In August 1976, the novelist Tom Wolfe published the essay, "The "Me" Decade and the Third Great Awakening" in the New York Magazine. He gave the 1970 decade the name "The Me Decade" because of the way Americans retreated from social and political activities, and turned to individual wellbeing. The Webster's New World College Dictionary defines "The Me Decade" as "the decade of 1970s thought of as characterized by narcissicism, self-indulgence, and a lack of social concern in many, esp. younger people." What factors contributed to the change in people's attitude during this time?
There were economic problems rising on the surface. Americans had been enjoying their time of economic boom after the end of World War II, up to the 1960s. The economic growth gradually decreased in the 1970s. In 1979, the Arabians limited the oil export, forcing the gas price in America to dramatically increase. At the same time, the automobile industry in America had to compete with Japan carmakers. In addition, the inflation rate was rising, which meant that good's prices were higher than wages, thus putting people in difficult positions. Therefore, Americans had to involve themselves in improving the economy, which meant that they did not have the time to think about political and social problems.
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| This book was popular during the Me Decade. |
The changing social structure also helped explain the reason behind the differences in people's reactions. The baby boomers from after World War II were getting out of college, and many of them were busy settling down with their families. The war in Vietnam also ended, and thus people didn't have to march protests anymore. Americans gave up trying to refine the world, and focused on improving themselves. The only exception to this ideal was the feminist movement.
American culture was also popularized during this period as TV became widespread. Many TV programs and shows were created for people's entertainment. People could watch soap opera, comedies, sports, etc on TV without going outside. Thus, they became more inward and sluggish. Their lives revolved around television.
Looking good, eating well, and feeling fine were the major interests of the people. The media was filled with discussion about reactivities and sensations. Discos, night clubs, and bars were the escape routes from social, economical, and political problems. However, "The Me Decade" in 1970s gave way to new attractions and affluence in the 1980s.
