From the 60's to the 90's and Beyond...

From the 60's to the 90's and Beyond...
by Warren Chase Anspaugh

     The 1960’s were evidently an era of rebellion, in contrast (or perhaps opposition) to the 1950’s, which held a cultural psyche deeply rooted in citizenry and conformity (Super 226). A central element of such a cultural phenomenon was commoditized controversialism. Features of this cultural transition and prevalence towards iconoclastic ideals included the commoditized politics, as observed in bumper stickers, fashion styled with political messages, and characters exalted by the media as free-spirited rebels (Thomas 136). It began with the social construct or label of the “rebel” identity, which later faded away to reveal the essential core of the movement: individualism. The atomization of our culture has been enforced by capitalist drives for profits, supported by our rich economy and intensified by our relentless pursuit of identification and consumption. As our identities change in response to social, political and economical externalities, commercial consumerism follows along pursuant to economic imperatives of capitalism.

     Consumerist campaigns of firms are heavily contingent upon the current socioeconomic setting. The socioeconomic landscape is decorated by the million units of cultures, i.e. people, which amount to a cultural hegemony. This arising culture is catered to by commercial firms that seek to distribute goods and services. Economic, technological and political advancements towards the highest ideals of capitalism (e.g. individual rights, private property), reinforce these goals held by firms nationwide and supports the individual’s drives for consumption and identification. Such profit-seeking enterprises maintain a concurrency with the ever-changing cultures, as evidenced by advertising and marketing approaches from the 1940’s, through the 1960’s and to this very day.

     From a political perspective, the era of the 50’s, which had a collective psyche influenced by values and ideals that were very conformity-oriented, was likely to be a proximate cause of the individualization that followed (Super, 226). With external factors, such as the WWII, no longer being a strong incentive for society to hold onto the collectivist, citizenly mores which characterized the 50’s, that culture faded into history as unfavorable and obsolete. Accordingly, so too did advertising and consumerism change in response. For instance, military advertisements changed in their persuasive approaches. Prior to this cultural shift, advertisements would aim to strike a feeling of patriotism, unity, and especially duty. Afterwards, the ads gradually took on a more individualistic approach, aiming to appeal to one’s sense of personal enrichment and achievement. An example of the old style ad-campaign for the US military depicts a woman being crowned with a nurse’s hat, by the American flag-colored arms of Uncle Sam. Beneath it is the expression (or perhaps war cry) “Become a nurse… Your country needs you.” (“Become a nurse”, Borkan) Similarly, another advertisement from the Air Force in the same era, bears the message “Do your part, for duty, honor, country.” (“Keep ‘em flying”, Borkan) These slogans are effective to the extent that there are patriotic people with a strong sense of duty and servility to one’s own country. Presumably, the ads were published because they were effective, which indicates the cultural attitude of that era was consistent with this patriotism and uniformity.

     A more recent example of how certain externalities motivate such patriotism and sense of duty to one’s country involves the World Trade Center incident, on September 11th, 2001. After the series of events took place, there was a substantial increase in the market for commoditized patriotism. Wal-Mart, widely considered to be the largest retailer in the world, reported a significant increase in sales of American flags (“9/11 Flag Guidance”, Mike). There was an overall cultural shift in attitude; shifting from concerns of personal, private socioeconomic progress to concerns of public, national integrity and security. Today, the prevailing cultural attitude has mostly regained its position prior to September 11th, 2001 – and so too, has consumerism changed. Military advertisements, such as those for the US Army, are very individual-centric. The widely known slogan for the US Army is: “Be All You Can Be”. This statement aims to appeal to the personal value of achievement and pride in fulfilling one’s own goals. No longer advertising itself as the ambition to which capable individuals should arrive, the military now advertises itself as a vehicle to arrive at one’s own ambitions. On top of that, a visit to the official website of the U.S. Army will reveal a newer slogan, which heavily demonstrates the inclination towards an ego-centric approach to advertising in today’s culture: “Different Soldiers. Different Strengths. Find Your Own Strength.” This change towards a more individualist consumerism took place after WWII, evidenced by heretical “Rock & Roll” cultures, which evidently carried over to become intensified in the 1960’s (Richard, 8).

