The Lonely Crowd
"The Lonely Crowd" is a sociological study by David Riesman that examines significant shifts in American character during the 1950s. It is part of a broader intellectual discourse among theorists of the time, such as Hannah Arendt and John Kenneth Galbraith, who explored the evolving social and national psyche. Riesman's central thesis presents a model of social character that categorizes Americans' motivations into three types: "inner-directed," "other-directed," and "tradition-directed." He argues that contemporary Americans increasingly look to their social circles and mass media for guidance on values and behavior, rather than relying on internal ideals or traditional influences.
The book resonated widely, selling over a million copies and offering a framework for understanding the changing landscape of American values. It provided insights into how social expectations shape individual behavior in a consumer-driven society, sparking discussions on conformity and individuality. While some interpreted Riesman’s work as critical of modern conformity, he emphasized that social cohesion is essential for functioning within advanced societies. Overall, "The Lonely Crowd" remains a pivotal analysis of mid-20th-century American identity and its implications for social behavior.
The Lonely Crowd
Identification Book on changes in American society during the 1950’s
Date Published in 1950
Author David Riesman
The Lonely Crowd provided illuminating insights into the new American character that emerged during the prosperous, consumer-driven era after World War II.
Key Figures
David Riesman (1909-2002), author
The Lonely Crowd: A Study of the Changing American Character records what David Riesman perceived to be revolutionary changes in American character that were occurring during the 1950’s. It is one of a number of books written by theorists as diverse as Hannah Arendt and John Kenneth Galbraith at that time on the topic of social and national psyche. Riesman’s theoretical contribution to this discussion was his model of the tripartite social character and his provocative suggestion that the American character was moving from “inner” to “other” directedness. A typical modern American’s source of life-direction and value would not be internalized ideals, parental influence, or traditions; rather its source would be friends, acquaintances, and presciently, the mass media. Riesman argued that Americans were coming to adjust their behavior to the perceived expectations of important others whose approval they sought.
Impact
Riesman’s thesis struck a chord with the American public, with The Lonely Crowd selling more than one million copies. It provided a vocabulary through which Americans could understand the changes of value they were undergoing, and it provided a diagnosis of the causes of those changes. It accomplished all of this without the trappings of sociological jargon. To Riesman’s chagrin, the book was often read by critics and admirers as an indictment against modern American conformity and the country’s individualist nineteenth century predecessors. However, Riesman noted that all societies require some form of behavioral conformity from their members. The ability to get along well with others is what is appropriate for members of an advanced consumer society.
Bibliography
Bellah, Robert, et al. Habits of the Heart: Individualism and Commitment in America. Berkeley: University of California Press, 1996. A study of religious and civic commitment in modern American society.
Sennett, Richard. The Corrosion of Character: The Personal Consequences of Work in the New Capitalism. New York: W. W. Norton, 2000. Sennett chronicles the effects of modern “flexible” capitalism on the lives of workers.