Part three: Post-war

America
Paper 1: Understanding the Modern World
Section A: Period Studies
AD America, 1920-1973: Opportunity and inequality
 Learning Objectives
At the end of the lesson, students should be able to:
❏ describe the idea of Consumerism and how it manipulated post-war
America;
❏ discuss the role of Dr King and Malcolm X in the flight of the Civil
Rights Movement in the US; and
❏ assess the changes brought by the ‘Great Society’.

Important Keywords

Consumerism
Feminism
Civil Rights Movement
Racial Segregation
Great Society
This module discusses 3
post-war American society
under the following topics:
❏ Post-war American
society and
economy, including
the idea of
consumerism and
the American Dream;
❏ Racial tension and
developments in the
Civil Rights
Movement; and
❏ Johnson’s the Great
Society and the rise
of feminism.
Image of inspirational minister and Civil Rights leader Martin Luther King, Jr
 Post-war American society and economy: 4

consumerism and the causes of prosperity

After the war, consumer values dominated American society, especially the economy. By the 1950s,
Americans were eager to spend on scarce goods after being hamstrung by the Great Depression and the
Second World War.
Those who supported the
Consumerism consumption of local goods As the suburban population grew,
It refers to a social and were regarded as patriotic businesses also became mobile.
economic belief that Shopping centres were built in new
Desire for new items including
personal well-being areas away from those in the
the television, radio, vacuum
CAUSES

depends on the extent cities. For better access to shops

cleaner, car, and washing
of personal and the suburbs, new highways
machine
consumption or Growth in the suburban were built under the Highway Act
purchase of material population of 1956. Moreover, television and
goods. A consumerist widespread advertising played a
society views that life Introduction of mass key role in fuelling consumerism in
is better with more production and assembly line the United States.
consumption of goods. "... economic recovery after a decade and a half of depression and war
depended on a dynamic mass consumption economy."
- Historian Lizabeth Cohen
 Post-war American society and economy: 5

consumerism and the causes of prosperity

The United States experienced economic growth and prosperity after the Second World War. War
production accelerated the American economy and put an end to the Great Depression, yet many feared
a repeat of the economic stagnation which happened after WWI.

Under President Truman, the Employment Act (1946) was proposed,

PROSPERITY

which increased government spending on programmes that supported

CAUSES of

farmers and workers, as well as an increase in minimum wage.

Following programmes came to be known as the ‘Fair Deal’.
The Interstate Highway System (1956) under Pres. Eisenhower enabled the
building of highways in accordance with the national plan, which fuelled the
construction and automobile industries, motels, and gas stations.

RESULT. Prosperity also initiated rapid population growth, also known

as the “Baby Boom”. Between 1948 to 1955, America experienced a
50% increase in the number of children born, the highest in history.
Many women who had joined the workforce during the war returned to The economic boom after World War II
their household duties, and those who retained their jobs received saw a rise in mass consumption. This
lower wages. advert invites consumers to enjoy the
glamour of a modern refrigerator.
Chart Analysis of Birth Statistics 6
and the Baby Boom

Baby Boom
Refers to the drastic
increase in the number
of babies born in a
specific place and time.
In the United States, a
baby boom occurred
after WWII. Their
generation has come to
be known as the
Baby Boomers.
American Birth Statistics and the 1946-1964 Baby
Boom
 Post-war American society and economy: the 7
American Dream; McCarthyism
It was during the Great Depression that the term the “American Dream”
was coined by historian James Truslow Adams in his book The Epic of
America published in 1931.

