Final answer:
Sociologist Robin Williams identified individualism as one of the key value orientations in the United States during the second half of the twentieth century, with Americans valuing personal freedom and responsibility over collective values, despite some challenges and contrasts in societal norms.
Step-by-step explanation:
One of the important value orientations in the United States during the second half of the twentieth century, as identified by sociologist Robin Williams, is the emphasis on individualism. This cultural trend is characterized by prioritizing personal freedom and individual responsibility over collective or communal values. Such individualistic ideals often manifest in attitudes towards the role of government, with a notable preference for limited state interference in personal pursuits. This value orientation has been widely reflected in American society through, for example, workplace practices, cultural expressions in literature and television, and Americans' attitudes towards youth and beauty, as evident in the spending on cosmetic products and surgeries striving for a youthful appearance.
Despite the strong emphasis on individualism, the latter part of the century also saw a budding recognition of the importance of diversity and a questioning of whether the American dream necessitated conformity. This was particularly evident in the 1960s, a decade marked by significant social and political change. Nonetheless, challenges in upholding societal values like health, marital monogamy, and diversity have remained apparent, which sometimes contradicts the idealized cultural norms.