Eisenhower’s “Modern Republicanism”

1952 Election

President Truman, suffering from a wave of low public opinion, decided not to run for reelection in 1952.  The Democrats nominated Illinois Governor Adlai Stevenson instead, while the Republicans nominated war hero Dwight D. Eisenhower with Richard Nixon as his running mate.  The Republican slogan for Eisenhower’s campaign, “I like Ike,” was extremely popular, as was the General himself.  Eisenhower won easily, ending twenty years of Democratic control of the White House.  Scroll over the 1952 Election Interactive to see Eisenhower’s victory.

Happy and Prosperous

Eisenhower took office in January 1953 during a period of economic prosperity.  The nation had recovered from inflation and the problems associated with post-war demobilization, and Americans now enjoyed the benefits of post-war affluence. Unemployment and inflation were low, and large corporations flourished in an era of seemingly never-ending growth.  As automation and innovative technologies infused the American workplace, the need for blue collar workers declined as the demand for white collar jobs grew.   As a result of this declining need for skilled labor coupled with rumors of corruption, organized labor weakened.  Pink collar jobs such as nursing, teaching, and secretarial work ensured that women remained in the workforce, although not in such great numbers as during World War II.  This period was also marked by a great suburban migration and increased consumerism.  The post-war baby boom was in full swing (in 1957, one baby was born every seven seconds to American parents); young families flocked to the suburbs, where a home could be purchased with no money down and low monthly payments. 

The Suburbs

The suburbs created an idyllic world of frolicking children, hardworking fathers, and dedicated, domestic mothers, at least on television.  Shows such as “The Adventures of Ozzie and Harriet,” “Leave it to Beaver,” and others depicted smiling middle class families basking in the warm sunlight of the suburbs.  But despite the seeming gilt of the period, not all Americans lived in such comfortable surroundings.  Nonetheless, the relative opulence of the early 1950s produced a cultural element that remains at the center of America: consumerism. 

 

Television

The advent of the television created an army of captivated consumers, and with 50,000,000 television sets in American living rooms by 1960, only the poorest families lived without what detractors called the glare of the “boob tube.”  Television brought not only the nation’s favorite shows such as “I Love Lucy” and “The Lone Ranger,” both of which celebrated traditional American values, but also introduced advertising for the many new products manufactured en masse during the 50s.  Families could purchase Tupperware brand plastic containers, General Electric refrigerators, or Dodge cars, all advertised favorably between their favorite shows. 

Modern Republicanism

On the political front, the president was less enamored by such purchasing power than the public.  A fiscal conservative, Eisenhower instituted what he called “Modern Republicanism.”  In his own words, he described himself as, “conservative when it comes to money and liberal when it comes to human beings.”  He cut the federal budget and instituted measures to increase states' rights but at the same time increased Social Security and raised the minimum wage.  He also created the Department of Health, Education, and Welfare, which he placed under the guidance of Oveta Culp Hobby of Texas.  Eisenhower signed legislation that created the Interstate Highway System, laying the basis for the modern interstate system used today.   Many of the existing New Deal programs established by his predecessors remained during Eisenhower’s tenure, and the primary focus of his presidency dealt with diffusing the mounting tension of the early Cold War.