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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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Page iii
Technology as Freedom
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
333.79'32'097309043dc20Picture 2Picture 3Picture 4Picture 596-23123
Picture 6Picture 7Picture 8Picture 9Picture 10Picture 11Picture 12CIP
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 Picture 13
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
Picture 14
Appendix
7
One
The Limits of Private Electrical Modernization, 19191929
10
Picture 15
The Perspective of Enterprise
10
Picture 16
The Consumer's Perspective
21
Picture 17
Appliance Sales and Household Formation
28
Picture 18
Dwelling Fitness for Electrical Modernization
29
Picture 19
Appendix
35
Two
The Reform Tradition: Rates and the Failure of Private Electrical Modernization
40
Picture 20
The Reformers' Charge
40
Picture 21
The Public Power Movement
45
Picture 22
Enter, Franklin Roosevelt
55

Page viii
Three
Homes or Industry? The Modernization Debate in the 1920s
62
Picture 23
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