower  in  the  Oval  Office,  Feb.  29,  1956  
  • 4. America  in  the  1950s   Under  his  administraVon  faith  was   restored  in  American  capitalism   President  Dwight  D.  Eisenhower  in  the  Oval  Office,  Feb.  29,  1956  
  • 5. America  in  the  1950s   The  “American  Dream”  made  the   capitalist  pursuit  of  material  wealth  a   patrioVc  ideal  and  an  expression  of   personal  freedom   “American  economic  success  hinged   on  mass  consumerism  .  .  .  .   Americans  were  urged  to  go  on  a   shopping  spree:    buying  new  cars,   suburban  homes,  washing   machines,  refrigerators,  and   television  sets.”   Erika  Doss,  Twen8eth  Century  American  Art,  Oxford   History  of  Art,  Oxford  University  Press,  2002,  p.  125.   1950  refrigerator  ad;  image  source:     Image  source:    hIp://todaysinspiraVon.blogspot.com/2006/11/a_er-­‐war-­‐suburbia.html   hIp://www.marketworks.com/StoreFrontProfiles/ DeluxeSFItemDetail.aspx?sid=1&sfid=44192&c=102794&i=231907881  
  • 6. America  in  the  1950s   The  G.I.  Bill  offered  soldiers  substanVal   benefits,  including  free  educaVon,  job   training,  and  mortgage  and  business   loans   Returning  veterans  could  choose  from  school,  job,  business,  and  farm   assistance  from  the  GI  Bill.  (Folder  13,  Box  36,  Defense  Council  Records,  OSA)   Image  source:    hIp://arcweb.sos.state.or.us/pages/exhibits/ww2/a_er/gi.htm  
  • 7. America  in  the  1950s   Returning  vets  married,  seIled  down,   and  had  babies  -­‐-­‐  lots  of  them!   A  veteran  and  his  wife  look  at  plans  and  dream  about  their  future  together  in  their  new  home  financed   by  a  GI  Bill  loan.  (Folder  14,  Box  37,  Defense  Council  Records,  OSA)   Image  source:    hIp://arcweb.sos.state.or.us/exhibits/ww2/a_er/gi1.htm  
  • 8. America  in  the  1950s   Middle  class  expansion  led  to  the   dramaVc  growth  of  suburbs   Image  source:     hIp://www.capitalcentury.com/1951.html   Bernard  Hoffmann,  for  Life  Magazine,  Bernard  Levey  Family   Image  source:    hIp://Vgger.uic.edu/~pbhales/LeviIown.html  
  • 9. America  in  the  1950s   The  family  car  became  a  conspicuous   symbol  of  middle  class  prosperity   Vintage  automobile  ad   Image  source:     hIp://www.graphicmania.net/30-­‐inspiring-­‐vintage-­‐ adverVsements-­‐and-­‐creaVve-­‐direcVons/   Vintage  automobile  ad   Image  source:    hIp://justoldcars.com/?p=2327  
  • 10. America  in  the  1950s   TV  became  the  center  of  family  life,   and  a  prime  purveyor  of  the  “American   Dream”   Image  source:     hIp://www.flickr.com/photos/76438106@N07/ Family  watching  television,  c.  1958   galleries/72157629652639701   NaVonal  Archives  and  Records  AdministraVon  
  • 11. America  in  the  1950s   The  family  home  became  a  site  of   consumpVon  for  new  products  that   promised  a  golden  age  of  suburban   domesVcity   Vintage  appliance  ads   Image  source:    hIp://goldcountrygirls.blogspot.com/2011/08/rhapsody-­‐in-­‐blue-­‐appliances.html  
  • 12. America  in  the  1950s   The  home  itself  became  a  “machine   for  living”  as  efficiency  and  modern   design  replaced  the  cluIer  of  a  bygone   era   Image  source:     hIp://davidbuildsahouse.wordpress.com/2012/04/27/fiIed-­‐kitchens-­‐in-­‐the-­‐1950s-­‐and-­‐1960s/  
  • 13. America  in  the  1950s   Faith  in  progress  was  expressed   through  the  popularity  of  modern   design  in  everything  from  furniture  to   toasters  and  cars   Image  source:    hIp://csales-­‐mylifestory.blogspot.com/2011/12/beIer-­‐homes-­‐and-­‐gardens-­‐1950s.html  
