Selling women's history: packaging feminism in twentieth-century American popular culture
"Only in recent decades has the American academic profession taken women's history seriously. But the very concept of women's history has a much longer past, one that's intimately entwined with the development of American advertising and consumer culture.Selling Women's Hist...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New Brunswick, New Jersey ; London
Rutgers University Press
[2017]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Zusammenfassung: | "Only in recent decades has the American academic profession taken women's history seriously. But the very concept of women's history has a much longer past, one that's intimately entwined with the development of American advertising and consumer culture.Selling Women's History reveals how, from the 1900s to the 1970s, popular culture helped teach Americans about the accomplishments of their foremothers, promoting an awareness of women's wide-ranging capabilities. On one hand, Emily Westkaemper examines how this was a marketing ploy, as Madison Avenue co-opted women's history to sell everything from Betsy Ross Red lipstick to Virginia Slims cigarettes. But she also shows how pioneering adwomen and female historians used consumer culture to publicize histories that were ignored elsewhere. Their feminist work challenged sexist assumptions about women's subordinate roles.Assessing a dazzling array of media, including soap operas, advertisements, films, magazines, calendars, and greeting cards, Selling Women's History offers a new perspective on how early- and mid-twentieth-century women saw themselves. Rather than presuming a drought of female agency between the first and second waves of American feminism, it reveals the subtle messages about women's empowerment that flooded the marketplace"... "Long before American feminists of the 1960s and the 1970s persuaded universities and the public to treat "women's history" as a valid subject for serious study, popular culture dramatized women's pasts. Sentimentalized visions of eighteenth- and nineteenth-century domestic life saturated the twentieth-century consumer culture landscape. Advertisements lobbied housewives to select "Betsy Ross Red" lipstick, and muffin mix containing "Early American flour." Women's magazines, radio broadcasts, and comic books featured historical biographies of famous and forgotten women, including entrepreneurs, activists, educators, and wives of notable men. Selling Women's History provides the first analysis of these diverse messages about women's histories. As twentieth-century American women assumed new social, political, and economic roles, many historical narratives emphasized continuity, sentimentalizing historical figures like Martha Washington as models for the present. Yet women advertisers, script writers, historians, and consumers responded, constructing more dynamic narratives to promote feminism. This work prefigured the subject matter and analytical approach of academic historians of gender, tracking changes in the expectations for women's behavior over time to demonstrate that society rather than biology had limited women. Advertising women's professional societies, established to expand women's employment opportunities, promoted new facets of such familiar icons as the patriotic Colonial Dame and the Quaker Maid, destabilizing the assertion of feminine domesticity made in advertisements themselves"... |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xiv, 257 Seiten Illustrationen |
| ISBN: | 9780813576336 9780813576329 |
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| adam_text |
SELLING WOMEN'S HISTORY
/ WESTKAEMPER, EMILYYYD1979-YYEAUTHOR
: 2017
TABLE OF CONTENTS / INHALTSVERZEICHNIS
ACKNOWLEDGMENTS
ABBREVIATIONS
INTRODUCTION
1MARTHA WASHINGTON (WOULD HAVE) SHOPPED HERE: WOMEN'S HISTORY IN
MAGAZINES AND EPHEMERA, 1910-1935
2"THE QUAKER GIRL TURNS MODERN": HOW ADWOMEN PROMOTED HISTORY, 1910-1940
3BROADCASTING YESTERYEAR: WOMEN'S HISTORY ON COMMERCIAL RADIO, 1930-1945
4GALLANT AMERICAN WOMEN: FEMINIST HISTORIANS AND THE MASS MEDIA,
1935-1950
5"BETSY ROSS RED" LIPSTICK: 1940S PRODUCTS AS INSPIRATIONS AND ARTIFACTS
6"YOU'VE COME A LONG WAY, BABY": WOMEN'S HISTORY IN CONSUMER CULTURE
FROM WORLD WAR II TO WOMEN'S LIBERATION
EPILOGUE
NOTESINDEX
DIESES SCHRIFTSTCK WURDE MASCHINELL ERZEUGT.
