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Great Oil Strike in Titusville, PA
In 1859, ambitious Edwin Drake struck oil in PA and thus began the PA oil rush. With the whaling industry providing so much fuel for much of US history at mid-century, why was this oil discovery significant? What other natural resources in PA helped to fuel American consumerism? -
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Pittsburgh's Golden Age
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New Consumer Market Emerges
Middle class, Pillsbury flour, Jell-O, Cracker Jacks, self-working washers, Saturday a family day -
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Organizations formed to combat ills and vices of Industrial Society
National Consumers' League (596) -
Upton Sinclair's The Jungle is Released
Muckraker Upton Sinclair released this classic expose of the Chicago meatpacking industry, informed & inspired by his own tours of the plants and interviews with consumers and community.Dirt, dust, rat droppings seasoned the meat, & there were no precautions or restrictions for sick laborers. The public was shocked and the book's release precipitated investigations of the meatpacking industry and a crackdown of regulation. Did the book make a bigger impact on producer or consumers? -
Pure Food and Drug Act, Meat Inspection Act
Outraged by the filth and unsanitary practices of the meatpacking industry exposed by "The Jungle," reformers pressed the federal government to develop sanctions against any manufacture, sale, or distribution/trafficking of unsafe products. President Theodore Roosevelt signed the act into law. What motive did the meatpacking industry have to continue these unsavory and unsafe practices? Does legislation and regulation protect the consumer? -
Richard W. Sears and Alvah C. Roebuck Create Mail-order Business
In the early 1900s, Sears became one of the first large-scale retailers in the nation, marketing clothing, tools, and appliances to the American consumer. Later, Sears would open locations in the suburbs to reach and attract a wider customer base. In 2019, Amazon opened a number of brick and mortar stores, & allowed customers to make returns at Kohl's locations. In what ways is this a return to the practices and model of an old-fashioned retailer like Sears? -
Ford Model T is released
The Ford Model T, produced between 1908 and 1927, was the first mass-produced automobile that contained interchangeable parts. Henry Ford aimed to produce a car that was efficient to produce, and within the means of the growing American middle class to purchase. Why was it meaningful for Americans to purchase a Model T? How did the production and price point of the Model T contribute to the creation of the modern American consumer? What did owning/purchasing one symbolize? -
Triangle Shirtwaist Fire
In the spring of 1911, 146 people perished in one of the most horrific industrial disasters of American history. Young girls, subjected to long hours, uncomfortable work conditions, and subpar wages, fell victim to an accident and labor negligence. Does this disaster have much to do with industrial development and capitalist growth at the beginning of the 20th century? Consumerism? Link:
https://www.smithsonianmag.com/history/uncovering-the-history-of-the-triangle-shirtwaist-fire-124701842/ -
Clayton Antitrust Act
Designed to bolster the Sherman Antitrust Act, The Clayton Act closed certain loopholes that companies exploited even after Sherman was enacted, such as prohibiting the formation of restrictive shipping agreements and blocking the formation of monopolies, not just among businesses that produce the same kind of goods. How might this act have affected production of US goods? Would this have affected the AMerican consumer? -
Pyrex Glassware Founded in PA
In the mid-1930s, Charleroi, PA became the production site of iconic Pyrex brand. Link: https://www.thekitchn.com/how-pyrex-glass-cookware-is-made-in-charleroi-pennsylvania-223353
Few realize that Pyrex is made using a process that combines recycled glasses and broken Pyrex with a special chemical blend, making it more sustainable, durable, and efficient to produce. If the general public was made more aware of this process, how might this affect consumption of Pyrex in 2020? -
Keating Owen Act
As of 1900, over 2 million children were reported on the national census to be working in US mills, mines, & factories. After an investigation by the government, child welfare activists clamored for legislation that would end child labor. How does the campaign to end child labor reflect the ideals and goals of the Progressive movement? Why did Sen. Beveridge propose ending child labor through interstate commerce, and was this effective? Did this act end child labor? -
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Industrial Economy Matures; American Economy Booms
(651) -
Frank Conrad of Westinghouse Company, Pittsburgh, PA
working inside his barn, started to transmit phonograph music and baseball scores to local wireless operators. 6 months later - opened first licensed radio station - KDKA. -
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The 18th Amendment in Effect in the US
Ratified in January 1916, the 18th Amendment prohibited the transportation, manufacture, and sale of "intoxicating liquors" in the US. Since it did not outlaw the consumption of alcohol, this created problems with local law enforcement and complicated the business structure of many entertainment and business establishments. Why was it finally repealed in 1933, and what effect did the period of Prohibition have on the consumption of alcohol in the US? -
Lucky Strike Launches "Precious Voice Campaign"