  • 14. America  in  the  1950s   Prosperity  bred  new  forms  of  leisure   and  the  birth  of  the  family  vacaVon   Image  source:     hIp://ranch-­‐wife.blogspot.com/2012/06/road-­‐trip-­‐ homeward-­‐bound-­‐to-­‐california.html   The  First  McDonald’s  franchise  opened  in  Des  Plaines,  Illinois,  1954.    Photograph  by  andy  Felsenthal/ Corbis  .    Image  source:     hIp://kids.britannica.com/comptons/art-­‐150940/The-­‐first-­‐McDonalds-­‐restaurant-­‐opened-­‐by-­‐Ray-­‐Kroc-­‐ was-­‐made  
  • 15. America  in  the  1950s   But  the  1950’s  was  also  a  period  of   great  psychological  anxiety   Time  Magazine  April  12  1954   Image  source:    hIp://www.Vme.com/Vme/covers/0,16641,19540412,00.html  
  • 16. America  in  the  1950s   The  Soviet  Union  detonated  its  first   Atomic  bomb  in  1949,  launching  the   Cold  War   Russian  Atomic  Bomb  test,  Kazakhstan,  August  29,  1949   Image  source:    hIp://en.wikipedia.org/wiki/Soviet_atomic_bomb_project  
  • 17. America  in  the  1950s   In  the  same  year  a  communist   government  was  installed  in  China   Mao  Tse  Tung,  Time,  Feb  7,  1949   Image  source:    hIp://www.Vme.com/Vme/covers/0,16641,19490207,00.html  
  • 18. America  in  the  1950s   The  Korean  War  (1950-­‐1953)  was  a   direct  outcome  of  the  Cold  War,  as  U.S.   forces  fought  to  stem  the  expansion  of   communism   Image  source:     hIp://i8.photobucket.com/albums/a49/DougLoudenback/JimKyle/ KoreanWar/oklahoman_1950_06_25_arVcle.jpg   Image  source:     hIp://wps.pearsoncustom.com/wps/media/objects/2428/2487068/atlas/atl_ah6_m004.html  
  • 19. America  in  the  1950s   Tensions  heated  up  again  in  1957   when  the  Soviets  launched  Sputnik,   the  first  earth  orbiVng  satellite   Sputnik,  the  Soviet  satellite  that  launched  the  the  race  to  the  moon   Image  source:    hIp://apod.nasa.gov/apod/ap071004.html  
  • 20. America  in  the  1950s   America  responded  with  Explorer  1,  as   the  Space  Race  took  the  Arms  Race   into  outer  space   Explorer  1,  America’s  first  earth  satellite,  launched   January  31,  1958   Image  source:     hIp://whiIleseaspacerace.wikispaces.com/Cold +War+and+Space+Race   A  model  of  Explorer  1,  held  by  JPL's  Director  William  Pickering,  scienVst  James  Van  Allen  and   rocket  pioneer  Wernher  von  Braun.   Image  source:    hIp://en.wikipedia.org/wiki/File:Explorer_1_conference.jpg  
  • 21. America  in  the  1950s   Fear  of  nuclear  Armageddon  was   matched  by  widespread  anxiety  about   the  spread  of  communism   Image  source:     hIp://www.conelrad.com/books/print.php? id=267_0_1_0   Cover  to  the  propaganda  comic  book  "Is  This  Tomorrow"'  published  in  1947  by  the   CatecheVcal  Guild   Wikipedia  
  • 22. America  in  the  1950s   This  was  the  era  of  Senator  Joseph   McCarthy  who  led  a  witch  hunt  against   alleged  communist  sympathizers   within  the  US  State  Department   Senator  Joseph  McCarthy,  Time,  March  8,   1954   Hank  Walker,  Sen.  Joseph  McCarthy  swearing  in  author  Dashiell  HammeI  at  Senate  Permanent   InvesVgaVng  CommiIee  hearing  on  Communism,  1953.  HammeI  is  suspected  of  being  a   communist.   LIFE  
