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Prosperity and Thrift: The Coolidge Era and the Consumer Economy
provides users an opportunity to examine a variety of source materials
(ranging from print ads and books to personal correspondence and short
films) as they investigate the mass consumer economy of the 1920s. Materials
reflecting the opposing forces of advertising and the promotion of thrift,
labor conditions, economic policies, and some immigration concerns of
the era allow for a detailed understanding of prevalent concerns and
ideas under the Coolidge administration. Before reviewing the collection,
users should examine the seven introductory essays in the Special Presentation,
"Introduction to
Prosperity and Thrift: The Coolidge Era and the Consumer Economy,
1921-1929." These essays highlight some of the principal
themes of the collection and suggest some points of entry into the materials.
1) Andrew Mellon and America's Economic PolicyFrom 1921 to 1932, Andrew Mellon served as the Secretary of the Treasury for the Harding, Coolidge, and Hoover administrations. His economic policies influenced the prosperity and perils of America’s economy during this era.A search on Accomplishments of the Coolidge Administration provides Andrew Mellon’s October 17, 1928 press release that highlights Republican accomplishments on behalf of Commerce Secretary Herbert Hoover’s 1928 presidential campaign. A search on Mellon yields details of his tax reduction plans as well as opposition to his policies. You can read a letter sent to Hamilton Kean, the Republican National Committee member from New Jersey, criticizing Mellon’s plan as “satisfactory only to 330,000 taxpayers while it displeased 13,000,000 of the working class.” There is also an article in the February 8, 1928 issue of The New Republic claiming: “The power which Mr. Mellon now exercises is the most sinister single fact in American life.” After reviewing Andrew Mellon’s policies and the subsequent public reaction, consider the following questions.
2) American LaborA search on Industrial Strikes produces letters, newspaper articles, and telegrams sent to the White House on working conditions, workers’ standards of living, and strikes in various industries. A search on labor also produces accounts of industrial working conditions such as the U.S. Department of Labor’s Behind the Scenes at a Candy Factory. After describing long hours, unsafe working conditions, and other demands of the high-output industry, the report states:
For a comprehensive review of the position of labor in the 1920s, readers can also review Recent Social Trends in the United States, a research report commissioned by President Herbert Hoover and published in 1933. 3) The American Federation of LaborUsers also have an opportunity to review press releases and letters from the American Federation of Labor (AFL), including correspondence between AFL President Samuel Gompers and President Coolidge by searching on American Federation of Labor. In 1923, Gompers sent newspaper clippings about the condition of American labor to the President. Coolidge replied with a letter thanking Gompers for sending him the articles and asking for a meeting to discuss the matter.
That same day, however, Mother Mary Jones, an outspoken proponent of organized labor, showed her support for President Coolidge by posing with him outside the White House. Use the preceding examples and following questions to better understand American labor and politics.
4) ImmigrationAlthough Prosperity and Thrift emphasizes domestic policy, readers have an opportunity to review a few documents regarding the “melting pot” approach to American immigration. Searches on immigration and citizenship, for example, yield Pearl Idelia Ellis’ Americanization Through Homemaking, a primer on homemaking and citizenship for Mexican women immigrating to the United States.Before discussing topics such as sewing, cooking, childcare, and motherhood (topics that the author acknowledges are applicable to all immigrant women), Ellis addresses the claim that the education of Mexican women will soon be irrelevant.
It has been said that since Mexico is developing irrigation projects to reclaim arid lands, building National highways, and about to furnish free textbooks to pupils, that immigration will decrease and the question of ‘restriction’ will regulate itself. Be that as it may, some will come and many will remain here. As an economic proposition in the Southwest they are a necessity. We who employ them are challenged to raise their standards of living, improve sanitation, and control disease. Strenuous efforts in that direction will redound to the public good. If we expect them to adopt our customs, our ideals, and our country, let us set them a most worthy example. Preface Compare this guide with A.C. Strange’s article, “Becoming an American” in The United American Magazine of Good Citizenship, a publication declaring itself "devoted to the cause of Americanization, assimilation and group elimination; pointing the way to a constitutional Americanism, to equality in citizenship, and a better understanding between native born and foreign born."
