1. Introduction
As with much of Europe, the course of British society was irreversibly altered as a result of the Great Wars of the 20th Century. Perhaps during no other time period is this as evident then upon analyzing the working class culture within the United Kingdom and how it is was literally revolutionized between the two wars. The shift centers on the notion that a generational gap exists within British society that draws a clear line in how individuals living in the early 20th century viewed consumerism, and how those save views evolved during the course of the wars that transfixed the entire region. This issue addresses the fundamental question about whether members of society work in order to earn or save, or whether they each money to spend it. In essence, the former epitomized the concept of the working class British before the wars, and the latter reflected the shift that occurred in between the wars.
In the end, consumerism embodies much more than the mere purchasing of goods and services that in turn spark the economic growth of a region. The concept moves beyond those notions and seeks to combine the essence of the regional empire, free trade, citizenship, the environment, and the state (Bowden & Turner 1993). In actuality, the period that took place between the wars ushered in a flourish economy throughout England that developed into a sizeable and more vocal working class. Consumerism was borne out of this era on the merits of hard work, the desire to contribute to society and family, and to consume products and services on a scale not seen in decades. This new consumerism transformed working class culture and shaped what would become the modern day economic growth throughout the region that, in large degree, continues to this day.
2. Cultural Revolution
The time between the wars in England can best be described as a watershed moment in terms of the way British culture would be best defined moving forward. Governmental authority and policy began to shift, and this largely resulted in a great sense of individual freedom. Because of the victory in the first war, there was a swelling sense of national pride that swept through the country. More jobs were plentiful, and the happiness that exuded through all sectors of the economy resulted in the gradual formation of consumer focused mentality that transformed working class culture. It was during this same time period that long held practices of rationing came to an end, and various good and services that were typically only available to a few suddenly became available to the masses (Benson 1994). In essence, the old social norms were gradually cast aside as long held cultural values began to be challenged. This was especially noticeable through the actions and ideologies of the younger generation. This transformation in culture largely resulted in many to consider this time period during the war to label it as an era of Americanization.
Between the wars was a period where many social scientists have noted the American way of life, and the consumerism present in that North American nation, had quickly become a lure that many in British society could no longer ignore. This is reflected in both a transformation of culture and a focus on the acquisition of material goods (Benson 1994). Television broadcasting, for example, was essentially deregulated during their period, which effectively paved the way for commercial television to make its way into the homes of the average British citizen. At the same time, there was increased availably of cheap magazines, in full color, that offered a glimpse of the glamorous and luxurious life that many British citizens would begin to pursue in mass. To be sure, this was a bit concerning to many in society, as American culture began to be viewed as a primary factor in cultural denigration. It was feared that this pattern would not be productive for England in the long run, but little could stop the progression of consumerism took over the working class during the period between the wars (Scott 2008). This growth of a consumer based capitalistic system encouraged mass consumption on a scale never before seen in England. Some viewed it as a direct threat to the old and established order that existed to promote cultural stability, while others saw it as offering the working class a more prosperous and desirable future.
3. Rising Affluence
The transformation of the working class culture in between the wars, as reflected by a rising sense of consumerism, is also reflected in an increase in affluence throughout all sectors of society. Between the wars brought an era of regeneration schemes, many of which actually had their origin in American culture. As a result, a regional period of economic growth emerged, largely on the heels of the working class, the echoed the growth being seen in other post-war societies around the globe as well. There was a noticeable increase in the production of goods and the provision of services. Most consumer goods than ever before were available for purchase, and this effectively stimulated consumption on a massive scale throughout British society (Scott 2008). Many in the working class began to openly desire and purchase such consumer items as refrigerators, television, cars, and entertainment systems. These gradually came to be viewed as necessities, rather than the luxury that they were viewed as before the wars began. In fact, prior to the war, these items were only available to individual members of society residing at the very top of the class structure. This resulted in the rate of ownership throughout England rising by roughly 250% in between the wars. At the same time, average weekly wages rose by nearly 35% (Hughes & Hunt 1992). During this same time period, the cost of many of the most sought after consumer goods effectively fell when accounting for inflation, making the goods more accessible than ever to members of the working class. These factors alone contributed to a rise in disposable income, which resulted in a transformation of culture in the sense that many in the younger generation no longer saw saving as a priority. They would spend a more sizeable portion of their salary, ushering in this new era of consumerism in a fresh and revitalized manner.