The first effective attempt

employed to revive the Moreover, the bill offered free tuition, a
American economy was by living stipend, and books.
Franklin D. Roosevelt’s New
Deal programmes. Among Decades prior to WWII, the phrase
the series of programmes “American Dream” was already appearing
was the National Housing in newspapers in the mid- to late-1800s
Act in 1934, which boosted when pioneers began to travel westward
the building of homes and in search of new opportunities and
increased ownership. fortune. Moreover, European immigrants
Moreover, FDR’s G.I. Bill of also used the same term when they
Rights signed on 22 June immigrated to the U.S. in search of better
During World War II, companies ran 1944 further assured jobs, homes, and lives.
adverts promising American consumers
a better life after the war. veterans’ welfare.
 Post-war American society and economy: the 8
American Dream; McCarthyism
Who was Senator McCarthy? McCarthyism
Joseph McCarthy was a Republican In 1938, Sen. McCarthy
senator from Wisconsin who drew began the House Un-
national attention when he delivered a American Activities
Lincoln Day address in Wheeling, West Committee. His
Virginia, on 9 February 1950. He accusations of Communist
criticised the government for its failed infiltration in the United
foreign policies regarding Communist States became known as
infiltration. In addition, McCarthy McCarthyism, which
claimed that he possessed a list of formed part of the global
Communists who were working in the Communist fear referred to
State Department. As a result, he as the ‘Red Scare’. Due to
Image of Senator Joseph McCarthy
created national paranoia in which his fabricated list and
I have in my hand 57 cases of individuals who many believed in the existence of unproven accusations,
would appear to be either card-carrying
members or certainly loyal to the Communist Communist spies at all levels of many Americans who were
Party, but who nevertheless are still helping to society. After further investigation, a suspected as
shape our foreign policy…
- From the speech of Senator McCarthy
committee proclaimed that McCarthy’s Communists lost
accusations were fraud. their jobs.
 Post-war American society and economy: the 9
American Dream; McCarthyism
McCarthyism
Because of the rapid growth
of Communism in China
and eastern Europe,
McCarthy gained drastic
support. As a result, many
Americans in various
industries lost their jobs
due to false accusations
fuelled by xenophobia.
Despite the lack of
evidence, they were
For a visual explainer of the background
blacklisted. Moreover, about
and nature of McCarthyism, watch the
2,000 government
documentary provided.
employees were fired.
Access using this link:
The first two paragraphs of the 13 March https://www.youtube.com/watch?v=N35IugBYH04
1954 New York Times story on McCarthy,
Cohn, and David Schine
 Post-war American society and economy: popular 10
culture, including Rock ‘n’ Roll and television
After World War II, Americans experienced social changes, which were reflected in music,
entertainment, media and literature.
1950s Due to affordability and availability, TV sets
appeared in every American home. By the
Other than the King of 1960s, around 9 in 10 American families owned
Rock, Chuck Berry, Jerry
Lee Lewis, Chubby
a TV. This caused cinema to fall into decline.
Checker, Bobby Darin Commercial radio remained popular due to the
and Buddy Holly were youth supporting upbeat music and music charts.
also popular rock ‘n’ roll
musicians.
1970s
A number of film companies released movies and
It was during this decade that rock ‘n’ roll and advertised them on television. In 1972, The
rockabilly emerged in the U.S. Musical icon
Godfather became a cult hit. In the following years,
Elvis Presley became the most popular artist
films such as Jaws (1975) and Star Wars
of this genre, adored by women due to his
good looks, dance moves and music. (1977) became top-grossing films.
 Racial tension and developments in the Civil Rights 11
Movement in the 1950s and 1960s: segregation laws
Centuries after the
Jim Crow Laws
arrival of African Refers to the collection of state and local
slaves to America, statutes which made racial segregation legal.
their descendants Following the ratification of the 13th Amendment
fought for in 1865, which freed slaves, the Black Codes
autonomy, equality emerged. These codes detailed how freed slaves
and freedom in the could work, where they lived and travelled. Black
white-ruled land. Codes were prevalent in the Southern States
African-Americans where African-Americans experienced indentured
gradually emerged servitude along with their children.
on the civil rights The Jim Crow Laws mandated the
stage and began ‘separate but equal’ status of African-
Image showing the origin of the theatrical
fighting harder for character Jim Crow Americans.
inclusion after the
Second World War. At the beginning of the 1880s, as African-American populations spread to
the big cities, white city dwellers demanded more laws prohibiting African-
American contact in public places.
 Racial tension and developments in the Civil Rights 12
Movement in the 1950s and 1960s: segregation laws
In the South, African-Americans
were forbidden from entering
public parks. Moreover,
establishments such as theatres,
restaurants, and professional
offices were segregated.
Also segregated were
A sign in Montgomery, Alabama,
showing separate drinking fountains for
water fountains, waiting
blacks and whites areas, elevators,
cemeteries, restrooms,
and cashier windows.

