Question

The United States became a society of consumers in the late nineteenth century. What was the key factor that made that possible?

Answer 1

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Modern American consumer culture arose after 1890, the outcome of a synergy of economic and cultural forces. In the history of goods, exchange, and consumption, it was qualitatively different from what had come before. An industrial revolution that had begun with the manufacture of cotton and woolen textiles had, by the end of the nineteenth century, transformed the production of most everyday goods. From convenience foods to clothing, appliances to automobiles, the enormous output of industrial production led businesses to coordinate methods of distribution and sales and to forge the infrastructure of our consumer culture. Sears, Avon, A & P, Macy’s: these familiar names represent an array of mail-order houses, door-to-door firms, chain stores syndicates, and department stores that transformed the landscape of commerce. As businesses sought ways to insure and enlarge consumer demand, they embraced new styles of merchandising, display, packaging, and advertising. If the nineteenth century offered a carnivalesque, chaotic promotional world of peddlers and hucksters, the modern ad agency promised to create a national market of consumers, indeed, to systematize desire. A new professional and managerial class of college-educated, white-collar men spurred the growth of the corporation’s marketing and advertising functions. For members of this new middle class, a powerful source of masculine identity lay in an orientation toward efficiency, method, and control.

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Answer 2

The mass politics and high voting rates characteristic of late nineteenth-century America would not outlive the era. Attempts to restrict suffrage were part of a strong political and social backlash against immigrants that developed over the course of the century.