From Noodles to Nostalgia: The Bizarre History of the 1976 Bicentennial

In which I explore the bonkers true history of the bicentennial

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This has been quite a week. The Supreme Court ruled on presidential immunity just in time for the Fourth of July. 

Source

Now, as I was closing out of every news site on my laptop because things felt too bleak, I checked my email and was served an ad for Old Navy. 

Nothing says Fourth of July like fireworks, Ina Garten’s flag cake, and Old Navy patriotic clothing. 

_theblessedone

A post shared by @_theblessedone

Only one of these things gives me heartburn, and it’s not Ina who I assume can distinguish great cake from false nostalgia or uncomplicated patriotism (she did write nuclear policy, after all). 

Because things feel a little dark these days, I wanted to focus on something truly camp and insane that is in the wheelhouse of Old Navy families and the Fourth of July. Specifically, I want to revisit how absolutely off the rails the celebration of the bicentennial was in 1976. Flagging (pun intended) the trends in that nationwide nostalgia tour should get us prepared for the tone-deaf brand messaging around the fourth, and what I’m sure will be big swings at national storytelling at the Olympics (I will be watching).

First, attempts at a federally-organized bicentennial celebration failed because of Nixon (surprise!). LBJ organized a planning committee in 1966 that was avowedly bipartisan and included the then head of Colonial Williamsburg, writer Ralph Ellison and others to keep the celebration of America from accusations of politics. Then, Nixon came into office, and when the committee tendered their resignations (as is custom) fully expecting them to be rejected, he replaced everyone with cronies and donors. Not great! Surprise, Congress disbanded this group and replaced it with a new organizing committee that then turned commemoration from a federal affair to a state-by-state celebration with loads of private partnerships. Now, in no particular order, here is a list of real things that happened in the name of celebrating America in 1976. 

The kids were not alright 

1. Schoolhouse Rock (my earliest entre to history/civics/math released a series of music videos in 1973 called “America Rock” including the iconic “I’m just a Bill.” 

I had not dropped down on the rest of the videos in this series (because, surprise, they didn’t age well and weren’t rereleased in the ‘90s on ABC Saturday morning tv which is where I saw them). However, I learned from watching the full series that America was founded by white people and we have triumphed because of our inventions (all by white people) like the cotton gin (shown being used by white laborers only) to increase our productivity. In “elbow room,” I learned the Louisiana Purchase helped us all get some “elbow room” (a thing we all need, just ask anyone on a group trip) and spread out into a seemingly empty land. This analysis would be familiar to David McCullough and the cover of his book, but is not in fact, real. (There is also a suffrage song about white ladies getting the vote which may or may not be the inspo for Suffs.) 

People took “If I Could Turn Back Time” as more of a threat than a wish (I’m aware this song didn’t exist yet) 

What exactly were we commemorating in 1976? Hard to say. But sadness and rage over Vietnam, Watergate, the economy, and the ongoing civil rights movements combined to create a moment of what some called “new nostalgia.” A segment of the public (white people) who felt lost in a world that seemed upended by war, cultural changes, and a loss of faith in authority were hungry for things that equated the past with a “simpler time.” The Waltons (1972), American Graffiti (1973), Happy Days (1974), and Little House on the Prairie (1974) all appeared at this moment and that’s no accident (I say this as a person who loves all these things). Even knowing why this nostalgia was so seductive, it’s wild to know how many commemorative events focused on dressing up in colonial garb and reenacting historical activities. My mom’s small town in Rhode Island committed so hard to this bit that men in town received fines for not growing out their sideburns to whatever the accepted historical standard was for the commemoration.

This is my favorite example of historical cosplay as commemoration:

The Bicentennial Wagon Train Pilgrimage to PA (1975-1976). 

FAQ from the official handbook

Imagine traveling by pioneer wagon from the West Coast to Valley Forge, PA where you’re welcomed by the dulcet tones of President Ford talking about America and then you learn you can’t camp there because the jurisdiction of the park is unclear.

This was the journey some Americans took in the name of America, collecting signatures on their Re-dedication scroll along the way. It kind of screams “Is this a country or an MLM?” but I won’t question it!  What was the point of it? I can’t say. I am not a camper myself, so this feels like a punishment. However, I also completely get how the adventure of it all would be exciting, especially for kids. I love this fb group where participants reminisce about the trip and share family photos. So sweet.

