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The Roaring Twenties, sometimes stylized as Roaring '20s, refers to the 1920s decade in music and fashion, as it happened in Western society and Western culture. It was a period of economic prosperity with a distinctive cultural edge in the United States and Europe, particularly in major cities such as Berlin,[1] Buenos Aires,[2][3] Chicago,[4] London,[5] Los Angeles,[6] Mexico City,[3] New York City,[7] Paris,[8] and Sydney.[9] In France, the decade was known as the annes folles ('crazy years'),[10] emphasizing the era's social, artistic and cultural dynamism. Jazz blossomed, the flapper redefined the modern look for British and American women,[11][12] and Art Deco peaked.[13]
The social and cultural features known as the Roaring Twenties began in leading metropolitan centers and spread widely in the aftermath of World War I. The spirit of the Roaring Twenties was marked by a general feeling of novelty associated with modernity and a break with tradition, through modern technology such as automobiles, moving pictures, and radio, bringing "modernity" to a large part of the population. Formal decorative frills were shed in favor of practicality in both daily life and architecture. At the same time, jazz and dancing rose in popularity, in opposition to the mood of World War I. As such, the period often is referred to as the Jazz Age.
The 1920s saw the large-scale development and use of automobiles, telephones, films, radio, and electrical appliances in the lives of millions in the Western world. Aviation soon became a business due to its rapid growth. Nations saw rapid industrial and economic growth, accelerated consumer demand, and introduced significant new trends in lifestyle and culture. The media, funded by the new industry of mass-market advertising driving consumer demand, focused on celebrities, especially sports heroes and movie stars, as cities rooted for their home teams and filled the new palatial cinemas and gigantic sports stadiums. In many countries, women won the right to vote.
Wall Street invested heavily in Germany under the 1924 Dawes Plan, named after banker and later 30th Vice President Charles G. Dawes. The money was used indirectly to pay reparations to countries that also had to pay off their war debts to Washington.[14] While by the middle of the decade prosperity was widespread, with the second half of the decade known, especially in Germany, as the "Golden Twenties",[15] the decade was coming fast to an end. The Wall Street Crash of 1929 ended the era, as the Great Depression brought years of hardship worldwide.[16]
The Roaring Twenties was a decade of economic growth and widespread prosperity, driven by recovery from wartime devastation and deferred spending, a boom in construction, and the rapid growth of consumer goods such as automobiles and electricity in North America and Europe and a few other developed countries such as Australia.[18] The economy of the United States, successfully transitioned from a wartime economy to a peacetime economy, boomed and provided loans for a European boom as well. Some sectors stagnated, especially farming and coal mining. The US became the richest country in the world per capita and since the late-19th century had been the largest in total GDP. Its industry was based on mass production, and its society acculturated into consumerism. European economies, by contrast, had a more difficult post-war readjustment and did not begin to flourish until about 1924.[19]
Before World War I, cars were a luxury good. In the 1920s, mass-produced vehicles became commonplace in the U.S. and Canada. By 1927, the Ford Motor Company discontinued the Ford Model T after selling 15 million units of that model. It had been in continuous production from October 1908 to May 1927.[20][21] The company planned to replace the old model with a newer one, the Ford Model A.[22] The decision was a reaction to competition. Due to the commercial success of the Model T, Ford had dominated the automotive market from the mid-1910s to the early-1920s. In the mid-1920s, Ford's dominance eroded as its competitors had caught up with Ford's mass production system. They began to surpass Ford in some areas, offering models with more powerful engines, new convenience features, and styling.[23][24][25]
Only about 300,000 vehicles were registered in 1918 in all of Canada, but by 1929, there were 1.9 million. By 1929, the United States had just under 27,000,000[26] motor vehicles registered. Automobile parts were being manufactured in Ontario, near Detroit, Michigan. The automotive industry's influence on other segments of the economy were widespread, jump starting industries such as steel production, highway building, motels, service stations, car dealerships, and new housing outside the urban core.