  • 23. “During  the  1950s,  a  sense  of  uniformity  pervaded   American  society.  Conformity  was  common,  as   America  in  the  1950s   young  and  old  alike  followed  group  norms  rather   Conformity  was  at  the  heart  of   than  striking  out  on  their  own.  Though  men  and   America’s  so-­‐called  “consensus   culture”   women  had  been  forced  into  new  employment   paIerns  during  World  War  II,  once  the  war  was   “Americans  of  1950s  sought   over,  tradiVonal  roles  were  reaffirmed.  Men   consensus-­‐-­‐everyone  should  fit   expected  to  be  the  breadwinners;  women,  even   into  an  "American"  mold,  those   when  they  worked,  assumed  their  proper  place  was   who  didn't  were  seen  as   at  home.  Sociologist  David  Riesman  observed  the   dangerous.”   hIp://mrfarshtey.net/notes/ importance  of  peer-­‐group  expectaVons  in  his   The_1950s.pdf   influenVal  book,  The  Lonely  Crowd.  He  called  this   new  society  "other-­‐directed,"  and  maintained  that   such  socieVes  lead  to  stability  as  well  as  conformity.   Television  contributed  to  the  homogenizing  trend  by   providing  young  and  old  with  a  shared  experience   reflecVng  accepted  social  paIerns.”   hIp://usa.usembassy.de/etexts/history/ch11.htm  
  • 24. America  in  the  1950s   “Humorously  depicVng  a  suburban   family  going  to  church,  Rockwell’s   slick  commercial  illustraVon  for  the   Saturday  Evening  Post  captured  the   conformism  of  1950s  America.    Yet   it  also  hints  at  postwar  malcontent:     the  male  breadwinner  of  this   middle-­‐class  household  hides  in  his   Eero  Saarinen  chair,  trying  to   escape  from  familial  and  social   obligaVons.”   Erika  Doss,  TwenVeth  Century   American  Art,  p.  141   Norman  Rockwell,  Easter  Morning,  1959  
  • 25. America  in  the  1950s   But  the  1950s  also  witnessed  an   emerging  “counter  culture”  that   rebelled  against  American  conformity.       “The  decade  of  the  1950s  has  a  reputaVon   as  an  age  of  poliVcal,  social,  and  cultural   conformity.  Yet,  as  Professor  Alan  Brinkley   states,  "An  acVvist  naVonal  agenda   emerged  from  a  series  of  criVques  of  and   protests  against  the  self-­‐saVsfied  public   culture  of  middle-­‐class  America  in  the   1950s.  The  acVvist  agenda  that  emerged   helped  lay  the  groundwork  for  a  more   acVvist  poliVcs  and  a  more  turbulent  and   divisive  social  climate  in  the  1960s."     hIp://caho-­‐test.cc.columbia.edu//dbq/ 11011.html   Norman  Rockwell,  Easter  Morning,  1959  
  • 26. America  in  the  1950s   William  H.  Whyte  criVcized  the   conformism  of  American  corporate   culture  in  The  Organiza8on  Man  –   epitomized  by  the  image  of  the  “man   in  the  flannel  suit”   William  H.  Whyte’s  The  Organiza8on  Man,  1956  
  • 27. America  in  the  1950s   “Regarded  as  one  of  the  most   important  sociological  and  business   commentaries  of  modern  Vmes,  The   Organiza8on  Man  developed  the  first   thorough  descripVon  of  the  impact  of   mass  organizaVon  on  American  society.   During  the  height  of  the  Eisenhower   administraVon,  corporaVons  appeared   to  provide  a  blissful  answer  to  postwar   life  with  the  markeVng  of  new   technologies—television,  affordable   cars,  space  travel,  fast  food—and   lifestyles,  such  as  carefully  planned   suburban  communiVes  centered   around  the  nuclear  family.  William  H.   Whyte  found  this  phenomenon   alarming.”   hIp://www.upenn.edu/pennpress/ book/13785.html   William  H.  Whyte’s  The  Organiza8on  Man,  1956  
