A Consumer's Republic: The Politics of Mass Consumption in Postwar America

A Consumer's Republic: The Politics of Mass Consumption in Postwar America (2003)
By Lizabeth Cohen

Synopsis: Cohen makes an argument that the postwar period (1945-1975) embodied the rise of the "Consumer's Republic" - that is, "an economy, culture, and politics built around the promises of mass consumption, both in terms of material life and the more idealistic goals of greater freedom, democracy, and equality" (7). Utilizing government sources, sociological surveys, marketing research, and historical monographs, Cohen provides a dense history of this era as it connects with the "consumers' republic" notion. The book is divided into: Origins of the Postwar CR (1930s, New Deal and war efforts); Birth of CR (consumption as the American way of life; continuous push for more purchasing and ownership; Black purchasing and boycotting power to voice discontent; The Landscape of Mass Consumption (suburbanization, commercialization, and privatization; feminization of public space via suburban shopping centers usurping downtowns; decline of legal redlining leads to rise of more covert segregation); Political Culture of Mass Consumption (rise of market segmentation and splintering off into more specialized groups; rise of the consumer movement). Cohen argues that the rise of the "consumers' republic" was just as influential as other Cold War issues, in that it was the belief that mass consumption could bring increased prosperity and equality. While it did do some good, it resulted in increased market segmentation and overall fragmentation.

Interesting Specifics:

Discusses the postwar "return to normalcy" push, and thrift as almost "un-America."

The national output of goods and services doubled between 1946 and 1956, and would double again by 1970" (121).

Between 1947 and 1953, the suburban population increased by 43 percent (195).

1948 Supreme Court ruling of Shelley vs. Kraemer found restrictive covenants unconstitutional.

In 1953, 70,000 person Levittown was biggest community in U.S. with no black residents.

Interacts With:

Actually, does kind of interact with books about the rise of mass production in the late nineteenth century and the hopes that this would democratize goods and put everyone on equal footing. Also is kind of connected to the republican ideal that we will all be united by our (relatively) equal access to stuff. It's a very "common man"/anti-elitist kind of idea that Americans seem to love.
Also, can be seen as another example of increased fragmentation of the modern era.
This is what most of my 1950s lecture is derived from.
This book has tons of good info, but is extremely dry and not American studies enough for me.