     From an economical perspective, this individualization represents the atomization of markets. This was permitted (or became more permissible) by the technological advancement of the industrial revolution, which gave rise to mass production and economies of scale. This generated the capacity to capitalize on as wide of a market possible, by entertaining not only greater volumes, but greater classifications of consumers. Customization is characteristically individual-centric, permissible to the masses by economies of scale and driven by a capitalist economy. To this day, the individualization and customization of commodities seems to show no signs of slowing down. We have i-phones, i-pods, YouTube, Myspace, TiVo, as well as every single business that is focused on the unique, individual consumer, rather than aggregates. Amazon.com makes note of what you’ve purchased in the past, and will recommend products based on those purchases. Nike will allow you to design your own shoes, based on varieties of models, materials, and colors – topped off with the option of having your own embossed initials decorated onto the shoes. Many vehicle companies will allow you to build and design your own car within specifications set by the automobile companies. All of these cases whereby an ego-centric approach to catering to the masses becomes profitable, is supported by the economic and technological capabilities that permit the rapid, constant flow of information and communication.

     This trend towards mass customization and atomization doesn’t end with tangible or external products we consume – in fact it can extend to our very bodies. Plastic surgeons are increasingly becoming viewed as common solutions for modifying our bodies to our tastes – no longer are breasts enhancements or buttock implants considered for those of the elite status, with college girls and housewives unapologetically reaping the benefits of such aesthetic improvements (Williamson). Tattoos are another similar example. Once considered to be for the extreme minority, often associated with lower-income status, tattoos are now widely popularized and commoditized (Tennent). The rebellious wave of individualism has eroded such barriers to expressing one’s own individuality – irrespective of normative classifications imposed by society, ranging from social class to ethnicity.

     This ongoing trend towards such a cultural atmosphere is deeply rooted in our heritage from the time that Americans, by and large, reveled as capitalist society. Capitalism, being an economic system that heralds private property and is strengthened by individual rights, is integral to the freedom to explore one’s own individuality. Combining this element with the production capacities birthed by the industrial revolution, there becomes a stronger incentive for commercial entities to distribute goods and services to as many possible. The most advantageous method to achieve this, as evidenced by the success of many ego-centric marketing campaigns today, is not to sell a one size fits all, but rather the size that fits you. This further permit the deep-rooted individualism embedded in our cultural psyche to surface, becoming strengthened by further consumption through which one builds and enforces an identity. This leads to a self-preserving cycle, accelerated by advancements in technology and intensified by economic growth. To the extent that one volitionally thinks about what one wants, and why one wants it, this dynamism of American culture is vastly beneficial. To the extent that one thinks about the identity one has chosen to construct, and how consumerist campaigns aim to gain one’s dollar-vote for their product by appealing to a certain identity, this analysis of American consumerism can be very liberating.

Works Cited
Borkan, Gary. Become a nurse 4 Oct. 2007. Rare-Posters. 3 Oct. 2007 <http://www.rare-      posters.com/3629.html>.

Borkan, Gary. Keep ‘em flying 7 Oct. 2007. Rare-Posters. 3 Oct. 2007 <http://www.rare-      posters.com/463.html>.

Frank, Thomas. “Countercultural Consumerism.” Signs of Life. 5th edition. Ed. Sonia Maasik,    Jack Solomon. Boston: Bedford/St. Martin’s, 2006. 136-139.

Layman, Richard, ed. American Decades 1950-1959. 1st edition. Detroit: Gale Research Inc., 1994.

Mike. “9/11 Flag Guidance.” Gettysburg Flag 7 Oct. 2007.       <http://www.gettysburgflag.com/911Guidance.php>.

Super, John C., ed. Fifties in America. 1st ed. Pasadena: Salem Press, 2005.

Tennent, Alan. “Tattoos Enter Our Popular Culture.” Searchwarp 11 May 2006. 7 Oct. 2007.
            <http://searchwarp.com/swa62167.htm>.

Williamson, Susan. “The Surge in Surgery: Why Cosmetic Enhancements Are So Popular.”       Locateadoc 20 Oct. 2004. 7 Oct. 2007.
            <http://www.locateadoc.com/articles.cfm/1998/1293>.

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