Overview
This lecture discusses the rise of consumer culture in 1920s America, focusing on mass production, the emergence of the middle class, and new spending habits driven by advertising and credit.
Mass Production and the Assembly Line
- Henry Ford developed the assembly line method, speeding up automobile production.
- Cars could be produced every ten seconds, lowering their price from $850 to $250.
- Other industries quickly adopted the assembly line, increasing factory efficiency.
- Unskilled laborers replaced skilled workers, as training was needed for only one task.
- Factories began producing many formerly luxury items in large quantities.
Rise of the Middle Class and Disposable Income
- Factory jobs increased and wages rose by 20% during the 1920s.
- More people earned enough to cover necessities and spend on non-essential goods.
- This economic shift led to the creation of a new American middle class.
New Consumer Goods and Electrical Appliances
- Affordable products included refrigerators, vacuum cleaners, washing machines, and radios.
- Mass production made goods cheaper and widely available.
- By the late 1920s, over one million refrigerators and ten million radios were sold annually.
Advertising and Consumer Culture
- Companies began mass-marketing products and competing for consumers.
- Advertisements became widespread, especially on radio.
- Effective advertising boosted sales dramatically, as with Listerine.
- Radio ads reached large audiences and encouraged consumerism.
The Rise of Credit and Installment Buying
- Some products remained expensive, leading to installment buying (credit).
- Consumers made a down payment, then paid the remainder over time.
- By the decade’s end, many Americans faced significant debt from installment purchases.
Key Terms & Definitions
- Assembly Line — Production method where each worker performs a single task as the product moves down a line.
- Mass Production — Large-scale manufacturing of standardized products, often using assembly lines.
- Middle Class — Social group with disposable income beyond basic needs, emerging in the 1920s.
- Installment Buying (Credit) — Purchasing method where payments are spread out over time after an initial down payment.
Action Items / Next Steps
- Review the impact of mass production on American society and economy.
- Study examples of advertising's influence in the 1920s.
- Be prepared to discuss the consequences of installment buying on household debt.