Fitzgerald had much to say about the failure of this dream, and the fraudulences that sustain it – but his insights are not all contained within the economical pages of his greatest novel. Indeed, when Fitzgerald published The Great Gatsby in April 1925, the phrase "American dream" as we know it did not exist. Many now assume the phrase stretches back to the nation's founding, but "the American dream" was never used to describe a shared national value system until a popular 1917 novel called Susan Lenox: Her Fall and Rise, which remarked that "the fashion and home magazines … have prepared thousands of Americans … for the possible rise of fortune that is the universal American dream and hope." The OED lists this as the first recorded instance of the American dream, although it's not yet the catchphrase as we know it. That meaning is clearly emerging – but only as "possible" rise of fortune; a dream, not a promise. And as of 1917, at least some Americans were evidently beginning to recognise that consumerism and mass marketing were teaching them what to want, and that rises of fortune would be measured by the acquisition of status symbols. The phrase next appeared in print in a 1923 Vanity Fair article by Walter Lippmann, "Education and the White-Collar Class" (which Fitzgerald probably read); it warned that widening access to education was creating untenable economic pressure, as young people graduated with degrees only to find that insufficient white-collar jobs awaited. Instead of limiting access to education in order to keep such jobs the exclusive domain of the upper classes (a practice America had recently begun to justify by means of a controversial new idea called "intelligence tests"), Lippmann argued that Americans must decide that skilled labour was a proper vocation for educated people. There simply weren't enough white-collar jobs to go around, but "if education could be regarded not as a step ladder to a few special vocations, but as the key to the treasure house of life, we should not even have to consider the fatal proposal that higher education be confined to a small and selected class," a decision that would mark the "failure of the American dream" of universal education.
These two incipient instances of the phrase are both, in their different ways, uncannily prophetic; but as a catchphrase, the American dream did not explode into popular culture until the 1931 publication of a book called The Epic of America by James Truslow Adams, which spoke of "the American dream of a better, richer and happier life for all our citizens of every rank, which is the greatest contribution we have made to the thought and welfare of the world. That dream or hope has been present from the start. Ever since we became an independent nation, each generation has seen an uprising of ordinary Americans to save that dream from the forces that appear to be overwhelming it."
In the early years of the great depression Adams's book sparked a great national debate about the promise of America as a place that fosters "the genuine worth of each man or woman", whose efforts should be restricted by "no barriers beyond their own natures". Two years later, a New York Times article noted: "Get-rich-quick and gambling was the bane of our life before the smash"; they were also what caused the "smash" itself in 1929. By 1933, Adams was writing in the New York Times of the way the American dream had been hijacked: "Throughout our history, the pure gold of this vision has been heavily alloyed with the dross of materialistic aims. Not only did the wage scales and our standard of living seem to promise riches to the poor immigrant, but the extent and natural wealth of the continent awaiting exploitation offered to Americans of the older stocks such opportunities for rapid fortunes that the making of money and the enjoying of what money could buy too often became our ideal of a full and satisfying life. The struggle of each against all for the dazzling prizes destroyed in some measure both our private ideals and our sense of social obligation." As the Depression deepened, books such as Who Owns America? A New Declaration of Independence were arguing that "monopoly capitalism is morally ugly as well as economically unsound," that in America "the large majority should be able – in accordance with the tenets of the 'American dream' … to count on living in an atmosphere of equality, in a world which puts relatively few barriers between man and man." Part of the problem, however, was that the dream itself was being destroyed by "the friends of big business, who dishonour the dream by saying that it has been realised" already.
The phrase the American dream was first invented, in other words, to describe a failure, not a promise: or rather, a broken promise, a dream that was continually faltering beneath the rampant monopoly capitalism that set each struggling against all; and it is no coincidence that it was first popularised during the early years of the great depression. The impending failure had been clear to Fitzgerald by the time he finished Gatsby – and the fact that in 1925 most Americans were still recklessly chasing the dream had a great deal to do with the initial commercial and critical failure of The Great Gatsby, which would not be hailed as a masterpiece until the 50s, once hindsight had revealed its prophetic truth.
by Sarah Churchwell, The Guardian | Read more:
Photograph: Courtesy Everett Collection/Rex Features
