1. Alan Brinkley,
AMERICAN HISTORY 13/e
Chapter Twenty-eight:
The Affluent Society

2. Chapter Twenty-eight:
The Affluent Society
 Introduction
 Affluence and
Inequality
The American Birth Rate
1940-1960
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3. Chapter Twenty-eight:
The Affluent Society
 “The Economic Miracle”
– Sources of Economic Growth
 Government Spending
 Birth Rate Increased(1945-1960)
 “Baby Boomers”
 Suburban Growth
 Low Unemployment
– The Rise of the Modern West
 Favorable Climate
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4. Chapter Twenty-eight:
The Affluent Society
 The “Economic Miracle”
– The New Economics
 Keynesian Economics
 Ending Poverty through Economic Growth
4

5. Chapter Twenty-eight:
The Affluent Society
 The “Economic Miracle”
– Capital and Labor
 Corporate Consolidation
 The “Postwar Contract”
 AFL-CIO
 Limited Gains for
Unorganized Women
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Workers Represented by Unions,
1920-1990

6. Chapter Twenty-eight:
The Affluent Society
 The Explosion of Science and Technology
– Medical Breakthroughs
 Antibiotics
 Penicillin
 Salk Vaccine-1954
 Polio Virtually Wiped Out
The Polio Virus
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7. Chapter Twenty-eight:
The Affluent Society
 The Explosion of Science and Technology
– Pesticides
 DDT
Handling Pesticide
(Photo by Tim McCabe, courtesy
of USDA Natural Resources
Conservation Service)
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8. Chapter Twenty-eight:
The Affluent Society
 The Explosion of Science and Technology
– Postwar Electronic Research
 Invention of Television
– Postwar Computer Technology
 UNIVAC
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9. Chapter Twenty-eight:
The Affluent Society
 The Explosion of Science and Technology
– Bombs, Rockets, and Missiles
 The Hydrogen Bomb-1952
 Polaris Missile-1960
H-Bomb
Explosion
(StockTrek/
Getty Images)
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10. Chapter Twenty-eight:
The Affluent Society
 The Explosion of Science and Technology
– The Space Program
 The Shock of Sputnik-1957
 Sputnik II-Laika
 Yuri Gagarin-April 1961
 Alan Shepard-May 1961
 The Apollo Program
 U.S. Puts First Man on the Moon
Buzz Aldrin,
August 1969
(NASA)
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11. Chapter Twenty-eight:
The Affluent Society

12. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– The Consumer Culture
 Consumer Crazes
Electric Institute of Washington.
Dishwasher
(Library of Congress)
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13. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– The Landscape and the Automobile
 Interstate Highways
 Fast Food
– The Suburban
Nation
 “Levittowns”-1940s
 Desire for Segregation
 Desire for Privacy, Security
and Space
 Family Life
Freeway Interchange
(PhotoLink/Getty Images)
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14. Chapter Twenty-eight:
The Affluent Society

15. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– The Suburban Family
 Prevailing Gender Roles
Reinforced
 Dr. Benjamin Spock-1946
 Baby and Child Care
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Woman cooking in kitchen
(Index Stock/Getty Images)

16. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– The Birth of Television
 Social Consequences
of Television
 Television’s
Homogenizing Message
 Idealized Image of U.S.
The cast of Leave it to Beaver
(Library of Congress)
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17. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– Travel, Outdoor Recreation, and
Environmentalism
 Echo Park
 Dinosaur Nat. Monument
 Sierra Club Reborn
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18. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– Organized Society and Its Detractors
 Growth of Specialized Education
Georgetown Preparatory School.
Rifles at Georgetown Preparatory
School (Library of Congress)
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19. Chapter Twenty-eight:
The Affluent Society
 People of Plenty
– The Beats and the Restless Culture of Youth
 The Beat Generation’s Critiques
 Jack Kerouac-1957
 On the Road
– Rock ‘n’ Roll
 Elvis Presley
 Rock ‘n’ Roll’s Black Roots
 Rhythm and Blues
 “Payola” Scandals
“Robot Apartments! Invincible suburbs!
Skeleton treasuries! blind capitals! demonic
industries!” Allen Ginsberg
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Big Mama Thornton

