Hollywood, the Mass Media and Leisure

Hollywood as the Dream Factory

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Hollywood played a central role in shaping and promoting the American Dream, often referred to as the "dream factory." During the 1950s and 1960s, Hollywood produced movies that embodied the ideals of success, prosperity, and happiness. Films showcased glamorous lifestyles, heroic characters, and rags-to-riches stories, reinforcing the belief that anyone could achieve greatness through hard work and determination. The portrayal of affluent families, successful careers, and luxurious living standards became benchmarks for the American Dream.

Hollywood's influence extended beyond the silver screen. Celebrities became icons of the American Dream, symbolising the ultimate success story. Stars like Marilyn Monroe and James Dean epitomised the idea that talent and perseverance could lead to fame and fortune. Hollywood also played a role in breaking down social barriers, as films began to address issues of race, gender, and class, gradually expanding the notion of the American Dream to be more inclusive. Through its powerful storytelling, Hollywood cemented itself as the "dream factory," shaping the aspirations and cultural values of generations.

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Television and Leisure

The most popular form of leisure activity was television. In 1948, only 35,000 people in the U.S. owned TV sets. By 1960, there were more than 50 million sets in American homes. Watching their favourite shows on TV became a daily activity for most Americans. By the end of the 1950s, the average American watched at least one hour of television daily. Television shifted social patterns and redefined lifestyles. Fewer people spent their leisure time reading, visiting friends or relatives, playing games, listening to the radio, or going to the movies.

Television had a profound impact on American culture and society. In the 1950s, television helped to establish the Age of Consensus. In the 1960s, it helped to break it.

As with Hollywood movies, the small screen played a vital role in shaping 1950s culture and the ideal of the American Dream:

Lifestyle:

Television shows, and the advertising that funded them, taught people the "best" way to live. Programs were sponsored, with up to 10 minutes of ads per hour. Viewers saw people just like themselves and felt that consumer goods improved their lives. They wanted to emulate these people and bought consumer goods.

Family Life:

Television became the focus of family life. The television was usually in the living room, and pre-prepared "TV dinners" were designed to be eaten in front of the TV rather than at the dining table. Popular shows promoted a perception of the ideal family life. The Donna Reed Show, The Adventures of Ozzie and Harriet, Father Knows Best, Leave It to Beaver, and Lassie sold the idea of the working husband and his charming, sweet, domestic wife, with their mischievous but well-intentioned children.

Sport:

Advertisers poured millions of dollars into spectator sports, from major U.S. sports such as baseball and American football to minority interests such as golf and boxing, which became multi-million-dollar businesses. National sporting events, such as the Super Bowl and the World Series, attracted millions of viewers and huge advertising revenue for television stations.

Politics:

Television helped to shape public opinion. For the first time, people regularly saw their leaders debate each other and saw them being challenged by journalists. The televised broadcast of the Army-McCarthy hearings helped to destroy Joseph McCarthy. The first televised presidential debates occurred in 1960 and were widely credited with swinging that close election for Kennedy over Nixon.

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