  • 28. America  in  the  1950s   “The  Catcher  in  the  Rye  is  a  1951  cult  novel   wriIen  by  J.D.  Salinger.  It  .  .  .  became  a  instant  hit   among  teenage  readers  for  its  themes  which   includes  teenage  confusion,  angst,  alienaVon,   language  and  rebellion.  Holden  Caufield,  the   protagonist  and  anVhero  of  the  novel,  became  an   icon  of  teenage  rebellion  .  .  .  The  novel  was   published  at  a  Vme  when  the  American  industrial   economy  was  burgeoning  making  the  naVon   prosperous  and  entrenched  social  rules  served  as   a  code  of  conformity  for  the  younger  generaVon.   Many  readers  were  offended  because  of   Salinger’s  usage  of  slang  and  profanity  and  also   because  of  the  discussion  of  adolescent  sexuality   in  a  complex  and  open  way  .  .  .  In  the  face  of   cultural  oppression,  Holden  Caulfield,  was  seen  as   a  symbol  of  pure,  unfeIered  individuality  by   many  readers.   Catcher  In  The  Rye  –  J.  D.  Salinger  |  Suite101.com  hIp:// suite101.com/arVcle/catcher-­‐in-­‐the-­‐rye-­‐-­‐j-­‐d-­‐salinger-­‐ a392569#ixzz1yv5xXe73   J.D.  Salinger,  The  Catcher  in  the  Rye,  1951    
  • 29. America  in  the  1950s   Many  expressed  concern  about  the   growing  power  of  mass  media   Typical  American  family  gathered  around  TV,  which   displays  John  F.  Kennedy's  face,  to  watch  debate   between  Kennedy  &  Richard  Nixon  during  presidenVal   elecVon,  1960   LIFE   Image  source:    hIp://www.tvshowsondvd.com/news/Father-­‐Knows-­‐Best-­‐Season-­‐1/8782  
  • 30. America  in  the  1950s   Vance  Packard  aIacked  adverVsing   and  TV  as  agents  of  social  conformism   “In  The  Hidden  Persuaders,  first  published  in   1957,  Packard  explores  the  use  of  consumer   moVvaVonal  research  and  other   psychological  techniques,  including  depth   psychology  and  subliminal  tacVcs,  by   adverVsers  to  manipulate  expectaVons  and   induce  desire  for  products,  parVcularly  in   the  American  postwar  era.  He  idenVfied   eight  "compelling  needs"  that  adverVsers   promise  products  will  fulfill.  According  to   Packard  these  needs  are  so  strong  that   people  are  compelled  to  buy  products  to   saVsfy  them.  The  book  also  explores  the   manipulaVve  techniques  of  promoVng   poliVcians  to  the  electorate.  The  book   quesVons  the  morality  of  using  these   techniques.”   Wikipedia   Vance  Packard,  Hidden  Persuaders,  1957  
  • 31. America  in  the  1950s   The  Civil  Rights  movement  was  also   launched  in  the  1950s  –  challenging   the  the  myth  of  America’s  claim  to   freedom  and  equality  for  all   Rosa  Parks,  defying  segregaVon  laws  by    si~ng  in  the  Front  of  a  Montgomery   Alabama  Bus,  1956   Image  source:    hIp://www.infoimaginaVon.org/ps/marVn/rosa.html  
  • 32. America  in  the  1950s   “One  of  the  most  important  legal   decisions  in  U.S.  history,  the  1954   Supreme  Court  case  Brown  v.  Board  of   EducaVon  of  Topeka,  Kansas  declared   school  segregaVon  unconsVtuVonal   and  paved  the  way  for  the  civil  rights   achievements  of  the  1960s.  By   overturning  the  "separate  but  equal"   doctrine  established  in  Plessey  v.   Ferguson  (1896),  Brown  v.  Board  of   EducaVon  began  the  process  of   unraveling  more  than  half  a  century  of   federally  sancVoned  discriminaVon   against  African  Americans.  As  a  result,   it  also  iniVated  a  struggle  between  a   government  now  obligated  to  integrate   all  public  schools  and  recalcitrant   African  American  students  arriving  at  Central  High  School,  LiIle  Rock,   communiVes  determined  to  maintain   Arkansas,  in  U.S.  Army  car,  1957   the  status  quo.”   Image  source:    hIp://www.loc.gov/exhibits/civilrights/cr-­‐exhibit.html   hIp://www.oxfordaasc.com/public/ features/archive/0507/ photo_essay.jsp?page=1  