In order to protect against claims that cigarettes were insalubrious to the consumer's health, advertisers employed by Lucky Strike dreamed up the campaign that by being "toasted," the cigarettes were healthier than other brands. However, in order to boost sales further and expand consumer markets by enticing women to smoke, the "Precious Voice" campaign launched, assuring the American consumer that LS products were helpful to preserving the voice and vocals of all consumers. (655) -
Edward Bernays publishes "Propaganda"
In 1928, Bernays became known as the "father of propaganda," by asserting that advertising is a necessity of business and not just a gimmicky ploy. His philosophies on advertising and consumerism even influenced Goebbels and those behind building Nazi propaganda in the 1930s and 40s. Did Bernays' work empower or hinder consumer power in the twentieth century? Do you agree with his idea that public relations is necessary? Why or why not, and for whom? -
Black Thursday, the Start of the Great Depression
On this day in 1929, the Roaring Twenties, a period of cultural and economic exuberance, came to a sudden halt. The crash marked a period of declining production, low employment, and huge debts, burdens that caused banks to fold. How do economic recessions or depressions affect consumer confidence? How does government and its leaders try to combat these sudden dips in spending or production? -
Smoot-Hawley Tariff Enacted
Enacted in 1930, this Tariff raised already high US tariffs on agricultural tariffs. Instead of helping the farming industry, it ended up raising food prices worldwide. Senator Reed Smoot was one promoter of the sugar beet business in Utah, a desire that encouraged him to promote this Act. Why is earmarking in politics relevant to consumerism? Did the Tariff contribute or alleviate the economic strains of the Great Depression? -
American Jews Boycott German Goods, German Businesses in Light of Expose on Holocaust
American Jews initiated boycotts of German products and businesses in order to protest anti-Semitic policies instituted in Nazi Germany. Some viewed the boycott as an effective way to weaken the power of the growing Reich, while others saw boycotts as a mere nuisance to Nazis, likely to strengthen anti-Jew policies. Would you have participated in a boycott of German goods and companies? Why or why not? Link: https://www.jpost.com/Opinion/Who-boycotted-the-Nazis-and-who-didnt-596831 -
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American Birth Control League
Although social mores may have reserved birth control for a select population of married couples, 90% of the college age population used contraception during this period. The establishment of the ABCL, the precursor to Planned Parenthood, unleashed a revolution in consumer reproductive politics. According to its founder, Margaret Sanger, how and why should female consumers be empowered to choose and purchase birth control? Why was BC on the "black market" for much of the early 20th century? -
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Dust Bowl
In the 1930s, an environmental drought devastated the Southern Great Plains region. Winds and dust wiped out crops, livestock, and profit from farmers in the region. The Dust Bowl had enormous effects on agricultural production and consumerism. Did the New Deal do anything to alleviate this plight? How might the great flight of workers and farmers from the area have affected American consumerism? -
Federal Surplus Relief Corporation is Created
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Zippo Founded in Bradford, PA
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President Roosevelt Signs Beer-Wine Revenue Act
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New Deal Programs Spur Consumerism, Economic Spending
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President FDR Establishes War Production Board
In 1942, FDR established this agency, committed to orchestrating production of supplies and weapons for the war effort. FDR and the federal government was committed to streamlining the production of plastics, rubber, paper, metals, and other resources to maximize the benefit for the Allies. What were the pros and cons of the federal government's efforts to control American production (and labor) during WWII? -
Quaker Oats Company Registers Aunt Jemima Product
Anna S. Harrington was reimagined as "Aunt Jemima" on Quaker Oats products and marketing after being discovered at a state fair in the 1930s. Her image and name was featured on various products and campaigns of the company for decades. How has race, racism, and cultural ideas informed consumer values, as suggested by this article?
https://money.cnn.com/2014/08/11/news/companies/aunt-jemima-suit/ -
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Golden Age of Advertising
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Pittsburgh Becomes "Arsenal of Democracy" During WWII
provided steel, aluminum, munitions, and machinery -
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Bethlehem Steel Produces armored plate and ordinance to Armed Forces
After the bombing of Pearl Harbor, Bethlehem Steel was commissioned to make bomb casings, airplane parts, and warships for the war effort. Its production was essential to the US Navy during WWII. Was America a producer or consumer economy during WWII?Like many small towns in America, what do you think the effect of increased business/production at BS do for Bethlehem's economy and community? -
Victory Gardens Become Important Political, Economic Tool
During WWII, victory gardens were promoted as a patriotic project for families on the US homefront looking for ways to limit consumption for the sake of soldiers overseas, and to supplement their own pantries during periods of rationing.
