FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- )

Fast pace of urban culture Eventually, the culture is so diluted & mainstream, it loses its appeal to teenagers Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Affluent teens buy record players Free from parents’ censorship African-American gospel music Emergence of new counter-cultural form (“Hippies” in 1960s, Punk & New Wave in late 1970s, & Hip-hop in 1980s & ‘90s) Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture Popularity among teenagers of Beat culture & esp. Rock & Roll in U.S. & later across the globe Media incorporates more acceptable aspects while rejecting or parodying (e.g., “beatniks”) more radical aspects of the new “youth culture” Diluted “youth culture” grows in popularity FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a African-American gospel music FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a African-American gospel music Fast pace of urban culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a African-American gospel music Fast pace of urban culture Jazz evolves in American cities FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a African-American gospel music Fast pace of urban culture Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

Jack Kerouac, Allen Ginsberg, and a group of poets and writers in New York City in the late 1940s and early 50s formed a group that called themselves the Beats, including both the urban beat of New York and the feeling of being tired, beat, and open to new ideas. When the Soviets launched Sputnik into space in 1957, some journalist coined the term “beatnik” to indicate that the beats were out of this world (I.e., crazy).

a African-American gospel music Fast pace of urban culture Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a African-American gospel music Fast pace of urban culture Rural white country music Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

Elvis “the Pelvis” bridged the gap between mainstream country music that was popular in the South with Black rhythm and blues, known as “race music”, that was gaining a growing white following, especially in Memphis. Sun Records owner, Sam Philips, had the vision to record and promote this new fusion of country with blues that became known as rock ‘n roll.

a African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Affluent teens buy record players Free from parents’ censorship African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a Affluent teens buy record players Free from parents’ censorship Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Popularity among teenagers of Beat culture & esp. Rock & Roll in U.S. & later across the globe African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

a Popularity among teenagers of Beat culture & esp. Rock & Roll in U.S. & later across the globe Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Affluent teens buy record players Free from parents’ censorship Media incorporates more acceptable aspects while rejecting or parodying (e.g., “beatniks”) more radical aspects of the new “youth culture” African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

Movies and pulp novels blew the threat and intentions of the beatniks way out of proportion, creating cheap stereotypes that bore little resemblance to the real thing. Sometimes they would be turned into harmless TV and cartoon stereotypes. Left: Bob Denver as Mayard G. Krebs, a harmless and witless stereotype of a beatnik on the TV sitcom Dobie Gillis. Denver would go on to play the even more witless title role on TV’s Gilligan’s Island.

Sometimes they would be turned into something more dangerous & sinister. The same thing would happen to “hippies” in the 1960s.

1960

The “bobby soxers” of the late 1940s who cultivated a sloppy image of rolled up jeans and loose-fitting clothes were a precursor to the Beats and hippies of the 1950s and 1960s. Teens have always struggled to establish their own separate identities. However, the 1950s were unique in how advertisers targeted and exploited the much larger and more affluent youth market then emerging. It was the combination of lots of teens with money to spend and mass market advertising that created a new phenomenon: the youth culture. Rarely, if ever, has the elusive promise of eternal youth and immediate gratification so dominated cultural values at the expense of age and experience.

“Fifties speak” Even more than the Flappers of the 1920s, the youth culture of the 1950s generated what seemed to adults to be a whole new alien language. While the phenomenon itself was nothing new, the numbers of young people using it was unprecedented. In the 1960s, as the Baby-boomers reached adolescence, the numbers would mushroom and help create what would be termed the Generation Gap. Below are some select terms and phrases in case you ever get caught in a time warp and find yourself in the 1950s. Some are still part of daily speech. Most aren’t. Notice also how the Beats and hot-rodders (AKA greasers) function as two virtually separate sub-cultures. Actor Show-off Agitate the Gravel To leave (hot-rodders) Ankle-biter A child Ape (used with go) to explode or be really mad Are you writing a book? You're asking too many questions Back seat bingo Necking in a car Bad news Depressing person Bent eight a V-8 engine (hot-rodders) Big Daddy An older person Big tickle Really funny Blast A good time Blow off To defeat in a race (hot-rodders) Burn rubber Accelerate hard & fast (hot-rodders) Cast an eyeball To look

