Introduction
Americans in the postwar period had more disposable income and thus devoted more time to leisure activities and the consumption of popular culture. Most Americans’ lives were dominated by commercial television (TV) and movies, with consumers viewing around eight hours of information daily. American society and culture were thus significantly impacted by commercial television and movies from the 70s. The essay discusses the influence of commercial TV and movies’ influence on American culture regarding social reforms and ideologies.
Commercial TV
TV comedies from the 1950s and 1960s promoted an image of American wealth that showed no racial prejudice, unemployment, or violence. It affected peoples’ perspectives on significant racial, gender, and class issues. Initially, Caucasian actors dominated American television as they represented daily life by providing news and entertainment. Minorities appeared on television more frequently as racism on television declined. They started choosing performers of the appropriate races, such as casting a native person to play a native role rather than a Caucasian actor to represent the same character (Baker-Jordan, 2021). Most characters on television were always upper middle class, with the needy being a rare exception.
Stereotypes were portrayed on commercial television more frequently than in current events worldwide. However, as the nation dealt with different socioeconomic upheavals in the 1970s, commercial television began to focus on the American working class (Baker-Jordan, 2021). Commercial TV provided an insightful glimpse into American life without exaggerated stereotypes during this cultural and economic upheaval. Two examples of commercial TV shows that depicted this change in the narrative include All in the Family and Roots.
Running from 1971 through 1979, All in the Family is a snapshot of America during a time of immense change and strife. Integration accelerated, the women’s liberation movement hit its stride, and the gay rights movement began to gather steam. The Bunkers, the leading performers, were a typical American family that was content but not happy, hardworking but barely surviving. The Bunker family tackled weighty and topical issues such as racism, bigotry, differences in political ideologies, and homosexuality (Cohen, 2018). All in the Family is as instructive today as it was 50 years ago, as it shows how the overeducated but underemployed millennials and social justice activists can work together to implement favorable labor laws.
Roots (1976) was a show about slavery and its effects on American culture. It eliminated obstacles to regular Americans discussing slavery and made the slave trade and black history indispensable components of the nation’s culture. Its huge popularity made the TV show a template for representing slavery. It inspired more individuals to learn about the background of slavery. Millions of people were introduced to African-American history through the television program, which also emphasized the importance of black people in shaping the course of American history (Guzman, 2019). The television series is still relevant today, as it is expressed in the Black Lives Matter protests that highlight the effects of slavery to this day regarding African Americans.
Movies
The relationship between movies and American culture involves a complicated dynamic as they reflect the prevailing beliefs, attitudes, and concerns. The movie subjects of the 1970s films were remarkably diverse, ranging from countercultural youth movies to blockbusters and martial arts action movies. The country’s simmering social issues, such as those involving homosexuality rights, civil liberties, women’s suffrage, and the youth-hippie movement, were represented in the film business.
The movies experimented with different filmmaking strategies that appealed to the younger audience. Filmmakers experimented with cutting-edge methods like CinemaScope and Cinerama, which enabled movies to be viewed on 3-D screens. Hollywood blockbusters led to the acceptance of science fiction movies where the young people were engrossed in the performer’s character that they followed in real life. Societies frequently employed literary devices that were derived from the motion picture industry.
Audiences were drawn to movies because of the stories they told. Hollywood films reflected prevailing viewpoints and assumptions about what it means to be an American and contemporary trends, issues, and events. The films mirrored the American culture as they shaped beliefs regarding fashion and morality (Elezaj, 2019). An excellent instance is when people imitated fashion trends made famous by actors and singers. Cinema is unique among the arts because it encourages an emotional investment in the protagonist (Mak, 2020). Studios produced movies starring music idols such as Elvis to appeal to the hippie generation.
Star Wars: A New Hope (1977) greatly influenced and changed the entertainment landscape regarding movie sequels and merchandising. It predisposed the audience to expect sequels of successful movies, a common phenomenon in today’s Hollywood culture. Additionally, it marketed toys and goods to the public, thus shaping the trends of the young population who still follow superhero films (Washington, 2019). The Invasion of the Body Snatchers (1978) highlighted the Watergate Scandal and post-Vietnam anxiety that gripped the working generation. The movie highlighted the contemporary issues at the time, highlighting that many people were experiencing similar situations. The movie’s impact on American culture entails telling stories about current issues, such as Donald Trump’s presidential crisis and the COVID-19 pandemic’s effects on the American lifestyle.
Conclusion
Pop culture and American media are inextricably linked. Commercial TV and movies significantly influenced American culture regarding social reforms and ideologies. Commercial TV and movies were vital in 70s U.S. society as they offered new perspectives on contemporary social issues that were largely shunned in the previous decades. They helped shape and solidify cultural ideologies such as the dangers of racism and the normal American working-class lifestyle. Their influence ranged from social reforms, fashion trends, figures of speech, moral boundaries, and merchandising concepts.
References
Baker-Jordan, S. (2021). 50 years since its debut, what “All in the Family” can teach us about bridging America’s political and cultural divides. Medium. Web.
Cohen, S. (2018). How Archie Bunker forever changed in the American sitcom. Smithsonian. Web.
Elezaj, R. (2019). How do movies impact our societies? Your Story. Web.
Guzman, A. (2019). Roots: A cultural phenomenon. StMU Research Scholars. Web.
Mak, D. (2020). How television is reshaping culture in America. Story Maps. Web.
Washington, J. (2019). Four ways “Star Wars” changed pop culture. Cleveland. Web.