Links:
https://www.history.com/news/americas-patriotic-victory-gardens
http://sonomamg.ucanr.edu/History/Victory_Gardens_in_World_War_II/ How did the promotion of victory gardens transform consumer habits during wartime? Why was this effective? -
Television Advertising Debuts
In 1941, the first television advertisement debuted during a baseball game between the Dodgers and Phillies. The Bulova watch company was able to release their ad to over 4,000 people in NY. Link: https://qz.com/721431/watch-the-first-tv-commercial-which-aired-75-years-ago-today/ Why did Bulova choose to debut their watch ad during a baseball game? How has American consumerism used televised advertisements during sports events since, and to what end? -
FDR reinvigorates National War Labor Board during Wartime
First set up by President Woodrow Wilson, FDR reinstated and strengthened the policies of the NWLB to insure the reliability and continuity of wartime production. Wages linked to telegraphs, railroads, shipping, mining, and other war-related industries were also controlled by the NWLB. The NWLB did much to stave off labor disputes, stabilize wages, and unrest in wartime production during WWII. Why was this program essential for the American war effort? Were there any "losers" in this movement? -
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Age of Tomorrow Campaign
Designer H. Creston Donner created the campaign featured in magazines, newspapers, & film, as well as touring kitchen exhibits to showcase the possibilities for consumption in a postwar era not limited by rationing or spending restrictions. Americans longed to consume appliances, shavers, and cigarettes with freedom at war's end. With the rationing and consumer limitations imposed by WWII policies, how would this campaign influence aspirations and consumer goals in the postwar era? -
Roosevelt Delivers State of the Union Speech, Emphasizing Wartime Production
In his State of the Union address in 1942, Roosevelt stated:
"Production for war is based on men and women--the human hands and brains which collectively we call Labor. Our workers...realize well that on the speed and efficiency of their work depend the lives of their sons and their brothers on the fighting fronts."
Why did Roosevelt highlight wartime production in his SOTU speech? What was the intended effect on US consumers/production? -
Rosie the Riveter Campaign debuts on Saturday Evening Post
Originating as a popular song in 1942, Rosie became a hallmark of WWII propaganda, drawing women in to work for the US defense industry as welders and riveters.How did this campaign sour or change when servicemen returned? Link: https://www.defense.gov/Explore/Features/Story/Article/1791664/rosie-the-riveter-inspired-women-to-serve-in-world-war-ii/
According to the article, how did the passage of time affect how the "real Rosies" view production, gender, consumerism in the modern US? -
GI Bill/Serviceman's Readjustment Act 1944
Signed into law by FDR, the GI Bill was designed to reintegrate returning WWII veterans into civilian society. The federal act afforded them opportunities to acquire low-cost mortgages, loans for continuing education, and even unemployment compensation for those pursuing work or schooling for a one year period. Did the GI Bill benefit all veterans equally? How did this act affect consumerism in the postwar period? -
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Golden Age of Consumerism
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Taft-Hartley Act of 1947
Enacted in 1947, the Taft-Hartley Act was able to solidify worker protections left unanswered or unaddressed by the Wagner Act. Taft-Hartley afforded laborers more freedom to advocate for their wages and labor conditions, and also to negotiate their relationships with labor unions. How does legislation such as this affect American consumerism? Does legislation such as this bring about real change for laborers and producers? -
Levittown is Constructed
William Levitt retooled the famous Ford assembly line concept to construct scores of model homes in the same community, deemed a "Levittown." Builders would move from site to site, each team repeating the same building piece on a new lot. What did the ownership of a Levittown home symbolize to American families moving to the suburbs? What did the popularity of these pre-planned communities mean for American consumerism at this time? -
Disaster in Donora, PA
Donora, a town in Western PA, experienced a horrific environmental incident in 1948 when a layer of warm air prevented the toxic emissions from the steel mill plants from escaping the town. Over 7,000 people experienced respiratory distress and the disaster was said to be responsible for 20 deaths. Are these incidents coincidental or what relation do they have with rampant consumerism? Why do environmental disasters matter when considering American production and consumerism? -
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Boycott of Racially Segregated Businesses
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Revlon Launches "Fire and Ice" Lipstick Campaign
