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The American Dream is a national ethos of the United States, the set of ideals (democracy, rights, liberty, opportunity, and equality) in which freedom includes the opportunity for prosperity and success, as well as an upward social mobility for the family and children, achieved through hard work in a society with few barriers.
- The term "American Dream" was coined by James Truslow Adams in 1931, saying that "life should be better and richer and fuller for everyone, with opportunity for each according to ability or achievement" regardless of social class or circumstances of birth.
- The Declaration of Independence, which states that "all men are created equal" and have the right to "life, liberty, and the pursuit of happiness," is the foundation of the American Dream. In the Preamble of the Constitution, such freedom is encouraged in order to "protect the blessings of liberty to ourselves and our posterity."
- Own by (1999) identifies four American Dreams that the new consumer culture addressed. The first was the "Dream of Abundance" offering a cornucopia of material goods to all Americans, making them proud to be the richest society on earth. The second was the "Dream of a Democracy of Goods" whereby everyone had access to the same products regardless of race, gender, ethnicity, or class, thereby challenging the aristocratic norms of the rest of the world whereby only the rich or well-connected are granted access to luxury. People were able to create their own unique way of life thanks to the "Dream of Freedom of Choice" and its constantly growing selection of goods.
- Finally, the "Dream of Novelty", in which ever-changing fashions, new models, and unexpected new products broadened the consumer experience in terms of purchasing skills and awareness of the market, and challenged the conservatism of traditional society and culture, and even politics. Own by acknowledges that the dreams of the new consumer culture radiated out from the major cities, but notes that they quickly penetrated the most rural and most isolated areas, such as rural Mississippi.
- With the arrival of the model T after 1910, consumers in rural America were no longer locked into local general stores with their limited merchandise and high prices in comparison to shops in towns and cities. Own by demonstrates that poor black Mississippians shared in the new consumer culture, both inside Mississippi, and it motivated the more ambitious to move to Memphis or Chicago.
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