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Affluence and conformity, Urbanisation and affluence - Coggle Diagram
Affluence and conformity
Urbanisation and affluence
Expansion of the suburbs
By 1960 33% of Americans lived in the suburbs.
The federal housing administration and veterans administration offered house buyers 90% mortgages with 30 years to pay at a low interest rate.
more affluent whites preferred spacious and comfortable homes in racially and economically homogeneous neighbourhoods.
This middle class white exit from inner cities was known as 'white flight'.
The most famous builders were the Levitt brothers. They became so popular that when they were on sale queues would be formed to get them. Racially exclusive, black families who bought houses there had rocks thrown at them. 90-95% of white customers wouldn't buy into a community with a black family.
The changing nature of cities
govt policies, white flight and the black American Great Migration contributed to big changes in American cities.Increasing numbers of black people lived together in ghettos.
Ghettos increased due to restrictive covenants excluding black Americans from white neighbourhoods, lending institutions made it difficult for black Americans to buy decent housing, housing riots.
federal government policies also promoted residential segregation
Consumerism and domestic technology
1960 gave 30% more purchasing power then 1950
Suburban Americans rushed to buy cars, labour saving devices and anything considered essential or fashionable
The media spread the message of the requirements of the American dream. It became associated with being able to buy what you want. Dishwashers, washing machines, vacuums etc
Some thought this increasing consumer attitude undermined traditional American values.