The 1920s were the first modern decade, ”when everyday life came under the full sway of mass media, celebrity, and consumerism” (Zeitz, 9). The end of World War I ushered in an unprecedented economic boom in the United States, along with a sense of relief and a desire to leave behind the hardships of the past and embrace the opportunities of the present. This period saw the emergence of consumer culture, technological innovations that fundamentally transformed daily life, and a relaxation of social norms, particularly for women.
More women were joining the workforce—by 1920 more than a quarter of all women, and more than half of single women, were employed, participating in the nation’s new mass consumer culture, and enjoying more freedom in their personal lives. The fashion of the 1920s reflected this newfound freedom, with women embracing shorter hemlines and more comfortable clothing that offered greater mobility.
It wasn’t just women whose lives were drastically different in post-war America. For the first time in the nation’s history, more Americans (51%) were living in cities rather than in rural areas. Industrialization meant that children did not have to work in factories or on farms to help support their families—they could instead stay in school and attend college. As a result, college enrollment tripled, and high school attendance jumped by 650% between 1900 and 1930. Teens began spending more time with each other and less with their parents, creating a vibrant and highly visible youth culture where none had really existed before.
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Gladys Parker (1908-1966), "Flapper Fanny Says— A stenographer makes good if the boss likes her type." Newspaper Enterprise Association, c. 1930
Unknown artist, Postcard, c. 1925
The widespread adoption of radio broadcasting brought a new era of instant communication and entertainment, allowing people to listen to live news updates, music, and popular programs from the comfort of their own homes. Talking pictures, which debuted with The Jazz Singer in 1927, not only captivated viewers but also shaped popular culture, as films and their stars began to reflect and influence contemporary trends and behaviors.
Advancements in assembly line production methods revolutionized automobile manufacturing, setting the stage for the modern, interconnected world. After World War I the automobile was no longer a luxury just for the wealthy, and by 1929 there were 27 million cars on America's roads. The affordability and accessibility of automobiles dramatically impacted the emerging youth culture, enhancing their mobility and independence and marking the end of the Victorian era’s courtship system.
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Irving Politzer (1898-1971), Cover for Me Too (New York: Shapiro, Bernstein & Co., Inc., 1926)