RACIAL
SEGREGATION
Examples of signs showing racial
segregation in the South
 Racial tension and developments in the Civil Rights Movement in 13
the 1950s and 1960s: Martin Luther King Jr and peaceful protests
Who was Martin Luther King, Jr.?
1955 Martin Luther King, Jr. was a
King became the protest Baptist minister and social
leader and official activist who led many
spokesman of the NAACP momentous events in the
(National Association for American Civil Rights
the Advancement of Movement in the mid-1950s.
He believed in
Colored People). He
peaceful protest
coordinated civil rights
to dismantle
activists for a bus boycott social injustice
that lasted for 381 days. against
Image of a march led by Martin Luther King Jr. African-Americans.
1957 during the Civil Rights Movement

Together with fellow ministers and civil rights activists,

King founded the Southern Christian Leadership
Conference (SCLC), which aimed to achieve equality
through peaceful and nonviolent protest.
 Racial tension and developments in the Civil Rights Movement in 14
the 1950s and 1960s: Martin Luther King Jr and peaceful protests
1963 1965
With religious He led the Selma to
groups and civil Montgomery
rights activists, King March, which later
organised the March contributed to the
on Washington, a passage of the
political rally Voting Rights Act
highlighting equal
of the 15th
jobs and freedom for
African-Americans.
Amendment in
August.

1964
Due to his efforts in fighting for 1968 Watch Dr Martin Luther King, Jr’s I
equality and human rights for King was assassinated on Have A Dream speech. Access using
African-Americans, King received a the balcony of a motel in this link:
https://www.youtube.com/watch?v=vP4iY1Tt
Nobel Peace Prize. Memphis. S3s
Racial tension and developments in the Civil Rights Movement 15
in the 1950s and 1960s: Malcolm X and the Black Power
Movement
Who was Malcolm X? THE BLACK POWER MOVEMENT. A
Born on 19 May 1925, Malcolm was a political and social movement emerged in
minister and black nationalist leader the 1960s which advocated autonomy and
who propagated the philosophy of the self-determination of African-Americans in
Nation of Islam in the 1950s and 1960s. the United States. Aside from its political
He promoted freedom for African- cornerstone, and based on the influence of
Americans from racism by all means Malcolm X, the movement specifically
including violence. Malcolm X was introduced changes to African-American
known for having militant views culture from hairstyles, clothing, music, art
including the establishment of an and even language use.
independent black nation through
violent revolution. He was assassinated by members of
1964 1965 the Nation of Islam.

He left the Nation of Islam after feeling betrayed by his hero, Elijah
Muhammad. His ideology became the foundation of radical
movements including Black Power and the Black Panthers.
 Racial tension and developments in the Civil Rights Movement 16
in the 1950s and 1960s: Malcolm X and the Black Power
Movement
BLACK POWER. The term “Black Power” was first coined
by Stokely Carmichael, a Civil Rights activist and leader of
the SNCC. The movement emerged as many African-
Americans were dissatisfied with Martin Luther King, Jr’s
slow nonviolent protests. In 1968, during the Olympics in
Mexico, African-American athletes Tommie Smith and
John Carlos made the Black Power salute during the
medal ceremony. Conversely, Dr King heavily denounced
the movement as it encouraged and incited violence
among young African-Americans. The movement ended in
Stokely Carmichael, national head of the SNCC, speaks about the late 1960s, as America’s focused turned to the
the meaning of “Black Power” on the campus of Florida A&M Vietnam War.
University, April 16, 1967, in Tallahassee, Florida.
 Racial tension and developments in the Civil Rights 17
Movement in the 1950s and 1960s: Civil Rights Acts of
1964 and 1968

1964 As proposed by John F. Kennedy, the Civil Rights Act was signed into law by U.S
President Lyndon B. Johnson, which ended racial segregation in public places as
CIVIL RIGHTS ACT

well as banned employment discrimination based on religion, sex, colour, and race.

