Cover -- Half Title -- Title -- Copyright -- Contents -- List of Figures, Tables and Plates -- General Editor's Preface -- Acknowledgements -- List of Contributors -- 1 Introduction - The Uses (and Abuses) of Affluence -- 2 Affluence, Conservatism and Political Competition in Britain and the United States, 1945-1964 -- 3 Modernizing Britain's Welfare State: The Influence of Affluence, 1957-1964 -- 4 The Forgotten Revisionist: Douglas Jay and Britain's Transition to Affluence, 1951-1964 -- 5 Total Abstinence and a Good Filing-System? Anthony Crosland and the Affluent Society -- 6 The Impression of Affluence: Political Culture in the 1950s and 1960s -- 7 Affluence, Relative Decline and the Treasury -- 8 Economists and Economic Growth in Britain, c.1955-65 -- 9 The Polyester-Flannelled Philanthropists: The Birmingham Consumers' Group and Affluent Britain -- 10 Anticipating Affluence: Skill, Judgement and the Problems of Aesthetic Tutelage -- 11 'Selling Youth in the Age of Affluence': Marketing to Youth in Britain since 1959 -- 12 Losing the Peace: Germany, Japan, America and the Shaping of British National Identity in the Age of Affluence -- Bibliography -- Index

During an election speech in 1957 the Prime Minister, Harold Macmillan, famously remarked that 'most of our people have never had it so good'. Although taken out of context, this phrase soon came to epitomize the sense of increased affluence and social progress that was prevalent in Britain during the 1950s and 1960s. Yet, despite the recognition that Britain had moved away from an era of rationing and scarcity, to a new age of choice and plenty, there was simultaneously a parallel feeling that the nation was in decline and being economically outstripped by its international competitors. Whilst the study of Britain's postwar history is a well-trodden path, and the paradox of absolute growth versus relative decline much debated, it is here approached in a fresh and rewarding way. Rather than highlighting economic and industrial 'decline', this volume emphasizes the tremendous impact of rising affluence and consumerism on British society. It explores various expressions of affluence: new consumer goods; shifting social and cultural values; changes in popular expectations of policy; shifting popular political behaviour; changing attitudes of politicians towards the electorate; and the representation of affluence in popular culture and advertising. By focusing on the widespread cultural consequences of increasing levels of consumerism, emphasizing growth over decline and recognizing the rising standards of living enjoyed by most Britons, a new and intriguing window is opened on the complexities of this 'golden age'. Contrasting growing consumer expectations and demands against the anxieties of politicians and economists, this book offers all students of the period a new perspective from which to view post-imperial Britain and to question many conventional historical assumptions.

In 1850 the Industrial Revolution came to an end. In 1851 the Great Exhibition illustrated to the whole world the supremacy of industrial England. For the next twenty years Britain reigned supreme. From around 1870 Britain began to decline. Britain is now a second rate power with strong memories of its former supremacy. The above five sentences summarise a common view of the sequencing of Britain’s rise and relative fall, a stereotype that is challenged and modified in the essays of The Golden Age. By concentrating on central aspects of social and industrial change authors expose the underpinnings of supremacy, its unsung underside, its tarnished gold. Major themes cover industrial and technological change, social institutions and gender relations in a period during which industry and industrialism were equally celebrated and nurtured. Against this background it is difficult to argue for any sudden decline of energy, assets or institution, nor for any significant move from an industrial society to one in which a hearty manufacturing was replaced by commerce and land, sensibility and artifice.

The Yankees and New York baseball entered a golden age between 1949 and 1964, a period during which the city was represented in all but one World Series. While the Yankees dominated, however, the years were not so golden for the rest of baseball. In The Postwar Yankees: Baseball's Golden Age Revisited, David G. Surdam deconstructs this idyllic period to show that while the Yankees piled on pennants and World Series titles through the 1950s, Major League Baseball attendance consistently declined and gate-revenue disparity widened through the mid-1950s. Contrary to popular belief, the era was already experiencing many problems that fans of today's game bemoan, including a competitive imbalance and callous owners who ran the league like a cartel. Fans also found aging, decrepit stadiums ill-equipped for the burgeoning automobile culture, while television and new forms of leisure competed for their attention. Through an economist's lens, Surdam brings together historical documents and off-the-field numbers to reconstruct the period and analyze the roots of the age's enduring mythology, examining why the Yankees and other New York teams were consistently among baseball's elite and how economic and social forces set in motion during this golden age shaped the sport into its modern incarnation.