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An Affluent Society? - Britain's Post-War 'Golden Age' Revisited (Hardcover, New edition)
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An Affluent Society? - Britain's Post-War 'Golden Age' Revisited (Hardcover, New edition)
Series: Modern Economic and Social History
Expected to ship within 10 - 15 working days
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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.
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