20. Chapter Twenty-eight:
The Affluent Society
 The “Other America”
– On the Margins of the Affluent Society
 The Other America
 Persistent Poverty
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“The entire invisible land of the other
Americans became a ghetto, a modern
poor farm for the rejects of society and the
economy.”
Michael Harrington

21. Chapter Twenty-eight:
The Affluent Society
 The “Other America”
– Rural Poverty
 Declining Agricultural
Prices
– The Inner Cities
 Black Urban Migration
 Latino Community-
1960
 Los Angeles (East
L.A.)
 “Urban Renewal”
African-American
Migration 1950-1980
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22. Chapter Twenty-eight:
The Affluent Society
The Rise of the Civil Rights Movement
– The Brown Decision and “Massive Resistance”
 Brown v. Board of Education (1954)
 “Separate But Equal”
Doctrine Overturned
 School Segregation Declared Unconstitutional
 Judicial Review
 “Massive Resistance”
 Little Rock-1957
 Integration of Central High School
George E.C. Hayes, Thurgood Marshall, and James Nabrit
congratulating each other, following Supreme Court
decision declaring segregation unconstitutional, 1954
(Library of Congress)
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23. Chapter Twenty-eight:
The Affluent Society
 The Rise of the Civil Rights Movement
– The Expanding Movement
 Montgomery Bus Boycott-1955-1956
 Effective Form of Racial Protest
 Martin Luther
King’s Strategy
 S.C.L.C.
5,000 at Meeting Outline Boycott; Bullet
Clips Bus." Montgomery, Alabama, Bus
Boycott. Montgomery Advertiser,
December 6, 1955. (Library of Congress)
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24. Chapter Twenty-eight:
The Affluent Society
 The Rise of the Civil Rights Movement
– Causes of the Civil Rights Movement
 Legacy of World War II
 Urban Black Middle Class
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25. Chapter Twenty-eight:
The Affluent Society
 Eisenhower Republicanism
– “What Was Good for…General Motors”
 Business Leaders’ New Outlook
– The Survival of the Welfare State
 Federal Highway Act of 1956
 Eisenhower’s Most Significant Fed. Initiative
 Election of 1956
 Adlai Stevenson
– The Decline of McCarthyism
 Army-McCarthy Hearings-1954
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26. Chapter Twenty-eight:
The Affluent Society
 Eisenhower, Dulles, and the Cold War
– Dulles and “Massive Retaliation”-1954
 Economic Benefits of “Massive Retaliation”
 Use of Nuclear Weapons Against Communist Aggression
– France, America, and Vietnam-1950s
 Dien Bien Phu-1954
 S.E. Asia’s Independence
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Vo Nguyen Giap
1912-

27. Chapter Twenty-eight:
The Affluent Society
 Eisenhower, Dulles, and the Cold War
– Cold War Crises
 Recognizing Israel-May 14, 1948
 CIA Helps Overthrow the Govt. of Iran-1953
 Muhammad Mossadegh-Prime Minister
 Muhammed Reza Pahlevi-Shah of Iran
 Suez Canal Crisis-1956
 General Gamal Abdel Nasser
 CIA Helps Overthrow the Govt. of Guatemala-1954
 President Jacobo Arbenz Guzman
 Carlos Castillo Armas
 Fulgencio Batista-Dictator of Cuba
 Fidel Castro-Jan. 1, 1959
 Diplomatic Relations Broken with Cuba-1961
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28. Chapter Twenty-eight:
The Affluent Society

29. Chapter Twenty-eight:
The Affluent Society

30. Chapter Twenty-eight:
The Affluent Society

31. Chapter Twenty-eight:
The Affluent Society
 The U-2 Crisis-1960
 Khrushchev Cancels Moscow Summit with Eisenhower
 Europe and the Soviet Union
 Hungarian Revolution of 1956
 Eisenhower’s Restraint
 Eisenhower Warns of “the Military-Industrial Complex”-1961

32. Patterns of Popular Culture:
Lucy and Desi
Chapter Twenty-eight:
The Affluent Society
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