America as a Consumer Nation, 1920-1970
This paper will discuss the idea that Americans began viewing themselves as consumers rather than producers during the Twentieth Century. The first part of the paper will reject the notion that the self-image of Americans changed from producers to consumers in the Twentieth Century and that a fundamental shift took place between groups and the definition of success in America. The second part of the paper will argue that Americans never held distinct self-images as producers or consumers prior to the Twentieth Century since almost all Americans were consumers in some form or another from colonial times to the present. The third part of the paper will argue that success in America has always been defined in terms of material wealth and that the changes which occurred in the Twentieth Century had to do with the greater availability of such wealth and how it should be utilized.
A popular interpretation of modern American society is that between 1920 and 1970 Americans were transformed from producers into consumers. The production of basic necessities became less important for the individual family as these items were mass produced and sold through retail outlets. Rather than work to produce these necessities directly for their families, workers began working in exchange for money, which was then traded for necessities. Increasing compensation by employers gradually provided workers with excess monetary wealth, enabling them to purchase luxuries. Success in life came to be defined in material terms as wealth was equated with success.
It is not fair to say, however, that Americans changed their identification of themselves from producers to consumers in the Twentieth Century or that the actual change in status resulted in fundamental changes in the relationships between groups and the definition of success in America. Americans probably did not adopt a new identification as consume...