  • 33. America  in  the  1950s   The  emergence  of  “Rock  ‘n  Roll”  was   also  a  rebellion  against  the  normaVve   values  of  middle  class  “consensus   culture”   Drawing  on  African  American  rhythm   and  Blues,  and  trading  on  sexually   charged  lyrics  and  dance  moves   (Presley’s  famous  gyraVng  hips),  the   music  inspired  a  youth  rebellion   against  the  moral  strictures  of  middle   class  society   Elvis  Presley  in  concert,  1956.    Image  source:     hIp://www.britannica.com/blogs/2011/01/taking-­‐care-­‐of-­‐business-­‐elvis-­‐ presley-­‐picture-­‐of-­‐the-­‐day/  
  • 34. America  in  the  1950s   Hollywood  icons  like  James  Dean   similarly  expressed  rebellion  against   the  normaVve  ideal  of  the  flannel-­‐ suited  “organizaVon  man”   James  Dean,  Rebel  without  a  Cause,  1955   James  Dean,  in  Rebel  without  a  Cause,  1955   Image  source:    hIp://www.doctormacro.com/movie%20star%20pages/Dean,%20James-­‐Annex.htm  
  • 35. Counter  Culture   The  true  “rock  stars”  of  the  1950’s   counter  culture  were  the  Beat  poets   Image  source:     hIp://pacificastatueproject.org/2011/03/the-­‐1950s-­‐counterculture-­‐is-­‐born-­‐in-­‐san-­‐ francisco/  
  • 36. Counter  Culture   The  Beat  poets  rebelled  against  the   arms  race,  consumerism,  government   censorship,  and  the  conformity  of   American  culture   “As  Life  magazine  put  it,  the  Beats   were  “against  virtually  every  aspect   of  current  American  Society:    Mom,.   Dad,  PoliVcs,  Marriage,  the  Savings   Bank  .  .  .  to  say  nothing  of  the   AutomaVc  Dishwasher,  the   cellophane-­‐wrapped  Soda  Cracker,   the  Split-­‐level  House  and  the  .  .  .  H-­‐ bomb.”   Cited  in  Erika  Doss,  TwenVeth   Century  American  Art,  p.  149   Gregory  Corso,  Allen  Ginsberg,  William  Burroughs,  MareOa  Greer  at  Opening  of  Timothy   Leary's  Media8on  Center,  Hudson  Street,  February  15,  1967  Vintage  gela8n  silver  print,   printed  1967   Steven  Kasher  Gallery  
  • 37. America  in  the  1950s   They  explored  alternaVve  lifestyle,   hallucinatory  drugs,  and  sexual   freedom   Richard  Avedon,  Peter  Orlovsky  and  Allen  Ginsberg,  New  York  City,  December  30,  1963.   Image  source:     hIp://www.gagosian.com/exhibiVons/richard-­‐avedon-­‐-­‐may-­‐04-­‐2012/exhibiVon-­‐images  
  • 38. America  in  the  1950s   The  so-­‐called  “Beatniks”  of  the  1950s   were  the  predecessors  of  the  Hippies   of  the  1960s   Image  source:    hIp://en.wikipedia.org/wiki/Beatnik  
  • 39. Counter  Culture   One  of  the  landmark’s  of  the  Beat  Poet   movement  was  Alan  Ginsberg’s  Howl  –   a  poem  that  embraced  taboo  topics   such  as  drugs  and  homosexuality   Allan  Ginsburg,  Howl,  1956  
  • 40. Counter  Culture   “In  an  age  plagued  by  intolerance,   "Howl"  (1956)  was  both  a  desperate   plea  for  humanity  and  a  song  of   liberaVon  from  that  intolerant   society.  Ginsberg’s  use  of  a  griIy   vernacular  and  an  improvisaVonal   rhythmical  style  created  a  poetry   which  seemed  haphazard  and   amateur  to  many  of  the  tradiVonal   poets  of  the  Vme.  In  "Howl"  and  his   other  poems,  however,  one  could   hear  a  true  voice  of  the  Vme,   unencumbered  by  what  the  Beats   saw  as  outdated  forms  and   meaningless  grammaVcal  rules.”   hIp://www.pbs.org/wnet/ americanmasters/database/ ginsberg_a.html   Allan  Ginsburg,  Howl,  1956  
