Women's Liberation in the 1920's: Myth or Reality?
The decade following World War I proved to be the most explosive decade of the century. America emerged as a world power, the 19th amendment was ratified, and the expansion of capitalism welcomed the emergence of consumerism. The consumer era was established, which generated new spending opportunities for most Americans in the 1920’s. From the latest fashions to the world of politics, ideologies collided to construct a society based on contradicting principles. These powerful ideologies infected men and women of all classes with an inescapable desire for material possessions; however this ideological tug-of war affected women the most. Although legally declared citizens, society’s assumption of motherhood and domesticity, being the only professions for women, still remained supreme in the country that supposedly promoted equal opportunity.
New sex role stereotypes appeared throughout society and women became identified with the consumer culture for they were "major purchasers of products" and "constituted a crucial underpinning of the economy" (Dumenil 144). No group was more responsive to this than the advertising industry, which introduced new images while reinforcing traditional stereotypes. As speculation on women’s rights grew tiresome after suffrage had been won, women separated in search of their own individuality; however a woman’s identity was based on the sex-role stereotypes advertisements continuously portrayed which in turn transformed cultural expectations and thwarted women’s autonomy.
The emergence of consumerism allowed advertisements to be viewed worldwide. "Across the nation, women in cities, towns and farms paged through issues of mass-circulation...
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In Daily Life in the United States, 1920-1939: Decades of Promise and Pain, author David E. Kyvig, creates historical account of the Great Depression, and the events leading up to it. Kyvig’s goal in writing this book was to show how Americans had to change their daily life in order to cope with the changing times. Kyvig utilizes historical evidence and inferences from these events and developments to strengthen his point. The book is organized chronologically, recounting events and their effects on American culture. Each chapter of the book tackles a various point in American history between 1920 and1939 and events are used to comment on American life at the time. While Kyvig does not exactly have a “thesis” per se, his main point is to examine American life under a microscope, seeing how people either reacted, or were forced to react due to a wide range of specific events or developments in history, be it Prohibition, the KKK, or women’s suffrage.
This phenomenon suggests that all women are required to remain loyal wives and stay at home mothers who aspire to achieve perfection. In “Mirrors of Masculinity: Representation and Identity in Advertising Images,” Jonathon E. Schroeder and Detlev Zwick claim that “highly abstract connections are made between the models, a lifestyle, and the brand” resulting in a need to associate these products with a specific way of living (25). Instead of simply displaying these luxurious bracelets and handbags, the ad creates an elegant environment through the incorporation of sophisticated items. The women are dressed elegantly in dresses and blouses, adding a conservative element to the ad. The ad presents a rather stereotypical image of the very successful heads-of-household type mothers who have brunch with other elite women in an exclusive circle. Everything from the merchandise they sport to the champagne glasses down to the neatly manicured fingernails provides insight into the class of women presented in this ad. The body language of the women strips the image of the reality element and instead appears to be staged or frozen in time. This directly contributes to the concept of the gendered American dream that urges women to put up a picture-perfect image for the world to see. Instead of embracing individual struggle and realities, the American dream encourages women to live out a fabricated
As early as the nineteen fifties women were identified and targeted as a market. In a consumer culture the most important things are consumers. Advertisers convinced homemakers that in order to be a “good” wife and mother you must have their products and appliances to keep a clean and perfect home. The irony of this ploy is that consumers must have money to buy, and so trying to improve their quality as homemakers, off into the workforce women went. This paradox left women ...
Women’s role in society changed quite a bit during WWI and throughout the 1920s. During the 1910s women were very short or liberty and equality, life was like an endless rulebook. Women were expected to behave modestly and wear long dresses. Long hair was obligatory, however it always had to be up. It was unacceptable for them to smoke and they were expected to always be accompanied by an older woman or a married woman when outing. Women were usually employed with jobs that were usually associated with their genders, such as servants, seamstresses, secretaries and nursing. However during the war, women started becoming employed in different types of jobs such as factory work, replacing the men who had gone to fight in the war in Europe. In the late 1910s The National American Woman Suffrage Association (NAWSA) had been fighting for decades to get the vote for women. As women had contributed so much to the war effort, it was difficult to refuse their demands for political equality. As a result, the Nineteenth Amendment to the constitution became law in 19...
After World War I America became the world’s center for trade. The economic center of the world moved from London, England to New York City, New York, United States of America, and more specifically Wall Street (Buhle, Mari J, Czitzrom, Armitage 848). Due to women, the 1920’s marked economic and social change in America. Women took over men’s jobs during the war while their husbands were overseas, and once the men came home the women wanted to keep their positions. To show gratitude to these women Congress passed the 19th Amendment on August 18th, 1920 which prohibited any United States citizen from having the right to vote based on sex. This change in women’s social status led to more workers in the factories, which were usi...
They did this by having the woman on posters look happy being a housewife. The women in these posters, advertisements, and political cartoons would usually have an apron on in the kitchen or with a rolling pin in her hand and exuberant. In the late 1900’s Martha Stewart started her magazine line, which was aimed primarily at the women population. Martha Stewart made sewing, arts, and other household activities popular once again. These prints are exposed to all ages, so the conditioning of gender roles starts young. Tineke M. Willemsen, who is a social psychologist from Leiden University, did an analysis to see if the gender stereotypes for the Netherlands, the U.S., and other Western Countries, which is women are emotional and men are rational, was more of a conditioning from the magazines or an observation the magazines picked up from statistics. Based off of Tineke Willemsen’s work, one can easily conclude that the Netherlands’ and the United States’ both have particular magazines to aim at specific sexes, and most of the magazines are aimed at female. The main magazine Willemsen analyzed was Teen magazine, which is a magazine aimed at the younger women of the population
Betty Friedan is the author of the famous book, which credited the beginning of a second –wave feminism in the United States. Friedan’s book begins with describing “the problem that has no name” to women who had everything, but were unhappy, depress and felt like they had nothing. Women are expected to be happy by buying things, a new refrigerator, house, best-selling coffee, having the right make-up, clothes and shoes, this is what the Feminine Mystique symbolized. Something that women wanted but can never have. Furthermore, society in present day is full of advertisements everywhere we go in TV, books and on the radio. The young generation as well as adults get trap in a fantasy world full of perfection. Women always want to have a thin waist, the most expensive make-up and purses, it’s all based on stereotypes. In her book, Friedan mentions that the average age of marriage was decreasing compared to increasing birthrate of women. Moreover, Friedan has been nit-pick at for focusing on the middle-class women and for prejudice against
Research can be quantitative and qualitative. Quantitative research is objective and involves measuring the phenomena under investigation. Qualitative research is subjective, explores experiences and feelings, and involves the recording of phenomena that cannot easily be quantified (Toates, 2010, pp. 5-6). Both are empirical since they involve data collection (OU, n.d.).
French, Katherine L., and Allyson M. Poska. Women and Gender in the Western past. Boston, MA: Houghton Mifflin, 2007. Print.
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