Following the Civil War, constitutional amendments were passed which abolished slavery,
gave freed slaves citizenship, and the right to vote for all men regardless of race. Despite
these amendments, African-Americans continued to experience discrimination and
segregation in all forms.
Under the 1964 Civil Rights Act, African-Americans as a minority should not be segregated and
discriminated against in any public places including parks, theatres, restaurants, courthouses, and
others. They should not be denied of any services based on colour or race. Moreover, the act also
appropriated sufficient funds for anti-discriminatory programmes especially in assisting school
desegregation.
Martin Luther King, Jr. said that the Civil Rights Act was nothing less than a second
emancipation. As a result, two more legislations were passed protecting African-
Americans: the Voting Rights Act of 1965 and the Fair Housing Act of 1968
 Racial tension and developments in the Civil Rights 18
Movement in the 1950s and 1960s: Civil Rights Acts of
1964 and 1968

1968 Also known as the Fair Housing Act, it prohibited discrimination regarding the
sale, rental, and financing of housing based on sex, race, colour, and religion. The
CIVIL RIGHTS ACT

act enabled people to rent or own houses in previously segregated areas.

The Fair Housing Act was passed by Congress days after the assassination of civil rights
leader, Martin Luther King, Jr.

Prior to this act, race-based housing patterns were prominent in many areas,
especially in the South. Amongst the impact of this act was the staggering
increase of the African-American population in urban centres. The number rose
from about 6.1 million in the 1950s to 15.3 million in 1980.

As a result of the booming African-American population in urban areas, white Americans

began to move from the cities to the suburbs. Ghettos began to emerge as inner city
communities were dominated by poor African-Americans.
 19
Visual Review of Post-war America

For better visual understanding,

watch the explainer covering post-
war America.
Access using this link:
https://www.youtube.com/watch?v
=S64zRnnn4Po

Make notes outlining events that

highlighted American society
using these categories:
❏ Social
❏ Economic
❏ Political
 America and the ‘Great Society’: the social policies of Presidents 20
Kennedy and Johnson relating to poverty, education and health
Who was John F. Kennedy?
Fair Labor Standards, 1961
JFK was the 35th JFK employed
president of the United Keynesian Amendments to the 1938 act
States. At the age of 43, he economics, as saw a minimum wage of
became the youngest and $1.25 established and
theorised by John
first Roman Catholic minors further protected
Maynard Keynes, by from labour exploitation.
elected president of focusing on federal
America. tax and spending Social Security Act, 1961
❏ The conservative policies. According It permitted male workers an
Democrat entered to Keynes, early retirement at the age of
the 80th Congress at economic growth 62 and extended benefit
the age of 29. and lowering payments to aged widows,
❏ In 1960, he widowers, and dependent
unemployment
announced his parents.
could be achieved
candidacy for
through federal
president along with
deficit spending.
Lyndon B. Johnson.
 America and the ‘Great Society’: the social policies of Presidents 21
Kennedy and Johnson relating to poverty, education and health
Housing Act, 1961
Maternal and Child Health
Provided low-cost housing and and Aimed at supporting mental illness and
Mental Retardation
low-interest loans to those who Planning Amendment to the intellectual disabilities, it provided
needed it, especially to the Social Security Act, 1963 appropriations for the construction of facilities
elderly and low-income families. for the prevention, care, and treatment of
Aside from JFK’s people with mental health conditions.
Equal Pay Act, 1963 inspiring inaugural On 22 November
This assured women equal pay address, he pumped 1963, Vice-
to men doing the same job. funds into the President
construction of state Lyndon B.
highways. Moreover, he Johnson was
created the Food sworn in as
Stamp programme. JFK President of the
also accelerated tax United States
Lyndon B. Johnson
refunds, farm price after the
supports, and G.I. life assassination of
insurance dividends. John F. Kennedy
Image of President John F. Kennedy in Dallas, Texas.
signing the Equal Pay Act in 1963
 America and the ‘Great Society’: the social policies of Presidents 22
Kennedy and Johnson relating to poverty, education and health
War on Poverty “…this program
While many Americans will show the way
were grieving the death of to new
In March 1964, Johnson ❏ employers were
JFK, Johnson took opportunities for
initiated his ‘war on given loans and millions of our
advantage by pushing
poverty’ by introducing the guarantees if they fellow citizens. It
through some of
following: offered jobs to the will provide a
Kennedy’s agenda,
❏ a Community Action unemployed lever with which
including tax cuts and the
programme that ❏ farmers were given we can begin to
Civil Rights Act. Among open the door to
would enable local funds to buy land
his initial moves as our prosperity for
communities to deal and establish those who have
president was the
with poverty, agricultural co-ops; been kept
introduction of the Office
❏ the recruitment and and outside.”
of Economic Opportunity
training of American ❏ unemployed parents - US
and the Economic President
volunteers to serve were supported as
Opportunity Act, which Lyndon B.
in poverty-stricken they entered the
aimed to break the Johnson
communities workforce.
poverty cycle by provided
further education and
skill-based programmes.
 America and the ‘Great Society’: the social policies of Presidents 23
Kennedy and Johnson relating to poverty, education and health
Medicare and Medicaid

