The politics of mass consumption in postwar America by Lizabeth Cohen, - Essay Example

? of the [Project of the Explain how the consumer economy, society, and culture during theWorld War II era affected women and African Americans and how consumerism in the wartime years provided opportunities for both of these groups to claim greater social and political power as “citizen consumers. Soon after the World War II, the American administration had adopted an effectuate strategy to reconstruct their economy by promoting and expanding mass consumption. Those who were at the helm of affairs took prosperity of Americans, as a central point of their plan. In their thoughts, the demand driven economy not only provide an opportunity for effective recovery but rekindled hopes in Americans for becoming part of an egalitarian society and to raise their heads being a true democratic nation. The idea of mass consumption provided American citizens to live in an ideal situation than before with equal footings with the neighbors (Cohen, 64). The above move was not accidental. It co relates with the historical era of 60s and 70s. At that time, the diversified segments of society comprised of African American origin, women, adults and the old citizens began to assess themselves within the ambit of identity politics. Here, the people’s affiliation with specific community defined their cultural awareness and motivation for a consolidated action. If we look back to the era of 60s, we find that those market managers, who failed to respond to the market demands in terms of innovative products, soon disappeared. Mr. Haley, Vice President and corporate researcher very rightly pointed out "it is easier to take advantage of market segments in vogue than to attempt to create new ones" (Cohen. 68) With the advent of new innovative deals and the ending of World War II, sizeable American Consumers got to know their rights as an individual consumer which was instrumental in promoting the generalized goods. In his book Cohen introduced mass consumption philosophy into four parts. In Part I, she elaborately discussed the "Origins of the Postwar Consumers' Republic,” concerning 30s and 40s era, when a concept of citizen consumer was coined that emanates from women and African-Americans. The said categories accept it a way of life. They consider it to be a safer and equitable market place. In the second part namely "The Birth of a Consumers' Republic," wherein she specifically discussed the role of Consumers? She hailed the patriotism of American nation since they fulfilled their obligations by promoting consumerism as a safe passage to economic equality and the political independence. Cohen identifies how consumer related policies helped the consumers to underwrite in terms of GI Bill and the tax code, which benefited the white middle class males segment greatly at the cost of discriminating other stakeholders with particular reference to women and the African Americans origin (Cohen, 85). She also discussed in her book the existing gap between the promise and the reality with regard to the rights of Consumer, instrumental to ignite civil rights movement. The increasing demand of blacks for public accommodation, stores, theaters and restaurants against the backdrop of black access to house themselves in public accommodation e.g. downtown stores, movie theaters, and restaurants can not be ignored. Above mentioned sites of consumption, overshadowed by the privatized new commercial avenues that comes to surface in suburban America. In part III entitled "The Landscape of Mass Consumption," Cohen apprised its readers that how the suburban America queued racial and income lines in accordance with the study of New Jersey State. For him suburban shopping malls not inclined to adopt the model of urban downtowns. In the last part of discussion that drives out from “The Political Culture of Mass Consumption," shows how the market trend and the national politics could effectively be dealt with the issues of reinforcement and simplification to cope with after war trends. In her threadbare discussions about limitations and exclusions of postwar America which is based on a variety of research and literatures, relating to civil rights and women’s movement, which stems out from consumer culture. The views of Cohen that post war period of World War II were the defining movement in the history of the United States of America in respect of mass consumption to be endorsed. Review of her remarkable book indicates that she is truly touchy on the issues of social disparities on the basis of gender, caste and creed. She considered post war period blessing in disguise in the lives of the American citizens, business houses, hard earned laborers and of course policy makers. With the ending of World War II, United States of America felt it necessary to address the worst economic impact on it country. Well thought out plan of policy makers were introduced to rehabilitate the economy of war torn state in order to ensure its citizen a happy and more prosperous life with innovative products. New products manufactured by different companies made available to their citizens on affordable payments. By introducing consumer products in different markets, it made it easy for the American customers in general and for women and African American origin in specific to bear fruit. It does not mean that the United States of America stopped production of military arsenal for their Armed Forces. It had continued with great expansion to meet the requirement of its military while its critical partners were busy in the amassing of wealth through selling of consumer products to the masses. The key players of economic interest supported mass consumption to travel on the thoroughfare of peace. After the World War II, the interest of business tycoons shifted to consumer products for generating substantial profit. Encouragement for a massive consumer economy appears ideal for the nation as a whole. Without extensive and concerted efforts by the American citizens, economic goals could have been a remote possibility. The mass consumption encouraged people to buy consumable items, house and cars out of their savings. Since the introduction of Mass Consumption policy gained great favor of business magnates, labor leaders, government functionaries, electronic and print media and others that conveyed the message to the bottom line that mass consumption was not a personal activity rather it is the civic responsibility to fulfill aims at to improve their living standard and to expand prosperity cycle. Ever increasing demand of consumer products compelled the manufacturers to enhance their production capacity to fill the gap with demand and supply. This had created a number of lucrative jobs for their unemployed youths and others alike. In line with the theory of Cohen, the principle of the market is to attract specific segment of society rather than the whole society to market offered products. It ensures reposing confidence in the consumers for consumable items. The capitalists and the rebellions have the common interest in terms of strengthening and the expanding the consumer outlets. Therefore, the market place should be the same as was in the era of post war period of America. It would not be out of place to mention that such market places were housed in the known residential communities and the commercial places. Both were the ideal places for the commoners and the elites. Later on the principle of market segmentation turned into politics of communities where politicians tailored their messages to certain groups in the electoral process. Last but not least, the Role of American Government in the Consumer’s Republic was a bit complex since the federal government kept it self aloof from moving the economy as desired by the by the economic pundits, nor it restrained the business that relates to consumers. Despite the above, the involvement of government in new deals can not be neglected. Most of its involvement aims at to increase purchasing power of the Americans. The Employment Act 1946 determined the responsibilities of the government with reference to increase maximum employment opportunities, production besides the purchasing power of its citizens. To meet the desired objectives, excellent contribution of GI bill 1944, social program, social security, unemployment insurance and high way construction can not be ignored. Works Cited Cohen, Lizabeth. A Consumers' Republic: The Politics of Mass Consumption in Postwar America. Vintage, 2003. Read More