At the turn of the 20th century, consumerism began its long and tumultuous integration into the very core of American culture. During this time, mass advertising and availability of products drastically changed the exchange of goods and services. The transition of American society from one of production to one of consumption was a gradual one – one that would ultimately solidify American culture in an age of materialism. This materialism was perpetuated by tactical implementations by corporations. The “Keeping up with the Joneses” concept involved companies like General Motors coming out with new models every year and marketing these models as necessary replacements for the previous years’ purchases. Additionally, planned obsolescence became a norm of corporations in the 1920s, a concept that basically ensured the outmodedness of a purchase in a time span predetermined by the corporation. Similarly, the introduction of the “buy now, pay later” idea resulting in many families spending beyond their means. All of these corporate tricks along with an increasingly innovative advertisement culture provided no escape from shopping for the American consumer. Social standing and perceptions of wealth were suddenly and completely based on the acquisition of material goods, resulting in the definitive consumerist stamp on the American psyche.
The History:
Baker, Laura E. “Public Sites Versus Public Sights: The Progressive Response To Outdoor Advertising And The Commercialization Of Public Space.” American Quarterly 59.4 (2007): 1187-1213. America: History & Life. Web. 2 Dec. 2014.
Baker’s essay examines the aspects of early twentieth century consumerism that relate to advertisement, specifically outdoor advertising such as billboards. The concept of advertising through billboards drew both support and resistance during the 1920s, not dissimilar from the attitudes concerning public advertising today. Baker touches on the opposition’s assertion that outdoor advertising created a “mass culture of consumption.” Contrastingly, proponents of outdoor advertising maintained that advertising in public spaces was an expression of democratic voice, taking advantage of the rights offered to American citizens. These proponents often compared outdoor advertising to public displays of art. Baker does not necessarily pledge her allegiance to either side of the argument, but instead focuses on the similarities between genteel and commercial cultural values. Baker focuses on the effects of this form of advertisement, saying that it marked a notable turning point of the 20th century in which public space was seen anew as a venue for consumption of, not only material objects, but also ideas. The world was turning away from the idea that advertising was ugly and offensive to the sanctity of outdoor spaces, and aligning more with the idea that billboards provided a way to bring culture to the masses.
Longstreth, Richard. “The Diffusion Of The Community Shopping Center Concept During The Interwar Decades.” Journal Of The Society Of Architectural Historians 56.3 (1997): 268-293. America: History & Life. Web. 2 Dec. 2014.
In this essay, Longstreth examines the symbol of the shopping center and their influence during the 1920s and 30s. Before the time of the shopping center, American consumerism was impeded by the simple issue of geography. Only certain stores could be found in any particular town. However, as the idea of the shopping center, or mall, came to fruition, more and more companies thrived from their expansion. Longstreth maintains that, while the 20s and 30s were still a time of experimentation with shopping centers. These shopping centers provided a multi-faceted consumerist experience, serving as not only a place to buy goods, but a destination of everything urban. They were fairly scarce and each one was tailored to the style and tastes of their respective towns. Longstreth discusses the evolution of these meticulous practices into what we experience today – mass construction of standardized shopping malls. More generally, Longstreth touches on the role that shopping centers played in the increasingly competitive business model of the interwar decades.
Literary Criticism:
Leland, Jacob Michael. “Yes, that is a roll of bills in my pocket: the economy of masculinity in The Sun Also Rises.” The Hemingway Review 23.2 (2004): 37+. Literature Resource Center. Web. 3 Dec. 2014.
Here, Leland provides a literary criticism of Ernest Hemingway’s The Sun Also Rises. The author asserts that, after the First World War, the new affirmation of masculinity existed in the concept of economic stability and the ability to participate in new Western consumerism. As an expatriate, Jake Barnes experiences a longing to express his masculinity through displays of his economic prowess, especially considering that he can no longer display masculinity through his sexuality. Leland states that the tone of the novel is largely based on the shift that was happening in 1920s society from a culture based on productivity to one based on consumption. The ideas of masculinity in the novel are only a reflection of the new and substantial impact that money was having on this concept of being a man. Jake Barnes feels an immense amount of pressure after his injury in the war to prove his masculinity and this essay suggests that it is problematic that he turns to money as an alternative way to showcase his virility.
Giltrow, Janet, and David Stouck. “Style as politics in ‘The Great Gatsby.’.” Studies in the Novel 29.4 (1997): 476+. Literature Resource Center. Web. 3 Dec. 2014.
In this literary criticism, Giltrow and Stouck provide an interesting take on the narration of Nick Caraway in relation to scrutiny of the lavish time period as a whole. While there are many criticisms of the nature and reliability of Nick’s narration, this essay focuses specifically on those aspects of the narration pointed at the type of economic frivolity practiced by the other characters. The overwhelming wealth seen through the eyes of Nick is a topic worth discussing in relation to the 1920s as a whole and this is what Giltrow and Stouck focus on.
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