evidence for affluence

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  • Evidence of USA's increasing affluence
    • Changing Work Force
      • white collar work increased, 21.2m 1950, 27.2m in 1960
      • service industries 1960 7.6m
      • less manual labour 39%-36% 1960
    • Consumerism and Domestic Technology
      • 1960 family incomes had 30% more purchasing power than 1950's
      • labour saving devices - freedom
      • mass media took over advertisement
      • Teenage consumerism
        • $1.5 billion on entertainment 1958
        • ate 20% more than adults
        • owned 10 million record players
    • Expansion of Suburbs
      • accelerated growth from mid 1940's
        • homes built between 1948-1958 - 11 million / 13 million in suburbs
        • 1960:33% people lived in suburbia
      • Why?
        • post war housing shortage
        • FHA and Veterans administration offered 90% of mortgages for 30%
          • 1955: 41% of mortgages
        • white flight away from cities
    • Changing Nature of Cities
      • growth of urban ghettos due to white flight
      • racist - segregated society
        • high rent and not supported by agencies
        • black pressure for desegregation caused whites to flee
        • manipulation of law to tear down ghettos
      • federal gov. failed to alleviate black housing
        • 325,203 houses built (1955-1963)
    • Growing Ownership & Use of Cars
      • car ownership: 39.3 million - 1950, 73.8 million - 1960
      • Eisenhower initiated great highway construction, 41,000 miles
      • demonstrated status: working class = Chevrolet or Fords
      • 1955 alone 7.9 million cars manufactured
  • Ethnic Status: Hispanics 2nd hand Chevys

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