With a sultry photo and a questionnaire inquiring if women were ready for 'fire and ice' in their cosmetics and in their private lives, Revlon launched a unique campaign that targeted women who made decisions for themselves as purchasers, not just for the men in their lives. How does this campaign signal cultural changes or shifting ideas about gendered consumption in the twentieth century? -
Bus Boycotts in the American South
Organized first as a grassroots protest and swelling as a major point of civil rights protest, the bus boycotts in the segregated South aimed to draw attention to the exclusion of AA in public services and the economic importance of AA patronage of public services. How do boycotts of public services affect consumption and production of American products and economy? -
Time Magazine Proclaims Boomers are a "Built-In Recession Cure"
In 1958, Time Magazine reflected the fascination of the rest of the country: Americans were having more babies than ever before, and a populous young generation expanded possibilities for producers to capitalize and profit from capturing these consumers for life. Link:
https://www.history.com/topics/1960s/baby-boomers-1 Why is population size such a topic of interest among scholars? How does the size of the Baby Boom generation impact consumerism in 2020? -
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The Donna Reed Show
A leading sitcom of midcentury America, this show glorified the life and values of the American housewife. How might American housewives related to or been validated by this show? Why is public representation of female consumer important in media? Did Reed's "maternal feminism" have any bearing on the feminist movement and consumer trends? -
Knox Mine Disaster
Several miners were injured or killed upon orders to dig under the Susquehanna River, an unauthorized decision that resulted in the river flooding into the mine, halting production and harming many. In an age of deindustrialization, this incident crippled the economy and community of NEPA. This disaster is considered by many to be a referendum on the end to anthracite coal mining in NEPA. Do you agree? How can environmental disasters affect production as well as consumer confidence? -
The Kitchen Debate
Following a similar exhibition in NYC in June 1959, an American exhibition in Moscow was the site of a debate between Soviet First Secretary Nikita Khrushchev and President Richard Nixon. Upon viewing a model kitchen with American appliances, Nixon tried to argue for the superiority of capitalism and the affluence brought about by American consumerism. Both leaders argued the merits of communism or capitalism. Why would each argue passionately that their system was superior? -
Walmart, Corporation Established
Walmart's mission statement remains the same as in its founding: "Save people money so they can live better." Who did Walton envision benefitting from this message: laborers, employees, or both? In light of revelations of Walmart's policies in the 21st century, including the controversial payment and benefit policies for employees, are people "living better" because of Walmart? How does this reflect patterns of US consumerism? -
Andy Warhol Exhibits Campbell's Soup Cans Exhibit Art
At the Ferus Gallery in Los Angeles, Warhol debuted his famous Campbell soup can exhibit. At the suggestion of a friend, he chose to depict a food he ate almost every day as a kid: soup. The exhibit was an extension of his other work on comic strips and ads. What does this art say about Warhol's perception of consumption and American consumerism? What do you think the general public thought about it? -
Birth Control Pill Hits American Markets
Although contraceptive products and practices were widespread in American society prior to the 20th century, "the pill" revolutionized contraception and ideas about sex for American consumers. Quickly, the pill became widely popular and empowered many female consumers. Access to birth control has been a significant problem for American consumers throughout the 20th century. How did the pill resolve or complicate the issue of access to this particular product? -
The Feminine Mystique
In this groundbreaking work by feminist Betty Friedan, the plight of housewives linked to the manipulation of advertisers & consumerism. Advertisers targeted housewives, encouraging them to foster their femininity to achieve personal satisfaction & the approval of their husbands & neighbors.However, domestic work and consumption set impossible standards for women;instead they felt increasingly guilty & dissatisfied. What is significant about the timing of the publication of this work? -
MLK Delivers For Jobs and Freedom Speech, March on Washington
In his speech to hundreds on the steps of the Lincoln Memorial, MLK Jr. espoused the hopes and aspirations of African Americans:
"We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. And so we’ve come to cash this check, a check that will give us upon demand the riches of freedom and the security of justice.