GREAT SOCIETY
From 1964 to 1965,
In 1964, health safety nets for By 1965, federal funding for Pres. Johnson launched
America’s most vulnerable, the education was appropriated through a set of domestic
poor and the elderly, were the Elementary and Secondary policies which aimed to
provided. Medicare covered Education Act. It specifically eliminate poverty and
physician and hospital costs of provided funds for school districts racial injustice in the
qualified elderly, while Medicaid covering preschool programmes, United States. He
provided government cash school libraries, textbooks, and coined it the ‘Great
assistance to qualified poor. special education services. Society’.
Education Reform
To ensure success among young Americans, In addition, President LBJ also signed the
Project Head Start was launched by Pres. National Endowment for the Arts and
Johnson to be led by politician and activist Humanities, which funded and supported
Sargent Shriver. Along with a team of child artists, libraries, public archives, and
development experts, the project launched an galleries.
eight-week summer for 500,000 children ages
three to five.
 America and the ‘Great Society: the development and impact of feminist 24
movements in the 1960s and early 1970s, including the fight for equal pay;
the National Organisation for Women
During World War II, a significant number of American women started to work to support men who had
enlisted in the army. There were about 6 million women working in factories, while around 600,000 joined
the Army as support personnel. After the war, many women refused to give up their jobs and started to
demand more rights.
The Feminine Mystique
In the 1960s, Around 38% of women
American women entered the workforce and In 1963, Betty Friedan published a book about
were expected to they were limited to a few women’s rights and the idea of a feminist
marry in their 20s and jobs including being a movement. She insisted that women should have
to focus on building teacher, secretary, and equal rights to men.
and maintaining a nurse. Moreover, they were National Organisation for Women
family. They were paid lower salaries
Friedan, along with other women leaders, established
tasked with compared to men. Very
an organisation that would demand equal rights for
housekeeping and few women entered
women under the U.S. law. By 1964, discrimination
childcare. By law, they professions with only 6% based on sex and race became illegal. It was followed
had no right to own being doctors, 3% lawyers, by the Civil Rights Act, which gave women equal
any property of their and less than 1% being access to employment and higher education.
husband. engineers.
 America and the ‘Great Society: the development and impact of feminist 25
movements in the 1960s and early 1970s, including the fight for equal pay;
the National Organisation for Women

In her book, Feminist IMPACT. In 1972, Moreover, women

Mystique, Friedan Education Amendment were not pulled out of
wrote that American was passed, which school in order to get
women who prohibited sex-based married. They were
abandoned their career discrimination in any given the freedom to
for marriage at a young federally-funded establish careers and
age contributed to the education programme. It own property without
baby boom. was also during this men. In politics, there
The feminist decade that Women’s was a huge increase
movement emerged in Studies emerged as an in female
the 1960s and focused academic discipline. By participation. Through
these efforts, today,
on ending workplace 1975, International
many forms of
inequality through anti- Women’s Year was
injustice, violence,
discrimination laws. declared, which
Betty Friedan, shown in 1970, is and discrimination
credited with starting second-wave highlighted the
based on sex are
feminism with her book contributions of women unacceptable.
to American society.
 America and the ‘Great Society: the development and impact 26
of feminist movements in the 1960s and early 1970s,
Roe v Wade (1973)
On 22 January 1973, the U.S. Supreme Court decided on the Roe v. Wade case, which affirmed the
constitutionality of access to safe and legal abortions.

