gh, the 1920s became known as the prosperity decade because consumerism escalated so much. It should be no surprise that ethnics participated in mass consumerism. After all, they were the mass production workers that made mass consumerism possible.Stores were a significant part of consumerism, and they helped create a mass culture. Just like the banks, the stores became central institutions that kept ethnic bonds growing throughout communities (Cohen, 110). Immigrants patronized their own ethnic stores because many believed that American nationals would gouge prices on store items. It was also more enjoyable talking to merchants who spoke their foreign language.Mass consumerism allowed chain stores to expand incredibly in the 1920s, but they had no similar success in the ethnic neighborhoods (Cohen, 112). Ethnic merchants were personal with their customers and they extended credit with relative ease. The chain stores had a cash and carry policy that was to cumbersome for immigrants (Cohen, 112). Competition among the chain stores forced them into the ethnic neighborhoods by the 1930s, though. As a result, ethnic merchants began mimicking the chain stores. They had to carry some of the same products and also ran some of the same ads (Cohen, 119). Some even joined forces with the chain stores, and that surely did not increase ethnic ties. According to Cohen, though, the chain stores moving into ethnic neighborhoods accelerated mass consumerism (Cohen, 119). One might wonder if the ethnic merchants giving way to chain stores weakened ethnic bonds?If not for radio, the withering away of corner grocery stores might very well have attenuated the link among ethnics. In the very least, radio helped make American culture more homogeneous. Ethnics used the radio to disseminate news, religious sermons, and a few entertainment programs in their foreign language (Cohen, 135). Italians even heard Mussolinis messages from time to time, but the radio w...
