Ronald C. Tobey - Technology as freedom: the New Deal and the electrical modernization of the American home
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Technology as freedom: the New Deal and the electrical modernization of the American home
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Before 1930, the domestic market for electrical appliances was segmented, but New Deal policies and programs created a true mass market, reshaping the electrical and housing markets and guiding them toward mandated social goals. The New Deal identified electrical refrigeration as a key technology to reform domestic labor, raise family health, and build family assets. New Deal incentives led to nearly fifty percent of Title I National Housing Act loans being used to buy electric refrigerators in the 1930s. New Deal policies ultimately created the mass commodity culture of home-owning families that typified the conservative 1950s.
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The New Deal and the Electrical Modernization of the American Home
Ronald C. Tobey
University of California Press Berkeley/Los Angeles/London
Page iv
University of California Press Berkeley and Los Angeles, California
University of California Press London, England
Copyright 1996 by The Regents of the University of California
Library of Congress Cataloging-in-Publication Data
Tobey, Ronald C. Technology as freedom : the New Deal and the electrical modernization of the American home / Ronald C. Tobey. p. cm. Includes bibliographical references and index. ISBN 0-520-20421-2 (cloth : alk. paper) 1. ElectrificationUnited StatesHistory20th century. 2. ElectrificationSocial aspectsUnited States. 3. Rural electrificationUnited States History20th century. 4. Rural electrification Social aspectsUnited States. 5. New Deal, 1933-1939. I. Title. HD9685.U5T63 1996 333.79'32'097309043dc2096-23123 CIP
Printed in the United States of America
1 2 3 4 5 6 7 8 9
The paper used in this publication meets the minimum requirements of American National Standard for Information SciencesPermanence of Paper for Printed Library Materials, ANSI Z39-48-1984
Page v
To my family, Elisabeth, Amy, and David, who, in bearing with me through this project, modernized me continually
Page vii
Contents
Plates
xi
Illustrations
xiii
Tables
xv
Acknowledgments
xvii
Introduction Did Electrical Modernization Cause a Social Revolution in the American Home in the 1920s?
1
Appendix
7
One The Limits of Private Electrical Modernization, 19191929
10
The Perspective of Enterprise
10
The Consumer's Perspective
21
Appliance Sales and Household Formation
28
Dwelling Fitness for Electrical Modernization
29
Appendix
35
Two The Reform Tradition: Rates and the Failure of Private Electrical Modernization
40
The Reformers' Charge
40
The Public Power Movement
45
Enter, Franklin Roosevelt
55
Page viii
Three Homes or Industry? The Modernization Debate in the 1920s
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