In public memory, the CRM is not often recognized as a movement for economic equality for African Americans.Why is this? -
President LB Johnson delivers "Great Society" speech
At the University of Michigan, President Johnson delivered a speech that reflected his views and plans for American politics and consumerism in the future. Did Johnson's promise to help Americans live the "good life" have anything to do with consumerism? In what ways does poverty affect consumerism? Did Great Society programs have an impact on the power of the consumer or the laborer? -
Establishment of the Food Stamp Act
In 1964, President Johnson wanted to make the food stamp program permanent for low-income Americans. Within a decade, the issue of cost of food stamp benefits and administrative issues surrounding dissemination of benefits became a long-standing political argument. Was the program beneficial? For whom? At what cost? Were the restrictions for SNAP-funded purchases restrictive? How do you think this impacts American consumerism or reflects consumer values? -
Delano Grape Strike
In the late 1960s, Cesar Chavez asked Americans to boycott California grapes due to poor pay and working conditions for workers. Do you consider this strike part of civil rights history in the US?
Can boycotts engender political or cultural change? What aspects of this strike were sufficient to warrant or force worker improvements for grape -
Fred Rogers Talks about how Consumer Society can Negatively Affect Children's Worth
Fred Rogers, the founder of the children's educational show Mister Rogers Neighborhood, was a supporter of childhood education. Rogers wanted children to feel safe and secure in their own identity, exhorting he liked them "just the way they are" and feared that advertising and consumerism that targeted children would harm their development and future mindset. How did Rogers' message of simplicity, self-respect and self-acceptance contrast against American consumerism? -
Boycott of Dow Chemical's napalm
In 1965, Dow Chemical was commissioned by the Department of Defense to produce napalm, a dangerous chemical that was weaponized during the Vietnam War. The powerful chemical had the ability to dissolve skin on contact, and the media revealed that napalm injured children and civilians as well as Vietnamese combatants. American consumers reeled at the inhumane effects of such a product. Students protested Dow Chemical on college campuses. How effective were these boycotts? -
President Carter Presses for the Establishment of a Consumer Agency
Carter proposed a national consumer agency was necessary to protect and advocate for the interests of consumers when developing policy and regulation at the federal level. Why do you believe President Carter thought it was necessary to establish a consumer agency at the federal level? Is it effective for the government to police itself in matters of consumerism? -
Three Mile Island Disaster
In March 1979, a mechanical failure led to the meltdown of a reactor at the Three Mile Island nuclear plant in PA. The hydrogen bubble that formed over the town caused worry for pregnant mothers and residents. The film "The China Syndrome," riffed off of this disaster. How has Hollywood responded to or capitalized on environmental disasters in American consumerism, and how is this viewed by the American public? How did this disaster affect production of nuclear energy? -
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Layoffs, Unemployment Follow Deindustrialization of Steel Mills
After the WWII industrial complex cooled, local businesses, like those in Pittsburgh, PA, were left without a clear direction or business plan for how to continue manufacturing or production at a profit. PA steel and coal was no longer a source of profit or government demand. How do sudden layoffs or unemployment trends affect local consumerism? Do they have any long-term effects on political alignments or trends in those areas? -
Pittsburgh Cultural Trust Established
Founded in 1984, the Pgh Cultural Trust is a non-profit organization committed to promoting the arts & cultural in the Pittsburgh area. In a city where steel was king for much of the twentieth century, the industrial dissolution of the steel industry in the 1970s and 1980s ushered in a new era of cultural revitalization in order to reinvigorate the local economy and Pittsburgh communities. How does this cultural shift embody changes cities were forced to make in the post-industrial period? -
President Reagan Demands Boycott of All South African Goods
In the 1980s, Congress threatened to put sanctions on the import of South African goods as a political statement against the violence and civil rights violations brought on by Apartheid. Initially, Reagan vowed to veto these proposals, but eventually came around to agree with the boycott South African goods. Can boycotts have an impact on international consumerism? Why would Reagan amend his policy? What does this say about the power of boycotts on politics? -
President GW Bush Delivers Speech, Urging Americans to stimulate Economy Through Spending
In the wake of the September 11th attacks, President Bush reassured Americans that it was safe, even patriotic, to continue spending and even to patronize air travel to Disneyworld, for example. Restoring consumer confidence was essential to protecting Americans from fear of terrorists. Why else would it be important for the President to reassure American consumers to continue spending money and circulating money in the US economy immediately following the terrorist attacks? -
Boycott of BP gas following Oil Spill
In April of 2010, the Deepwater Horizon oil rig began to leak off the Gulf of Mexico, leeching 1,000 pounds of crude oil into the gulf per day. Several workers are reported missing. Cleanup and legal claims trouble the company, and a global boycott of BP gas affects its regulations and production. How are boycotts like these used as political protest? Are they effective? What other boycotts related to environmental disasters or affronts can this relate to?