4. Increase in Social Mobility
Prior to the wars, strict class division reflected much of British society, and mobility was virtually unheard of. This began to shift in the time period during the war, and many in the working class had an increased feeling that they could, indeed, become upwardly mobile and change the demographic group that they belonged to. This change was attributed, in part, to a new and revitalized educational system that was state funded. For the first time in British history, a sizeable percentage of children from working class families throughout the region continued their education in a college or university. In fact, research shows that by the 1950s, only about 33% of males in England remained in the social class or status, as reflected by occupation, as that of the father. In addition, only 25% of sons whose father was an unskilled laborer remained unskilled themselves (Bowden & Turner 1993). This high level of education, combined with more occupational skills, served to increase affluence throughout England. This emerging trend effectively leads to a noticeable shift in social mobility of an unprecedented scale. This most certainly resulted in a cultural conflict and clash of values, if you will, between generations. Long held establishment values were openly questioned, particularly by members of the working class and their children. There are numerous occasions where such long held ‘British’ values were ridiculed and made fun of, in deference for this rise sense of new consumerism that popped up between the wars. This shift in cultural values could even be seen in the entertainment options that were available in England, and in the promotions and marketing campaigns that organizations targeted directly at the growing working class and their corresponding affluence (Bowden 1994). This was reflected in radio shows, television programming options, magazines that portrayed a satirical perspective, films and more. Many of the cultural constructs and values that seem to be so solid only a decade or two earlier gradually began to dissipate, as a new cultural form was emerging between the wars, as illustrated in cinematic features and pop music that grew to dominate the era. In fact, the manner to which young people and the growing working class began to embrace this new consumerism was similar the seriousness with which the upper class embraced their own version of High Culture just a generation prior.
5. Conclusion
In summary, it can be seen that the rise in affluence across British society, combined with an increasing sense of social mobility and the further development of mass media effectively ushered in a cultural revolution between the wars. This was the likes of which would effectively transform British society in numerous ways and would alter the cultural fabric of the nation, all within the span of only one generation. It was not just the working class, however, that ushered in this new feeling. Governmental policy shifts effectively placed more of an emphasis on individual freedom throughout the UK. This was the basis of the new political agenda, and it served to immediately begin to transform British society between the wars and continuing through the generations to follow.
Overall, it can be said that there was a growing sense of optimism evident throughout the country, but it was also an era that brought uncertainty. There was much rebuilding of infrastructure throughout the country to account for, but in the end this also contributed to the rising sense of material wealth that would continue unabated for decades. In the end, consumerism embodies much more than the mere purchasing of goods and services that in turn spark the economic growth of a region. The concept moves beyond those notions and seeks to combine the essence of the regional empire, free trade, citizenship, the environment, and the state (Bowden & Turner 1993). In actuality, the period that took place between the wars ushered in a flourish economy throughout England that developed into a sizeable and more vocal working class. Consumerism was borne out of this era on the merits of hard work, the desire to contribute to society and family, and to consume products and services on a scale not seen in decades. This new consumerism transformed working class culture and shaped what would become the modern day economic growth throughout the region that, in large degree, continues to this day.
BIBLOGRAPHY
Benson, John. The Rise of Consumer Society in Britain, 1880-1980, (Longman: Essex,1994), chapter 9.
Bowden, Sue. ‘The New Consumerism’ in Paul Johnson, [ed.], Britain in the TwentiethCentury, [London, Longman, 1994,] pp.242-263
Bowden, Sue and Paul Turner. ‘The Demand for Consumer Durables in the Interwar Period’, Journal of Economic History, 53, 1993, pp.244-258
Hughes, Ann and Karen Hunt,.'A Culture Transformed? Women's Lives in Wythenshawe in the 1930s', in Andrew Davies and Steven Fielding, [eds], Workers' Worlds: Cultures and Communities in Manchester and Salford, 1880-1939, Manchester University Press, Manchester, 1992, pp.74-101
Hughes, Ann. Gender and Political Identities in Scotland, 1919-1939, Edinburgh University Press, 2010, e-book section 11
Scott, Peter. ‘Did owner-occupation lead to smaller families for interwar working-class households’. Economic History Review, 61 (1), 2008, pp. 99-124.
