7: The New Era

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"Women competing in low hurdle race, Washington, D.C.," ca. 1920s. Library of Congress (LC-USZ62-65429)

“Women competing in low hurdle race, Washington, D.C.,” ca. 1920s. Library of Congress (LC-USZ62-65429)

7.1: Introduction
The 1920s would be anything but “normal.” The decade so reshaped American life that it came to be called by many names: the New Era, the Jazz Age, the Age of the Flapper, the Prosperity Decade, and, most commonly, the Roaring Twenties. The mass production and consumption of automobiles, household appliances, film, and radio fueled a new economy and new standards of living. New mass entertainment introduced talking films and jazz while sexual and social restraints loosened.
7.2: Republican White House, 1921-1933
To deliver on his promises of stability and prosperity, Harding signed legislation to restore a high protective tariff and dismantled the last wartime controls over industry. Meanwhile, the vestiges of America’s involvement in World War I and its propaganda and suspicions of anything less than “100 percent American” pushed Congress to address fears of immigration and foreign populations. Harding’s presidency would go down in history as among the most corrupt.
7.3: Culture of Consumption
With the discovery of new energy sources and manufacturing technologies, industrial output flooded the market with a range of consumer products such as ready-to-wear clothing, convenience foods, and home appliances. By the end of the nineteenth century, output had risen so dramatically that many contemporaries feared supply had outpaced demand and that the nation would soon face the devastating financial consequences of overproduction.
7.4: Culture of Escape
As the automobile became more popular and more reliable, more people traveled more frequently and attempted greater distances. Women increasingly drove themselves to their own activities as well as those of their children. Vacationing Americans sped to Florida to escape northern winters. Young men and women fled the supervision of courtship, exchanging the staid parlor couch for sexual exploration in the backseat of a sedan. Americans erected gas stations, diners, motels, and billboards.
7.5: "The New Woman"
The rising emphasis on spending and accumulation nurtured a national ethos of materialism and individual pleasure. These impulses were embodied in the figure of the flapper, whose bobbed hair, short skirts, makeup, cigarettes, and carefree spirit captured the attention of American novelists such as F. Scott Fitzgerald and Sinclair Lewis. Rejecting the old Victorian values of desexualized modesty and self-restraint, young “flappers” seized opportunities for the public coed pleasures,
7.6: "The New Negro"
The 1920s represented a period of serious self-reflection among African Americans, most especially those in northern ghettos. New York City was a popular destination of American blacks during the Great Migration. The city’s black population grew 257 percent, from 91,709 in 1910 to 327,706 by 1930 (the white population grew only 20 percent). Moreover, by 1930, some 98,620 foreign-born blacks had migrated to the United States. Nearly half made their home in Manhattan’s Harlem district.
7.7: Culture War
Many Americans expressed anxieties about the changes that had remade the United States and, seeking scapegoats, many middle-class white Americans pointed to Eastern European and Latin American immigrants (Asian immigration had already been almost completely prohibited), African Americans who now pushed harder for civil rights, and, after migrating out of the American South to northern cities as a part of the Great Migration, the mass exodus that carried nearly half a million blacks out of the So
7.8: Fundamentalist Christianity
n addition to alarms over immigration and the growing presence of Catholicism and Judaism, a new core of Christian fundamentalists were very much concerned about relaxed sexual mores and increased social freedoms, especially as found in city centers. Although never a centralized group, most fundamentalists lashed out against what they saw as a sagging public morality.
7.9: Rebirth of the Ku Klux Klan (KKK)
Suspicions of immigrants, Catholics, and modernists contributed to a string of reactionary organizations. None so captured the imaginations of the country as the reborn Ku Klux Klan (KKK), a white supremacist organization that expanded beyond its Reconstruction Era antiblack politics to now claim to protect American values and the American way of life from blacks, feminists (and other radicals), immigrants, Catholics, Jews, atheists, bootleggers, and a host of other imagined moral enemies.
7.10: Conclusion
An economy built on credit exposed the nation to tremendous risk. Flailing European economies, high tariffs, wealth inequality, a construction bubble, and an ever-more flooded consumer market loomed dangerously until the Roaring Twenties ground to a halt. In a moment the nation’s glitz and glamour seemed to give way to decay and despair. For farmers, racial minorities, unionized workers, and other populations that did not share in 1920s prosperity.
7.11: Primary Sources
7.12: Reference Material

Thumbnail: Josephine Baker dancing the Charleston at the Folies Bergère, Paris, in 1926. (Public Domain; Stanisław Julian Ignacy Ostroróg).