5) AdvertisingIn the 1920s, almost everything that could be sold was sold through print, radio, and film ads. Claude Hopkins, the president of the Lord and Taylor advertising agency and author of Scientific Advertising, compared advertising to “a war, minus the venom. Or much, if you prefer, like a game of chess . . . We must have skill and knowledge . . . We dare not underestimate opponents . . . We also need strategy of the ablest sort, to multiply the value of our forces.” Searches on merchandising and advertising present a number examples of the specific strategies Hopkins refers to in his book.Although film and radio were in their infancy in the 1920s, advertising agencies embraced the media in an effort to reach new consumers. The science of print ads was applied to the new technology and a cross-promotional effort between print and radio advertising increased the strength of the agencies. This synchronicity between print and radio advertising is celebrated in two speeches by William Rankin in "Advertising and its Relation to the Public." While speaking before the Broadcasting Division of the New York Advertising Club, Rankin praises the value of newspapers: It is the daily newspapers that have helped most to make the Radio the great success it is today. The splendid support that they have given the Radio since its beginning . . . and the fine things that they are doing for it every day of the week are the real reasons for Radio’s enormous popularity. Page 5
6) ThriftWhile easy credit and advertising encouraged living beyond a consumer’s means, Calvin Coolidge and organizations such as the Y.M.C.A. promoted saving for the future. A search on thrift yields an undated statement made by Coolidge.
It is not so much what we earn today as what we save today that determines our position tomorrow . . . No man is so poor that he cannot begin to be thrifty. No man is so rich that he does not need to be thrifty. Page 7
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The written narratives, audio recordings, films, and photographs
that comprise Prosperity and Thrift provide engaging starting
points for historical thinking and for sharpening the basic skills required
to analyze and evaluate documents in a historical context. Emphasis
is placed on advertising, legislation, and social surveys.
Chronological Thinking: Photographic Timelines
Historical Comprehension: McNary-Haugen Bill
Readers can examine Coolidge's speech before the National Grange Convention on November 16, 1928, to ascertain the President's stance on the McNary-Haugen Bill. They can then enhance their understanding with information on the history of the bill available by searching on McNary-Haugen. Prosperity and Thrift also contains letters, reports, articles, and editorials from newspapers and farm magazines regarding this legislation from Oregon Republican Senator Charles McNary and Iowa Republican Congressman Gilbert N. Haugen. The bill existed in various forms from 1924 to 1929 as it was debated, revised, vetoed twice by Coolidge, and ultimately signed into law by President Herbert Hoover as the Agricultural Marketing Act of 1929.
A search on farm can also provide additional information on farming life such as E.L. Kirkpatrick’s The Farmer’s Standard of Living. This socio-economic study surveyed almost 3,000 white farming families in eleven states. Kirkpatrick’s assessment might provide another dimension to the debate surrounding the proposed legislation. One can perform similar examinations of other speeches and topics chosen from fifty-nine of Coolidge's formal addresses as preserved by one of his private secretaries, Everett Sanders. Search on Sanders Papers to locate these addresses. Historical Analysis and Interpretation: Bruce Barton, Advertising, and the 1924 Presidential Campaign In 1920, ad man Bruce Barton wrote an article entitled, "The Silent Man on Beacon Hill: An Appreciation of Calvin Coolidge." After declaring that Coolidge is a breath of fresh air on the political landscape, Barton emphasizes Coolidge’s frugality, modesty, and unpretentiousness. He claims that such “old-fashioned characteristics . . . are exceedingly refreshing in these ultra-modern days” as he invokes George Washington, Thomas Jefferson, and Abraham Lincoln. Barton also quotes Coolidge as saying: “The man who builds a factory builds a temple; the man who works there worships there, and to each is due, not scorn and blame, but reverence and praise.”
