1. Michael Yablonsky
Richard Gehman: The Nine Billion Dollars in Hot Little Hands
This document tells of the entrance of 1950’s teenagers into the consumer market scene—I have
deduced therein and will argue that the times and their circumstances endowed these teens with a social
consciousness and intellectual expressiveness that would pervade through culture, economy,
consumerism and the minds of their elders irrevocably. Gehman purports, “…they are more articulate.
Schools encourage them to express their opinions and preferences. Consequently, adults respect them
more, and listen when the talk about new inventions and products.” (EAH 817) Both high school and
college attendances soared (Lecture 11/3), education fostering their cognizant modern mindsets—plus,
by growing up with war, segregation, economic affluence, revolutionary literature and cinema,
generational and cultural gaps, and the daunting Cold War—teens of the 1950’s were versed in an
unprecedented spectrum of horrors, triumphs, ideologies and experiences. They were “…better
educated, better-informed, and…more alert today than [ever before].” (EAH 817) Dissent, activism,
individualism and reform surged through their ranks; they were taught to think, to consider things from
all sides, and encouraged to voice their conclusions. I call attention specifically to the anecdotes of the
tractor-salesman and the New Jersey Contractor from the document. A farmer places a premium on his
son’s deduction of the tractor and its suitability, and the teen evaluates the situation impeccably and
decides against purchase. Similarly, a Contractor was to build a large, modernized mansion until his
teenage daughter said, “everybody’ll think we’re snobs and climbers!” (EAH 817) The boy’s coolly
analytical (non-impetuous or “youthful”) approach from a logistical standpoint, and the candid girl’s
instantaneous social awareness and foresight are perfect examples of the diverse socio-economic and
general aptitudes of 1950’s teenagers. The document takes a banal approach at times, explaining their
ready cash, un-talented idols, dirt-resistant furniture and separate bedroom entrances in homes. But
many of the era’s innovations can be viewed as logical transformations and broadenings of the
consumer market over simply catering to “sloppy youngsters”. Has a parent ever asked you, “is this
cool, hip, in?” Mine have, and the connotations of such a query are immense. The youth takes the words
of yesterday to form the voice of tomorrow. Their influence over culture, consumerism, politics, people
and history is unmatchable. As Gehman so aptly puts it, “they’ve taken over everything.” (EAH 817)