  • 41. Counter  Culture   Jack  Kerouac’s  On  The  Road  was  about   a  cross-­‐country  road  trip  that  he  wrote   in  three  weeks   Jack  Kerouac,  On  the  Road,  1951  
  • 42. Counter  Culture   “The  book  was  .  .  .   completed  -­‐-­‐  from  start  to   finish  -­‐-­‐  in  only  three   weeks.  And  he  used  just   one  long,  scrolled  piece  of   paper,  improvising   endlessly,  just  like  a  jazz   musician  caught  up  in  the   excitement  of   spontaneous  creaVon.”   hIp://www.npr.org/programs/ morning/features/patc/ontheroad/ #media   Original  manuscript  of  Jack  Kerouac’s  On  The  Road   Kerouac  with  the  manuscript  to  On  The  Road   Image  source:     Image  source:    hIp://www.amazon.com/Road-­‐50th-­‐Anniversary-­‐Jack-­‐Kerouac/dp/0143142739   hIp://www.guardian.co.uk/books/2008/dec/02/jack-­‐ kerouac-­‐road-­‐birmingham  
  • 43. “This  was  really  an  aIack  on  the   whole  wriVng  process.  No  "pages"   just  wriVng  in  a  pure  and   thoughtless  approach.”   hIp://maIhewlangley.com/blog/archive/ 2007_08_01_index.html   Original  manuscript  of  Jack  Kerouac’s  On  The  Road,  1957   Image  source:    hIp://maIhewlangley.com/blog/archive/2007_08_01_index.html  
  • 44. Counter  Culture   The  photography  of  Robert  Frank   represents  a    pictorial  correlate  to  the     “artlessness”  and  griIy  subject  maIer   of  the  beat  poets   Robert  Frank,  The  Americans,  1958  
  • 45. Counter  Culture   “Jack  Kerouac's  preface  to  the  original   American  ediVon  lauded  Frank's  ability  to   suck  "a  sad  poem  right  out  of  America  onto   film,"  and  Kerouac  ranked  Frank  not  among   other  photographers  but  "among  the  tragic   poets  of  the  world.”   Newsweek   Robert  Frank,  Poli8cal  Rally,  Chicago,  1956   From  the  Americans,  1958   Metropolitan  Museum  
  • 46. Counter  Culture   Using  an  “artless”  street  photography   approach,  Frank  presented  an  un-­‐ romanVcized  image  of  what  he   considered  to  be  the  “real”  America  of   the  1950’s   Robert  Frank,  Parade  -­‐-­‐  Hoboken,  New  Jersey   From  the  Americans,  1958  
  • 47. “Frank  published  his  book  when  the  cold  war  was  at  its  height,   when  the  civil-­‐rights  movement  was  in  its  infancy  and  when   people  worried  about  things  such  as  juvenile  delinquency  and  the   bomb,  but  for  the  most  part  the  country  was  sunk  in  a  complacent   prosperity.  In  that  atmosphere,  "The  Americans"  looked  like  a  slap   in  the  face.  Its  subjects  did  not  look  happy—there  are  only  a   couple  of  smiling  faces  in  the  whole  book.  More  o_en  than  not,   they  looked  pensive,  distracted,  suspicious—even  angry.”   Newsweek   Robert  Frank,  Hoboken   From  the  Americans,  1958  
  • 48. “The  shot  of  a  New  Orleans  streetcar,  with  white  people  up   front  and  African-­‐Americans  in  the  back,  perfectly  captured   the  naVon's  racial  divide.”   Newsweek   Robert  Frank,  New  Orleans  Trolley   From  the  Americans,  1958  
  • 49. Counter  Culture    Artlessness    Embrace  of  the  “commonplace,”  the   “ordinary,”  “vulgarity”   Original  manuscript  of  Jack  Kerouac’s  On  The  Road   Image  source:     hIp://www.guardian.co.uk/books/2008/dec/02/jack-­‐ kerouac-­‐road-­‐birmingham   Robert  Frank,  New  Orleans  Trolley   From  the  Americans,  1958