From Rosie to Apple

For the last 60 years, the United States has gone from the end of the WWII in 1945 to the increase of spending power and consumerism to what America is today, a pluralistic country.

The United States has had a strong military presence on its culture.  After WWII, the Jeep car was introduced to every day life, large amount of war veterans coming back home initiated the Baby Boom phenomenon influencing the house market with new constructions, and the establishment of new neighborhoods. On the other hand,“Rosie The Riveters” lost their jobs replacing men on factory jobs and moved back in to the family life with kids, but not without a fight. It is true to say that was during that time  washing machines, dishwashers, and television were among the most popular items to be consumed by families. During the beginning of the 1950s, television was so prominent that affected how and when family members interact with each other.

It was during the 1960s that a new and more affective birth control measure was created allowing women to limit the number of children they wanted to have, despise religious pressure. That affected directly the relationship between children and parents, less kids more attention to each one, more money available for entertainment, education, and leisure time. And the car was the family favorite transportation. For the American youth as well, which was anxious to remove themselves from parental control and search for self-identity(1). It was also during the 1960s, the civil rights movement initiated by a Baptist pastor Dr. Martin Luther King Jr., advocated for equality and the end of segregation. After his death, which was felt among all religious leaders and their followers, the United States understood the meaning of such dark times in our history. Consequently, America is a more tolerant country today, even tough gay and lesbian rights are a work in progress. The world looks different on the far side of the 1960s, for the diverse ambitions of the counterculture did in fact produce significant changes in America(2).

The lack of support to the Vietnam war during the 1970s, was marked by a time of freedom and rebellion, and the automobile led the way to rock festivals, outdoor camping trips, and became for some their own home. The VW Kombi, was among one of the favorite automobile during the 60s and 70s, especially if it was painted in psychedelic colors(3).

I was a teen during the 1980s, and what a time. The US was at war with Communism, Ronald Reagan was a handsome President who was supported by the state and the church, AIDS was first diagnosed, and technology was on the way to the computer era.

In the face of pluralism and cultural globalization, during the 1990s and 2000s, the US started to experience the era of private computers bringing it to the communication era. Furthermore, the concern for the planet and human footprint, companies have become more interested in being exposed by how much contribution they make to the world problems opposed to how much money they make,  BP petroleum company is an example of world relieve contributor, even tough one can argued its interest. It is agreeable that in the face of pluralism, people have the responsibility or burden to take a side and make choices, never the less, “we are dealing with lives an minds, we are dealing with people”(4).

Footnote:
(1) Heitmann, John. The Automobile and American Life, 160.
(2) Deloria, Philip J. Playing Indians, 165.
(3) Heitmann, John. The Automobile and American Life, 165.
(4) Levine, Lawrence. Highbrow Lowbrow, The Emergency of Culture Hierarchy In America, 256.