The New Deal Appeal

Julian Zelizer is right to stress the common theme of under-consumption that underpinned the New Deal rhetoric of the 1930s. As he points out it was a rhetoric that united middle-class consumers and workers that was key to support both for Social Security and the Wagner Act. It was the key to the Democratic Party electoral successes of 1936 and 1940. At the local level it also helps explain why there was so much community support for striking workers: middle-class political sentiment was not necessarily on the side of 'law and order' and the employer. It was one of the factors that made the 1930s so distinctive in American history. Before the 1930s you had to go back to the mid to late nineteenth century, as Herbert Gutman noted, to find local middle-class solidarity with local artisans and workers against 'outside' employers. After the 1940s Meg Jacobs showed how consumers could be persuaded that organized labor, not business, was the cause of their difficulties during World War II and in the post-war inflation.
Partly because of that consumer-producer link, there was as Don Guttenplan's posts remind us, a radical cutting edge to the politics of the 1930s that we have never seen again. It is also a radical cutting edge that is absent today. No wonder historians on the right blame the New Deal for promoting class conflict rather than class unity.