Re-dedication Pledge (Source)

This was not the only transportation-based form of commemoration. There was also a freedom train and a tall ships celebration. 

People also recreated Washington crossing the Delaware, the Boston Tea Party (more on that below), and the battle of Lexington and Concord. 

You can’t spell “freedom” without “free enterprise,” or, the merch was merching 

So far, we’ve seen cartoons reimagining the Revolution and basic civics, people traveling via pioneer wagon, and now I want to bring commercials and merch into the space. What did corporations think this was all about? What was vital for us to remember about America in 1976? 

According to Coca-Cola, Americans in colonial garb getting hyped to celebrate our country needed Coke for life, or to quote the singer of this 1976 commercial showing scenes from bicentennial celebrations, “coke is life.” (it was the 70s). 

I love seeing how brands get involved in events that aren’t really about them.

Pez? Okay!

Zippo lighters? Absolutely.

McDonalds? I guess clowns are part of the Revolution (?) I truly can’t make heads or tails of this ad.

Here is some other great merch preserved by the Ford Presidential Library. 

People Protested Commemoration Efforts 

Image Source

Of course, with out-of-pocket capitalism comes pushback. Putting the “demos” in democracy, the People’s Bicentennial Commission organized to protest the commercialization of the bicentennial. In 1973, 10,000 protestors attended their recreation of the Boston Tea Party to call for "environmental protection, racial justice, an end to corporate profiteering, and the impeachment of Richard Nixon." Instead of throwing tea into the harbor, protestors threw oil cans labeled “Gulf Oil” and “Exxon” and later hung an effigy of Nixon. 

The Queen Got Involved (?) in celebrating overthrowing a monarchy 

Nothing has confused me more than the poll that allegedly voted Prince William one of the hottest men in the UK (how many times did he vote?) than learning Queen Elizabeth attended the bicentennial. It’s like inviting your ex to your wedding, like why are you here? And you brought a gift? (She brought a bell made by the same company that cast the liberty bell.) 

President Ford was celebrated or trolled by the Girl Scouts (you decide)

I love when crafty people lean into their skills to commemorate any life event. I made my wedding flowers out of paper (paper hydrangeas to be exact) and I genuinely love seeing how talented people can be with basic household supplies. With that said, I am floored by the power of these Girl Scouts who somehow managed to honor America (?) AND troll President Ford. How did they do this? They presented him with a Declaration of Independence made out of alphabet noodles. This incredible feat, which took 60 hours and 8000 noodles, is definitely the most unique gift offered to President Ford (you can view more here). I just love that these girls used noodles to celebrate a man who could easily be compared to a noodle. What was the thought process? Let’s look around the art room and see what we can throw together? Channelling Betsy Ross or the privations of Valley Forge, it was this or a popsicle stick White House. Maybe it’s a metaphor for the state of the nation at that moment, as tenuous as a wet noodle. Relatable 2024 content. I hope these Girl Scouts are still dining out on this, because I think about this all the time.

“Is this me?” - Ford, maybe (Source)

Last but not least - Rocky (1976) and George Washington Cosplay 

Apollo Creed entering the arena recreating George Washington at Valley Forge, only to quickly transition to Uncle Sam yelling “I want YOU!” is the confused mixed historical metaphor that perfectly reflects the 1976 bicentennial. In an event when no one could decide what era to celebrate (revolution? Pioneers? noodles?) Rocky, and by extension Sylvester Stallone, asked “Why choose?” 

One last thing . . .

Speaking of Philadelphia, I will be in the home of Rocky and Apollo Creed on August 7th for a free book talk at Library Company. To paraphrase Apollo Creed, I want YOU to join me! Register here. 

I have other upcoming book events I’m excited to share more about soon! 

Call Me! (or not!)

I’d love to hear from you! Drop your thoughts in the comments to share with the Landline community, or reply to this email to contact me. You can also find me on Instagram, or email me. I don’t have a dedicated phone line yet (just like in my youth), but maybe someday I’ll achieve Claudia status and get a Landline.

Thanks for reading!

This is a free post for subscribers of Landline. Consider subscribing to the paid plan to get my weekly email of recommendations and links, a podcast episode, and more! You can also help me spread the word by sharing it with a friend who would love it. Thank you for being a friend!