Prosperity and the Production of Popular Entertainment

Learning Objectives

  • Assess the role of new technology in the evolution of American culture
  • Describe the expressions of anti-Black racism in popular entertainment in the 1920s

In the 1920s, prosperity manifested in many forms, most notably in advancements in entertainment and technology that led to new patterns of leisure and consumption. Movies and sports became increasingly popular and buying on credit or “carrying” the debt allowed for the sale of more consumer goods. Automobiles, for example, were within reach of average Americans for the first time. Advertising became a central institution in this new consumer economy, and commercial radio and magazines turned athletes and actors into national icons. “Change is in the very air Americans breathe, and consumer changes are the very bricks out of which we are building our new kind of civilization,” announced marketing expert and home economist Christine Frederick in her influential 1929 monograph, Selling Mrs. Consumer.

Movies

The increased prosperity of the 1920s gave many Americans more disposable income to spend on entertainment. As the popularity of “moving pictures” grew in the early part of the decade, “movie palaces,” capable of seating thousands, sprang up in major cities. A ticket for a double feature and a live show cost twenty-five cents; for a quarter, Americans could escape from their problems and lose themselves in another era or world. People of all ages attended the movies with far more regularity than today, often going more than once per week. By the end of the decade, weekly movie attendance swelled to ninety million people.

Al Jolson portraying Jack Robin singing in blackface

Figure 1. Al Jolson as Jack Robin, in blackface, performing “My Mammy” publicity photo for the Warner Bros. film The Jazz Singer (1927)

The silent movies of the early 1920s gave rise to the first generation of movie stars. Rudolph Valentino, the lothario with the bedroom eyes, and Clara Bow, the “It Girl” with sex appeal, filled the imagination of millions of American moviegoers. However, no star captured the attention of the American viewing public more than Charlie Chaplin. This sad-eyed tramp with a moustache, baggy pants, and a cane was the top box office attraction of his time.

The Jazz Singer

In 1927, the world of the silent movie began to wane with the New York release of the first “talkie”: The Jazz Singer. The plot of this film, which starred Al Jolson, told a distinctively American story of the 1920s. In the film, Jolson’s character Jake Robin (born Jakie Rabinowitz) is disowned by his cantor father for singing African-American-influenced music, and runs away from the Jewish ghetto of the Lower East Side to find fame and fortune on Broadway. In the film, Jolson uses blackface, and has been referred to by modern critics as “the king of blackface performers.” While the use of blackface by White performers, who often reinforced stereotypes about Black life in these narratives, is certainly offensive to film historians today, it was a common convention in the early American cinema. The Jazz Singer’s story and the new sound technology used to present it were popular with audiences around the country. It quickly became a huge hit for Warner Brothers, one of the “big five” motion picture studios in Hollywood along with Twentieth Century Fox, RKO Pictures, Paramount Pictures, and Metro-Goldwyn-Mayer. By the 1920s, the once-sleepy California village was home to a majorly profitable and innovative industry.

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The Power of Radio and the World of Sports

After being introduced during World War I, radios became a common feature in American homes of the 1920s. Hundreds of radio stations popped up over the decade. These stations developed and broadcasted news, serial stories, and political speeches. Much like print media, advertising space was interspersed with entertainment. Yet, unlike magazines and newspapers, advertisers did not have to depend on the active participation of consumers. Syndicated radio programs like Amos ‘n’ Andy, which began in the late 1920s, entertained listeners around the country—in this case, it did so with racial stereotypes about Black Americans familiar from minstrel shows of the previous century. No longer were small corners of the country separated by their access to information. With the radio, Americans from coast to coast could listen to exactly the same programming. This had the effect of smoothing out regional differences in dialect, language, music, and even consumer taste.

A photograph showing Babe Ruth holding his baseball bat, signed by him

Figure 2. Babe Ruth pictured in 1920

Radio and American Sports

Radio also transformed how Americans enjoyed sports, by bringing sports entertainment right into the homes of millions. Play-by-play radio broadcasts of major collegiate and professional sporting events marked a new era, despite the institutionalization of racial segregation in most sports. Radio also helped to popularize sports figures and their accomplishments. The biggest star of all was the “Sultan of Swat,” Babe Ruth, who became America’s first baseball hero. He changed the game of baseball from a low-scoring one dominated by pitchers to one where his hitting became famous. Ruth’s incredible talent accelerated the popularity of baseball, establishing it as America’s pastime. His propensity to shatter records made him a national hero.

A photograph of the Kansas City Monarchs baseball team

Figure 3. Some players from the Kansas City Monarchs (pictured above in 1921) are among the more than 3,400 players now recognized by MLB as major leaguers.

As the expanding popularity of baseball led to the formation of amateur clubs in the second half of the 19th century, Black Americans were among those joining the action. Records exist of an abbreviated game between two Black teams as far back as 1855, and by the end of the decade there were several African American clubs in the New York area. In 1876, the professional National League was formed by owners intent on keeping it a White man’s game.

Segregation in Sports

With legal segregation in full effect, Black people were not being accepted into the major and minor baseball leagues due to racism established by the color line. They decided to form their own local and professional teams called the Negro Leagues.  After winning four national championships, The Kansas City Monarchs lost Jackie Robinson to the Brooklyn Dodgers. This led to the breaking of the color barrier in major and minor league baseball, however, it also led to the decline of the Negro Leagues.

The most popular sports in the 1920s were boxing, baseball, basketball, and football, but other sports also attracted vast interest such as ice hockey, tennis, golf, and swimming, especially when sports stars achieved worldwide success. The sports stars of the 1920s were idolized as much as the Hollywood movie legends of the era. Sporting heroes of the 1920s included Jack Dempsey, Johnny Weissmuller, Helen Wills, ‘Red’ Grange, Gertrude Ederle, Joe Lewis, Satchel Paige and Babe Ruth.

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What do the stories of athletes who faced inequalities due to race teach us about leveling the playing field for everyone?

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Glossary

blackface: a form of theatrical makeup used predominantly by performers of non-African descent to portray a caricature of a Black person. In the United States, the practice became common during the 19th century and contributed to the spread of racial stereotypes.

syndication: the practice of leasing the right to broadcasting television shows and radio programs to multiple television stations and radio stations, without going through a broadcast network.

Hollywood: a small town north of Los Angeles, California, whose reliable sunshine and cheaper production costs attracted filmmakers and producers starting in the 1910s; by the 1920s, Hollywood was the center of American movie production with five movie studios dominating the industry.

Negro Leagues: associations of professional baseball teams made up of Black players, especially active from the 1920s through the 1940s