Ford opened factories around the world and proved a strong competitor in most markets for its low-cost, easy-maintenance vehicles. General Motors, to a lesser degree, followed. European competitors avoided the low-price market and concentrated on more expensive vehicles for upscale consumers.[27]
Radio became the first mass broadcasting medium. Radios were expensive, but their mode of entertainment proved revolutionary. Radio advertising became a platform for mass marketing. Its economic importance led to the mass culture that has dominated society since this period. During the "Golden Age of Radio", radio programming was as varied as the television programming of the 21st century. The 1927 establishment of the Federal Radio Commission introduced a new era of regulation.
The cinema boomed, producing a new form of entertainment that virtually ended the old vaudeville theatrical genre. Watching a film was cheap and accessible; crowds surged into new downtown movie palaces and neighborhood theaters. Since the early 1910s, lower-priced cinema successfully competed with vaudeville. Many vaudeville performers and other theatrical personalities were recruited by the film industry, lured by greater salaries and less arduous working conditions. The introduction of sound film, a.k.a. "the talkies" which did not surge until the end of the decade of the 1920s, eliminated vaudeville's last major advantage and put it into sharp financial decline. The prestigious Orpheum Circuit, a chain of vaudeville and movie theaters, was absorbed by a new film studio.[28]
For much of 1928, Warner Bros. was the only studio to release talking features. It profited from its innovative films at the box office. Other studios quickened the pace of their conversion to the new technology and started producing their own sound films and talking films. In February 1929, sixteen months after The Jazz Singer, Columbia Pictures became the eighth and last major studio to release a talking feature. In May 1929, Warner Bros. released On with the Show! (1929), the first all-color, all-talking feature film.[35] Soon silent film production ceased. The last totally silent feature produced in the US for general distribution was The Poor Millionaire, released by Biltmore Pictures in April 1930. Four other silent features, all low-budget Westerns, were also released in early 1930.[36]
In July 1928, John Logie Baird demonstrated the world's first color transmission, using scanning discs at the transmitting and receiving ends with three spirals of apertures, each spiral with a filter of a different primary color; and three light sources at the receiving end, with a commutator to alternate their illumination.[39] That same year he also demonstrated stereoscopic television.[40]
In 1927, Baird transmitted a long-distance television signal over 438 miles (705 km) of telephone line between London and Glasgow; Baird transmitted the world's first long-distance television pictures to the Central Hotel at Glasgow Central Station.[41] Baird then set up the Baird Television Development Company Ltd and in 1928 made the first transatlantic television transmission, from London to Hartsdale, New York and the first television programme for the BBC.[42]
For decades biologists had been at work on the medicine that became penicillin. In 1928, Scottish biologist Alexander Fleming discovered a substance that killed a number of disease-causing bacteria. In 1929, he named the new substance penicillin. His publications were largely ignored at first, but it became a significant antibiotic in the 1930s. In 1930, Cecil George Paine, a pathologist at Sheffield Royal Infirmary, used penicillin to treat sycosis barbae, eruptions in beard follicles, but was unsuccessful. Moving to ophthalmia neonatorum, a gonococcal infection in infants, he achieved the first recorded cure with penicillin, on November 25, 1930. He then cured four additional patients (one adult and three infants) of eye infections, but failed to cure a fifth.[43][44][45]
Electrification, having slowed during the war, progressed greatly as more of the US and Canada was added to the electrical grid. Industries switched from coal power to electricity. At the same time, new power plants were constructed. In America, electricity production almost quadrupled.[49]
Urbanization reached a milestone in the 1920 census, the results of which showed that slightly more Americans lived in urban areas, towns, and cities, populated by 2,500 or more people, than in small towns or rural areas. However, the nation was fascinated with its great metropolitan centers that contained about 15% of the population. The cities of New York and Chicago vied in building skyscrapers, and New York pulled ahead with its Empire State Building. The basic pattern of the modern white-collar job was set during the late-19th century, but it now became the norm for life in large and medium-sized cities. Typewriters, filing cabinets, and telephones, brought many unmarried women into clerical jobs. In Canada, by the end of the decade, one in five workers were women. Interest in finding jobs, in the now ever-growing manufacturing sector of U.S. cities, became widespread among rural Americans.[50]
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