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Women In Consumer Culture 1945-1970
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15 pages in length. After World War II, business attempted to create a predictable market out of growing families. Capitalizing on the Post-War ideology of breadwinning fathers, the new ways in which children were being viewed and raised, and the notions of women as stay at home mothers, the new market focused on women as the primary consumers and promoted the 'Cult of Domesticity' in order to sell their products. However, this promotion required a certain number of women to enter the professional sphere in order to sell and teach women the task of making home and the science of consumption. Here, women garnered new skills that otherwise would have been foregone in the self-sufficient rural family. Suburbanization slowed the pace of progress that would have taken place in urban centers. Nevertheless, professionalizing home economics and consumer science helped the very women it was teaching to stay home to enter the public sphere and traditionally male domains. Not only did the stereotypes propogated by professionalizing consumer culture serve as a basis for backlash against stereotypical female roles, but it also taught women viable skills to enter the workforce - through the backdoor - ergo, creating a new feminist consumer market along the way. Bibliography lists 17 sources.
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Pages:
15
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Filename:LM1_TLCWmnCC.rtf |
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Paper Title:
Women In Consumer Culture 1945-1970
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