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The black civil rights movement in the United States has gone down in history as an example of a heroic struggle against flagrant injustice. Indeed, people who opposed racial segregation were not brave enough, and many of them, including Martin Luther King, paid their lives for their beliefs. However, the success of the movement was due not only to the personal qualities of fighters for equality, but also to purely economic reasons. Moreover, when the demands of black Americans went beyond economic feasibility, the Black movement began to suffer defeat and significantly weakened. It all started with the fact that yesterday's slaves were given freedom and immediately were subjected to depriving it..
In December 2016, the 60th anniversary of the victory of the Montgomery transport company boycott, from which the Black Civil Rights Movement began, was celebrated. Later it led to the abolition of the segregation system based on the laws of Jim Crow. In the city of Montgomery, Alabama, black residents (about 50,000 people) entered a massive targeted struggle, overcoming the hatred of racists and the hostility of local authorities.
The system that developed in the South was contrary to the main principle of a growing consumer society, according to which the consumer should be happy when he makes a purchase, when he goes into a store, when he gets in a new car. But in the context of segregation of a black consumer, it was as if they deliberately made him hate a store, a product, a manufacturer, a seller, and a country in which his human dignity was humiliated daily.
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