BACKGROUND. As early as the 1820s and 1830s,

American women were using dangerous drugs to
induce abortions. Despite government regulations,
abortion was a common procedure for women who
did not want to continue a pregnancy. In the 1850s, the
American Medical Association began to call for the
criminalisation of abortion.
In 1965, the U.S. Supreme Court ruled that banning the
distribution of birth control to married couples was
unconstitutional. By 1970, Hawaii became the first
state to legalise abortion, followed by New York,
Alaska, and Washington.
Elianna Schiffrik, centre, was among a small group of counter-
protesters outside the Supreme Court during the March for Life
 America and the ‘Great Society: the development and impact 27
of feminist movements in the 1960s and early 1970s,
Roe v Wade (1973)
JANE ROE. Norma HENRY WADE. By 1970, Roe’s attorneys filed
McCorvey, famously a case against Henry Wade, the District
known as Jane Roe, was a Attorney of Dallas County. Wade was the
woman from Texas who same lawyer who prosecuted Jack Ruby for
had given birth twice and the murder of Lee Harvey Oswald, JFK’s
had to give her children up assassin in the previous years.
for adoption due to being
unable to financially RESULT. In 1970, the district court in Texas
support them. In 1969, Image of Norma McCorvey, a.k.a Jane Roe ruled that the abortion ban was illegal as it
abortion became legal in McCorvey became known violated an individual’s constitutional right to
Texas under as Jane Roe after she was privacy. In the following years, the case was
circumstances of saving referred to local attorneys appealed in the U.S. Supreme Court, which
the mother’s life. That Linda Coffee and Sarah decided in 1973 that the Texas law banning
same year, McCorvey fell Weddington, who both abortion was unconstitutional. Justice
pregnant and attempted to wanted to question anti- Blackmun, particularly, point out
have an abortion due to abortion laws in Texas. that women’s right to abortion was
continued poverty. protected by the 14th Amendment.
 America and the ‘Great Society: the development and impact 28
of feminist movements in the 1960s and early 1970s,
Roe v Wade (1973)
The court set
regulations on
abortion by dividing
pregnancy into three
trimesters. The first
trimester could be Image of a
solely decided by the woman holding
a placard
mother, while the insisting that
second could be abortion is a
regulated by the woman’s right

government based
on health risks. This
case further
strengthened
women’s
reproductive rights.
 America and the ‘Great Society’: the Supreme Court 29
ruling on equal rights (1972 and opposition to Equal
Rights Amendment)
Equal Rights Amendment

BACKGROUND. Originally known OPPOSITION.

as the Lucretia Mott Amendment, ❏ Some conservatives, specifically led by Phyllis
the Equal Amendment was first Schlafly, argued that the E.R.A would strip women of
drafted by Alice Paul in 1923. their privileges, which included exemption from
Between 1923 and 1970, a military draft and husband support.
number of versions were ❏ Conservative women were also against the movement
presented to Congress by because of its support of abortion, contraception, as
women’s rights groups. By 1970, well as gay rights.
with the instrumental role of
Representative Martha Griffiths,
the House passed the The Equal Rights Amendment was passed on 22 March
amendment, followed by the 1972, but due to opposition and lack of sufficient state
Senate in 1972. Within a year, it votes, the E.R.A was never ratified. However, many states
was ratified by 30 states even added similar amendments to their state constitutions.
after being partly slowed down by
anti-E.R.As.
 30
Glossary of Terms

CONSUMERISM RACIAL SEGREGATION GREAT SOCIETY

A social and economic idea The practice of separating A series of domestic

that purchasing goods and people based on ethnicity, policies initiated by U.S.
services are vital to an race, and colour. President Lyndon B.
individual’s well-being. Johnson to eradicate
poverty and racial injustice
in America.
McCARTHYISM CIVIL RIGHTS ACT FEMINISM
Refers to the rigid
campaign against The act which outlawed Advocacy for women’s
Communists who were discrimination based on rights which emerged in the
believed to have infiltrated race, colour, religion, 1960s and seeks equality of
the U.S. government. It was national origin, and sex. the sexes in all aspects of
named after Senator life.
McCarthy
who began the call.