How were flappers viewed by Americans during the Great Depression

by AbstractionInThought
shelb_cobra38

To begin, I love your question (I may have written a few papers on this in grad school, but I digress...) and the multifaceted nature of it. For many reasons, simple questions like this are hard to fully answer without writing a great deal (I'm talking book length and/or multivolumes at that). However, I will do my best in providing both primary and secondary sources which answer your question.

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My sources include Lynn Dumenil's The Modern Temper and Robert S. McElvaine's The Great Depression America, 1929-1941 and Down and Out in the Great Depression: Letters from the Forgotten Man. (McElvaine is a great place to begin as he truly tries to capture the perspective of the ordinary man/woman/child of the Great Depression era). Also included are The Great Gatsby and "Babylon Revisited" both by F. Scott Fitzgerald.

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"The forgotten Americans, however, have remained largely forgotten. The task of trying to remember them is a formidable one. The sources of traditional history--governmental records, organizational files, collections of personal papers, diaries, memoirs, newspapers--yield only spotty information about the problems and attitudes of the "down and out." As with any historical inquiry, one must look at the sources available; unfortunately those of the lower class/es tend to leave the least amount in the historical record. Yet, what is unique about the Great Depression, especially during the FDR administration, is that many wrote to the President of the United States because they believed that Roosevelt could and would do something about their plight. "President Roosevelt gave many people a feeling that he was their personal friend and protector, that they could tell him things in confidence." This was remarkable considering that the President would respond and sign the letter and that the public placed faith within the President after Hoover's lackluster years (prior to the election of FDR).

A brief recap: the origins of the Great Depression and the Hoover administration. Prior to 1929, workers, particularly industrial/city workers proscribed to a belief McElvaine refers to as acquisitive, amoral individualism. Simply put, the 1920s ushered in a fervent belief in advertising, purchasing on credit, instant gratification (spending more/saving less), purchasing goods to alleviate anxiety created by the ads (note the capitalistic irony), and "reverence for the almighty dollar." This was materialism and consumerism at unrealistic levels. Those who bought into the market place economics "religion" only really considered the present, not thinking of the potential ramifications of future economic cycles, other citizens and how they may or may not endure potential economic downturn, etc. The 1920s were one of the original "me" decades. However, despite urban dwellers literally buying into this ideology, McElvaine and Dumenil both note that those who remained in rural, insular communities were more of a "hard sell." One reason for this was that the rural farmers technically felt economic downturn at the beginning-middle of the decade, of which they never fully recovered in part because of higher tariffs placed on agricultural products (meaning inflation on other necessary goods which the increased prices for their crops could not match/nullify). A result of Hoover and his administration from misreading the public and failure to anticipate the ramifications of decisions made--those in power during the '20s, those who prospered during the '20s, and those who could afford to loose in the stock market and survive economic downturns without really relying upon initiatives like food stamps became villified for becoming the personification of the excesses of the decade. [Dumenil explores this theme quite well.] This is where the flapper culture, and those who embodied it, became the scapegoats, the villains of the situation.

Flapper culture was youth culture. Advertisements hocked the latest treatments and products which would seemingly turn back time and restore youth. Reverence for youth culture increased on par with reverence for consumerism. Youth culture also included products of pop culture such as literature, music, film, higher hemlines, greater acceptance of women wearing make-up, fast cars, etc. Here I turn to literature to examine public opinion of flappers and flapper culture. F. Scott Fitzgerald's The Great Gatsby and "Babylon Revisited" poignantly sum up the attitude before and after the Crash of '29. One of the main themes of Gatsby is the inevitable failure of living hard, fast, and without regard to the future. Gatsby embodies the initially naive rural son of immigrants struggling to achieve great wealth (which he does though through questionable means typically outside of the law), like many real individuals who migrated to larger cities in order to shuck the outdated cultural norms and to make a quick buck. Gatsby's death and the failure of society punishing Daisy, instead blaming Gatsby for Myrtle's death personify the actual dynamics of the wealthy surviving the Great Depression relatively unscathed and placing the blame upon the lower classes--those who felt the greatest impact of the economic downturn. "They feel justified in holding the losers in contempt, in blaming them for their own problems, in telling them that they could find work if they really wanted to." By the time "Babylon Revisited" was published (1934), the trend for society turned toward a renewed reverence for agrarian culture and a rejection of the "materialism, egoism, and philistinism." The most popular novels of the 1930s included those with small-town, agrarian themes such as The Grapes of Wrath and Gone With the Wind. "Babylon Revisited" deals with the theme of society's ability and/or willingness to forgive the ramifications of the laissez-faire attitude regarding business during Hoover's presidency. The main character Charlie Wales lost custody of his daughter Honoria to his sister-in-law and her husband. Literally Charlie/flapper culture/wealthy class fights to regain his/its "Honor". Another stroke of genius by Fitzgerald was the names of the sister-in-law and husband Marion and Lincoln. A derivative of Mary--usually one associates that name with the benevolent and merciful Virgin Mary and Lincoln--usually one associates with Abraham Lincoln arguably a benevolent and merciful president. The story depicts the struggle to regain Honoria, set-backs and misunderstandings caused by friends from the '20s (emblematic of the continuing economic downturn), and Marion's refusal to reunite Charlie with Honoria which leaves Charlie despondent and defeated. As of 1934, still in the thick of the Great Depression, many responded like Marion in refusing to immediately forgive the mistakes of the previous decade personified in the character of Charlie.

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I hope this helps with your query, and I highly suggest reviewing Down and Out for the wealth of primary sources--letters--McElvaine collected.