THE ROARING TWENTIES VIDEO NOTES
A Third Industrial Revolution
Shift from coal to electricity helped double productivity
Production shifted from war goods (steel & oil) to consumer goods (appliances, furnishings, cars, motion pictures, etc.)
Ford pioneered assembly line - cut time from 12+ hour to 2- hour production time
Ford increased workers’ pay to $5.00/day. Assembly line work caused discontent and there was a lot of turnover, so he gave them a raise so they would stay AND they would be able to afford cars and other products.
Auto makers pioneered “buying on credit.”
“Buy now pay later” becoming a way of life.
Alfred Sloan - GM applied fashion industry standards to car industry - different styles & prices
By 1930 - Americans owned 8 out of 10 cars in world.
Urbanization
By 1920, for the first time in history, more Americans lived in cities rather than country.
Society built up around the automobile.
Suburbs developed primarily due to the automobile.
Automobile allowed for private mode for transportation & private lifestyle. Mass transit decreased to some degree because of the availability of the car.
Cities were the center of the new mass consumer culture.
The Revolution in Manners & Morals
1920 19th Amendment ratified
Flappers - Numbers of women graduating from high school and attending college increased Women were living away from their families, played sports, increasingly threw off restraints of earlier generation.... Looser clothing, cut hair, went to speakeasies, drank bathtub gin.
The Electrical Home
Electricity was a breakthrough in the 20s.
Farmers still didn’t have electric... Some had to wait until end of 1930s.
Electricity allowed for lights & appliances.
Nature of women’s work changed - electric appliances helped make some work easier and for sure changed the way they did household chores
Manufacturers started marketing to women because they were buying the products for the home.
Advertising & the Promise of Happiness
Advertising “educated” Americans about the new wave of consumer products.
Radio, newspaper, and magazine ads
Producing so many goods that there were not enough customers, so companies started boosting advertising.
With the help of psychologists, advertisers tapped into unconscious fears, urges, and desires.
The Beauty Industries
Simple affordable fashions could be bought in department stores.
Advertising was geared toward making a woman feel guilty - advertising for cosmetics - Are you beautiful enough for your husband? Hair dye, lipstick, make up, etc.
Magazines, beauty contests, movies and models provided role models for Americans. Clara Beau
The Silver Screen
Charlie Chaplin Joan Crawford Clara Beau John Gilbert
People mimicked those (actors & actresses) in movies; Movie stars were emulated by Americans.
Movies were actually pretty controversial Thumbing nose at authority Dancing & flirting Making women swoon with smoldering, passionate gazes
By the 1920s, movies were the most powerful and influential medium of culture in the US... Provided role models in mass culture society.... Provided the images of mass culture society.
Movies gave Americans heroes and role models for masculinity and beauty.
The Jazz Age
Jazz provided the sound of mass culture society.
Started in New Orleans and moved all the way to NYC (Harlem) New Orleans — Kansas City ---- Chicago ---- Harlem
Harlem - Largest black community in country
Marcus Garvey - Universal Negro Improvement Association (largest black organization in the country) - Economic independence, black pride - appealed to working class African Americans
Harlem center of “new negro” - Prosperous African American city dwellers
Harlem Renaissance - Flowering of African American arts & culture
Langston Hughes - Poet & novelist
Radio broadcast live from the Cotton Club - Duke Ellington
Shuffle Along - First black Musical/Play to make it on Broadway
Bessie Smith (Empress of the Blues) - Blues - sang about the hardships, love lost, and difficulties of being black
White musicians also took up jazz and blues
Young Americans embraced it as their own. Critics thought jazz was inducing Americans into temptation & sin.... The US is becoming a nation of law-breakers. (This comes with rock-n-roll and rap later, too.)
Prohibition January 1, 1920 - Prohibition (18th Amendment) began.
At first Americans drank less, but the “noble experiment” broke down. Too hard to enforce Organized crime increased More and more people began to break the law
The majority of Americans were traditionalists – God fearing Protestants — and feared the erosion of American values.
Nativists & Fundamentalists
WWI brought out fear of foreigners. Rise of hostility and violence
KKK revived Accused Catholics (1/3 of country at time) of putting allegiance to the Pope above their country They said Jews dominated motion pics, popular music, and bootlegging. Strong in the Midwest By 1923 KKK controlled 3 state governments and had 5 million members.
Congress passed immigration laws that favored Europeans/whites. Restricted numbers of immigrants from Europe and virtually banned immigrants from Asia.
Not much said about Western Hemisphere Mexicans still coming over
Nation splitting in two: Fundamentalists vs. Traditionalists Summer 1925 - Dayton, TN - Teaching of Evolution outlawed; John Scopes taught it anyway... He got arrested. William Jennings Bryan - Prosecuting Attorney Clarence Darrow - Defense Attorney “Monkey Trial” Darrow’s cross-examination made Bryan (State’s Attorney) look foolish
The Golden Age of Sports
1926 Jack Dempsey and Gene Tunney fight equals clash of cultures (Heavyweight Championship of the World) Fight hosted in Philadelphia Dempsey - Came from the West; traditionalist; Protestant; fundamentalist; small town traditional American values Tunney - Modernist; city slicker; married a debutante
Bill Tilden - Tennis Bobby Jones - Golf Galloping Ghost – Red Grange - Football (College then professional) Babe Ruth - Baseball
Lucky Lindy
Charles Lindbergh - flew solo, non-stop across the Atlantic in 1927
Heroes like Babe Ruth & Charles Lindebergh brought out
The Coming of the Great Depression
Causes that led to crash: Growing concentration of wealth in fewer and fewer hands; Cut backs in Industrial Production; Binge in speculative investments
October 29, 1929 - Stock Market Crash - Great Depression started - Beginning of most prolonged economic crisis in US History.