Chariot Car (Beats) Chrome-plated Dressed up (hot-rodders, originally) Circled Married Clutched Rejected Cooties Imaginary infestations of the truly un-cool Cranked Excited (Beats) Cream To badly damage (hot-rodders, originally) Cube A normal person Cut the gas Be quiet! Cut out Leave Daddy-O Term of address (Beats) D.D.T. Drop Dead TwiceRespond: What, & look like you? Deuce A 1932 Ford (hot-rodders) Dibs A claim - as in "got dibs" on that seat Dolly Cute girl Don't have a cow Don't get so excited Drag (hot-rodders) A short car race; (Beats) A bore Earthbound Reliable Epistle Letter Eyeball Look around Fake Out A bad date Fast Someone who was sexually active Fracture To amuse Fream Someone who doesn't fit in Frosted Angry

a Diluted “youth culture” grows in popularity Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Affluent teens buy record players Free from parents’ censorship African-American gospel music Fast pace of urban culture Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture Popularity among teenagers of Beat culture & esp. Rock & Roll in U.S. & later across the globe Media incorporates more acceptable aspects while rejecting or parodying (e.g., “beatniks”) more radical aspects of the new “youth culture” FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

Fast pace of urban culture African-American gospel music Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Affluent teens buy record players Free from parents’ censorship Eventually, the culture is so diluted & mainstream, it loses its appeal to teenagers Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture Popularity among teenagers of Beat culture & esp. Rock & Roll in U.S. & later across the globe Media incorporates more acceptable aspects while rejecting or parodying (e.g., “beatniks”) more radical aspects of the new “youth culture” Diluted “youth culture” grows in popularity FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

Fast pace of urban culture Eventually, the culture is so diluted & mainstream, it loses its appeal to teenagers Major effects in 50s: Mass media, esp. TV Prosperity & new tech’s Unforeseen side effects: Media industry sees teens as an affluent & huge new mkt Affluent teens buy record players Free from parents’ censorship African-American gospel music Emergence of new counter-cultural form (“Hippies” in 1960s, Punk & New Wave in late 1970s, & Hip-hop in 1980s & ‘90s) Rural white country music Elvis Presley combines influences of Black & White music in Memphis Rock & Roll Blues evolves in Mississippi Delta Jazz evolves in American cities Jack Kerouac, Allen Ginsberg, et. al., combine poetry w/jazz rhythms Beat culture Popularity among teenagers of Beat culture & esp. Rock & Roll in U.S. & later across the globe Media incorporates more acceptable aspects while rejecting or parodying (e.g., “beatniks”) more radical aspects of the new “youth culture” Diluted “youth culture” grows in popularity FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- ) World War II US is global econ. Superpower (FC.142)

Creating & Selling the Youth Culture to the Pepsi Generation

Various companies, such as Pepsi, cashed in on the emerging youth culture and market by packaging their products in ways that were both appealing to teen-agers and squeaky clean enough so as not to offend parents and make them worry that their products would turn their children into beatniks.

Looking at Pepsi ads from the 1950s to the 1960s, one sees an emerging re-definition of young which happened to coincide with an increasingly younger consumer market. The people portraying a youthful image in the 1950s are definitely adults, youthful and active, but some with what might be hints of grey in their hair. 1956

These are also people who are successful, being able to afford ski trips and fancy clothes. So Pepsi should fit in with their affluent lifestyles. 1958

1959

As late as 1962, the models, while youthful, have crows’ feet around their eyes along with the motto: “for those who think young.” 1962

Pepsi ad, 1964

By 1965, millions of Baby-boomers have reached or are approaching their teen years and collectively have enough money to buy a lot of Pepsis. As a result, the new slogan is “Come alive! You’re in the Pepsi generation!” The models are teenagers, not with expensive clothes or ski equipment, but having the freedom to go to the beach and enough change to buy a Pepsi. 1965

Besides their numbers, they’re also too young to (legally) buy alcohol, which is a major competitor for the adult market. 1965

As the youth culture became the dominant image in Western culture, many aging Baby-boomers remained gripped in the promise of eternal youth, thus making them easy targets for such products as diet pills & Botox.

FC.142A BEATS, ROCK’N ROLL & THE COUNTER-CULTURE CYCLE (c.1950- )