Doused in frantic paranoia, United States citizens during 1940s and 50s Cold War era were inherently concerned of their conduct and appearance. As observed in the 1982 film Atomic Café, and supplemental videos “The House in the Middle,” and “Operation Cue,” Cold War attitudes were as much about fear of nuclear attack as they were about fitting into the identity of an American citizen living in a nuclear age. What was striking while watching the tactically edited military training and educational videos, which comprise Atomic Café, is how cleanliness and wholesome image became synonymous with ones safety and survival during nuclear attack. The government produced atomic procedural films were key in promoting ideals of the era that were influential in defining the roles of citizens.
There is (as what is meant to be viewed as inadvertent) advertisement throughout the “educational” films. In one news like film clip, the reporter takes a moment to mention “two outstanding shopping centers” after reporting on town that staged a mock communist takeover (0:19:41). This declared the importance of shopping in newly founded shopping malls away from the home. Appearing several times throughout Atomic Café, are film clips of a congressmen discussing nuclear warfare in front of a large sign advertising the watch company Longines (0:24:50). Again this reinforces the idea of consumerism and identity, advertising what Americans should be buying. Something that really stuck out oddly to me was a print of Van Gogh’s “Vase with Twelve Sunflowers” hanging on the wall above the family eating at the kitchen table (0:42:00). To me, this image seemed to imply that the depicted family was worldly and educated. If they watch television after dinner to find out what’s going on in the news then I should too. Embedded in these films meant to educate citizens on the protocol during a nuclear attack, are product placements for American etiquette and consumerism.
Reading “Civilian Threat, the Suburban Citadel, and Atomic Age American Women,” illustrated further the American identity emerging from Cold War fear. Living in suburban dwellings became the norm for the white middle class, instilling a sense of safety to those who had the means to live in a repetitious ranch on a cul-de-sac. But just living in the right house wasn’t enough, conforming to the new template of the nuclear family was the only way to ensure safety and patriotism; this constructing the idealized family out of the desire to appear wholesome and normal. The video of “The House in the Middle” particularly harked back to this ideal in stating that the whitest, cleanest, and well-kept homes would be the safest during nuclear attack.
Some viewed the intensity of the fear in film to be contrived or exaggerated. It’s clearly evident that people during this era were constantly terrified of nuclear attack. Being so prevalent and intense, atomic fear directly altered societal values. The solution to this anxiety was to become a model family and citizen. To be entirely conservative became a defining value and by doing so, allowed you to calm act calm in knowing you are fulfilling your civic duty. Atomic fear was incredibly influential in constructing American identity in the 1940s and 50s and I believe a lot of these core ideals remain major aspects of the idealized American identity today. Do you agree?