The two-part Pathe News film Visitin’ ‘Round Coolidge Corners also emphasized Coolidge’s character, containing statements such as: “Through New England meeting-houses like these, Pilgrims and Puritans taught the whole nation ideals, courage, honor, and devotion. They stand today for all that is finest in American character north, south, east and west.” Compare this film and other election-year ad campaigns with Bruce Barton’s article, using the questions at the end of this section. Bring another dimension to this exercise by considering Sinclair Lewis’ “Publicity Gone Mad” in which the author claims: the immemorial human desire for expressing one’s self is shown . . . in advertising and publicity. The man whose hat, religion, job, pay-check, house, and soul are completely standardized gains the ancient privilege of being different by reading of Chief Officer Manning’s ecstatic passion for Lucky Strikes [Cigarettes and] the lovely Mrs. Cornelius Vanderbilt’s adoration of Pond’s Cream. . . . “Publicity Gone Mad” Lewis later writes: “For this is perhaps our greatest improvement over Europe . . . our changing of the ancient right of privacy so that the most secret and perhaps agonized thoughts of any human being are the property now of any swine who cares to read about them.”
Historical Issue-Analysis and Decision-Making This collection provides a number of opportunities to identify issues and evaluate alternative courses of action. For example, a search on Stuart Chase Papers reveals an exchange between Chase and author Theodore Dreiser prompted by a critical review of Dreiser's Tragic America in which the consumer advocate questions the economic facts and figures in the book. Using data from the late 1920s, Chase deferentially debates the accuracy of Dreiser's statistics on unemployment and unchecked wealth, and takes issue with Dreiser's claim that "the [fluctuation of the business] cycle is deliberately fostered by bankers and great corporations, who welcome depressions because they find opportunity to cut wages and thus increase bank reserves and stockholders' profits." Evaluate the two men's positions based on your understanding of the era and decide which position seems more accurate. You can also examine the more general economic concerns of the 1920s. A search on Anna Kelton Wiley Papers offers an overview of consumer issues including home economics, scientific management of the household, and thrift. A search of Recent Social Trends in the United States, a study commissioned by President Hoover and published in 1933, offers a number of possibilities. For example, users can read and discuss one section from the second volume of the study on the condition of labor in the 1920s:
So far as the essentials of life are concerned, the majority of workingmen are now farther removed from what may be regarded as the sources of their supplies and from their immediate power to secure them. Page 806 Use the following questions to examine these materials and to evaluate the economic issues and decisions of the 1920s:
Historical Research Capabilities
The collection also contains discussions of the African-American experience including Booker T. Washington’s opening address to the Cotton States and International Exposition on September 18, 1895. Searches on National Negro Business League and African-American Economic Issues allow readers to compare Washington’s so-called “Atlanta Compromise” speech of 1895 with documents in the collection relating to economic issues raised by African Americans in the 1920s. You may also examine Alain Locke’s summary of race relations from the 1928 National Interracial Conference and studies such as Fisk University’s The Southern Urban Negro as a Consumer. In addition, readers can use the Guide to People, Organizations, and Topics in Prosperity and Thrift, with its concise descriptions and links to the collection, as a resource for understanding familiar references from traditional history books and textbooks. You can use the index to examine the collection for information on topics such as:
Or, review the Guide to People, Organizations, and Topics in Prosperity and Thrift for unusual references such as Macy’s Thanksgiving Day Parade and The Playground Movement. |
One can use Prosperity and Thrift to enhance one's understanding of literature by drawing connections between the collection and major literary works and social commentaries of the 1920s. The collection also affords users the opportunity to examine techniques of writing and oration, and selections from the collection may be used as a springboard for writing activities. Literature
Language and Technique
Expository Writing
Persuasive Writing
The very best sort of movies will be displayed for the youngsters. . . . Parents and guardians may send their children to these performances with complete confidence that what they see will be altogether wholesome and beneficial. Ever since motion pictures became a familiar public service institution, there has been talk of a so-called problem, ‘What of the Child and the Movie?’ This arrangement, the Saturday morning movie, is the complete answer to the situation. "Nation-Wide Saturday Morning Movies" An article from the September 1924 issue of The Playground entitled, "Should Children Go to the Movies?" estimates that 90 percent of school children between ages seven and fourteen go to films on a regular basis. Questions of content take a backseat to the negative health effects of the movie-going experience:
Motion pictures may exert a bad effect on the immature nervous system of the child. The brain in young children is very immature, and it and the nerves should be very carefully protected. Children who night after night gaze open-mouthed at exciting episodes and thrilling escapes become peevish and irritable. They have restless nights and nightmares. Choose one of these quotes (either a critique of content or the movie-going experience itself) and defend or reject the validity of the statement as either a parent or a child of the era. Advertising
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Last updated 09/26/2002 |