FAMST 192CT Lecture Notes - Lecture 4: Youth Culture, Consumerism, Big Joe Turner
Document Summary
Lecture 4. 2: postwar youth market + rise of rock & ro. The development of the postwar youth market: 1945-1955: "youth" becomes a prominent cultural category marked by: Particular trends in style and fashion (clothes, cosmetics, hairstyles) Can be exploited in the marketplace: the youth market is a direct result of social and economic shifts following wwii. The postwar economic boom and accompanying explosion in consumerism. New technologies and efficiencies in mass production. Vast range of consumer goods become available. Such goods were also more affordable than before. General increase in spending power of the average household. Young people, too, now have increased spending power. Allowance or being able to not have a part-time job. Products now specifically designed for and marketed to teens: restructuring of leisure time in relation to both work and home. Leisure being momentary rest and recuperation from work. But now leisure has become an expression of teenaged lifestyle.
