70s

In autumn 2019 the Cosmopolitan featured a headline “Stop fighting it: the ´70s are back”. At least in fashion the 70s are still with us. Platform soles, moon boots, hot pants, all had their first appearance in the 70s. We keep seeing them in fashion shows even 50 years later. In politics, the retreat of the U.S. from Vietnam in 1972, with more than 50.000 killed soldiers from the U.S. and many more Vietnamese persons, is certainly a success of the sizable activists’ peace movement of the 60s. Willy Brandt’s kneeling in Warsaw in front of the heroes monument in honour of the Warsaw ghetto marked the beginning of a reconciliation with Eastern parts of Europe.
The oil crises 1973 and 1979 caused mass unemployment and from the beginning of the 70s “Greenpeace” started its on-site activist approach against nuclear weapons, killing of whales and dumping of toxic waste. The network of independent organisations is contemporaneous to the invention of e-mail between large so-called mainframe computers using the now common address format x@y.z. The feminist movement achieved major successes with a UN resolution to ban discrimination against women. The male dominated aggressive and excessive punk movement occurred almost in parallel. New products like the Polaroid camera for instant photos and prints, video cassette recorder, the chopper bike “Bonanza” as well as the collapsible Maclaren Buggy for children defined a lifestyle around a more mobile society. Plastic furniture, bright colours with uncommon combinations brought with it a more diverse culture. Societies exploded into different lifestyles. Some taking the new Concorde, so-called supersonic speed delta airplane between Paris and New York, whereas others walked around in “wooden clogs” as a kind of folk fashion, watched Kojak the bold police inspector, listened or sang to ABBA tunes, danced like in “Saturday night fever”. In December 1979 Pink Floyd released “The Wall” which became with 23 million sales the top seller of all 70s productions (Champ Hamish p.120). Some of these artists we can still enjoy jumping up and down on stages across the world or being honoured with a Nobel prize in literature like Bruce Springsteen.
The wild 70s are remembered for the sexual revolution, the philosophy of love and peace as well as the continued spirit of the civil rights movements (Particia Massó, 2010). The sexual revolution spurred women’s liberation just as additional exploitation by thriving borderless consumption industry. Sex sells and it sold well. The cinema and print industry cashed in on the new trends and the spreading the new trends. Social relationships became much more unstable, divorce rates increased sharply in the 70s. In response, “surviving the 70s” (DeMott, 1971) a kind of survival guide tried to give advice of how to stem the tide, largely unsuccess for some decades.
Societies continued to explore new forms of life, while some niches of conservative life styles started to shield themselves from these outrageous trends. Vasarely imitating tapestry and design invited new forms of facing your own walls. Where to go on from this liberalisation? More equal rights for all, was a claim, but it took several additional decades to achieve some of the claims. Intersectionality, viewing for example violence as an across gender, social class and ethnicity as an overall mankind issue, became a claim much later only. “All in all, it was just bricks in the wall”, a huge wall it still is. We haven’t climbed it yet.