FDR's New Deal through Popular media

Brett Wittenberg
American Studies
February 25, 2009
Paper #3
Rough Draft

Franklin Delano Roosevelt’s New Deal

American culture was redefined in the 1930’s when popular media became a social force. For the first time in American history, the country was united over certain cultural attractions and a national connectivity began to manifest. The growth of popular media changed American lifestyle in many ways. Social commentary was presented in published paintings such as Norman Rockwell’s four freedoms that first appeared in the Saturday Evening Post, as well as Wilfred Mead’s poignant political photographs. With the spread of “American Culture”, the collective interest became more important than ever. Even the course of presidential politics was affected by this cultural wave of shared American culture. Franklin Delano Roosevelt was more effectively able to use the popular media as a conduit for his message than his political opponent Herbert Hoover. Although the circumstances of the great depression favored the political and social ideas being presented by Franklin Delano Roosevelt, it was his use of popular media that won him the 1932 election. The result was the passing of the New Deal and an irrevocable change to the way American politics is structured.
The great depression, brought on by the stock market crash of 1929, created a divide between those who fundamentally felt that the American people needed governmental assistance, and those who felt that the best course of political action was to let capitalism run its course. The argument over the role of government was not a new idea, however the magnitude of the economic crisis widened a political rift. "This campaign is more than a contest between two men. It is more than a contest between two parties. It is a contest between two philosophies of government....” (Hoover, This Challenge to Liberty) Democrats, like Franklin Delano Roosevelt, felt that it was the responsibility and purpose of the American government to aid the American people with the full extent of its resources and power.
Republicans, such as Herbert Hoover, believed that the way for America to rebound economically was to reduce the size of government and use less federal funds. Allowing for the free market to even itself out without governmental interference. The fundamental economic issues of the 1932 presidential election are the same as those discussed every four years in every presidential election since.
Franklin Delano Roosevelt in his Commonwealth Club Address said,
“The issue of government has always been whether individual men and women will have to serve some system of government or economics, or whether a system of government and economics exists to serve individual men and women. This question has persistently dominated the discussion of government for many generations. On questions relating to these things men have differed, and for time immemorial it is probable that honest men will continue to differ.” (Roosevelt, Commonwealth Club Address)
By this Roosevelt is calling to action the economic upper class. Roosevelt is suggesting that what is good for the majority is good for the elites. He is presenting the argument that it is through collective action and social unity that the country can redistribute wealth and stabilize a teetering economy. Roosevelt was well aware of who he was speaking to when he made his address on September 23, 1932. He knew full well that the Commonwealth Club housed some of the great fortunes of the country, and that it was only with their support that he could enact his great plan for change, the New Deal.
Herbert Hoover was of the opinion that the resilient American people could overcome the significant social problems of the early 1930’s simply by allowing capitalism and the free market to operate as normal.
“We hold the first essential is to improve constantly our machines and methods. That will create plenty and make it cheaper. That will enable the under quarter of our people to obtain more goods. Thereby we give increasing employment to everybody. We hold that this can be done only by private industry and not by government. We hold it can be done only by rewarding men for skill and merit. We hold it can be done only through the energizing force of competition.” (Hoover, This Challenge to Liberty)
Hoover campaigned for the rise of American technical infrastructure through the continuation of a capitalist society that rewarded hard work and skill in a trade. This message of American might and ability was received more positively during Hoover’s time in office during the roaring twenties than during the great depression of the 1930’s.
The societal response to the great depression was a great help for Roosevelt in presenting and passing his new wave of American politics, the New Deal. The American people were calling for a governmental response to the massive economic collapse of the late 1920’s. The government was already perceived with some malice over the inability of the treasury to ensure federal deposits in banks. This uproar and call for governmental programming was just the platform Roosevelt needed to sell his ideas for a new level of government involvement in day-to-day American life. In addition to his message itself, was the superior and diversified way he presented his message.
The popular media was an important factor in determining the public mindset during the 1930’s, as there was the burgeoning idea of American culture and a commitment to collective interests. An example of the social power of a photograph was clearly evident in Wilfred Mead’s photo “Work Project”. The photograph serves as a mark of confidence for the American people to feel secure in the politically funded expansion. The subject looks strong and good with his tool. He gives the impression that he is a skilled and motivated worker. The upward angle of the shot makes the mere mortal the same height as the trees behind him. This image and others like it served as a form of political propaganda, in this case taking the side of political funds for social projects. The messages within these works of popular media were heavily examined and analyzed by the voters of the 1932 election.