Titel: Selling women's history
Autor: Westkaemper, Emily
Jahr: 2017
CONTENTS
Acknowledgments ix
Abbreviations xi
Introduction 1
Martha Washington (Would Have) Shopped
Here: Women's History in Magazines and
Ephemera, 1910-1935 18
"The Quaker Girl Turns Modern": How
Adwomen Promoted History, 1910-1940 50
Broadcasting Yesteryear: Women's History
on Commercial Radio, 1930-1945 77
Gallant American Women: Feminist
Historians and the Mass Media, 1935-1950 94
Betsy Ross Red Lipstick: Products as
Artifacts and Inspiration, 1940-1950 127
"You've Come a Long Way, Baby": Women's
History in Consumer Culture from
World War II to Women's Liberation 162
Epilogue 194
Notes 199
Index 247 |
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| owner_facet | DE-12 DE-188 |
| physical | xiv, 257 Seiten Illustrationen |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Rutgers University Press |
| record_format | marc |
| spelling | Westkaemper, Emily 1979- Verfasser (DE-588)1125048328 aut Selling women's history packaging feminism in twentieth-century American popular culture Emily Westkaemper New Brunswick, New Jersey ; London Rutgers University Press [2017] xiv, 257 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Only in recent decades has the American academic profession taken women's history seriously. But the very concept of women's history has a much longer past, one that's intimately entwined with the development of American advertising and consumer culture.Selling Women's History reveals how, from the 1900s to the 1970s, popular culture helped teach Americans about the accomplishments of their foremothers, promoting an awareness of women's wide-ranging capabilities. On one hand, Emily Westkaemper examines how this was a marketing ploy, as Madison Avenue co-opted women's history to sell everything from Betsy Ross Red lipstick to Virginia Slims cigarettes. But she also shows how pioneering adwomen and female historians used consumer culture to publicize histories that were ignored elsewhere. Their feminist work challenged sexist assumptions about women's subordinate roles.Assessing a dazzling array of media, including soap operas, advertisements, films, magazines, calendars, and greeting cards, Selling Women's History offers a new perspective on how early- and mid-twentieth-century women saw themselves. Rather than presuming a drought of female agency between the first and second waves of American feminism, it reveals the subtle messages about women's empowerment that flooded the marketplace"... "Long before American feminists of the 1960s and the 1970s persuaded universities and the public to treat "women's history" as a valid subject for serious study, popular culture dramatized women's pasts. Sentimentalized visions of eighteenth- and nineteenth-century domestic life saturated the twentieth-century consumer culture landscape. Advertisements lobbied housewives to select "Betsy Ross Red" lipstick, and muffin mix containing "Early American flour." Women's magazines, radio broadcasts, and comic books featured historical biographies of famous and forgotten women, including entrepreneurs, activists, educators, and wives of notable men. Selling Women's History provides the first analysis of these diverse messages about women's histories. As twentieth-century American women assumed new social, political, and economic roles, many historical narratives emphasized continuity, sentimentalizing historical figures like Martha Washington as models for the present. Yet women advertisers, script writers, historians, and consumers responded, constructing more dynamic narratives to promote feminism. This work prefigured the subject matter and analytical approach of academic historians of gender, tracking changes in the expectations for women's behavior over time to demonstrate that society rather than biology had limited women. Advertising women's professional societies, established to expand women's employment opportunities, promoted new facets of such familiar icons as the patriotic Colonial Dame and the Quaker Maid, destabilizing the assertion of feminine domesticity made in advertisements themselves"... Geschichte 1900-1970 gnd rswk-swf SOCIAL SCIENCE / Women's Studies bisacsh ART / Popular Culture bisacsh SOCIAL SCIENCE / Popular Culture bisacsh DESIGN / Graphic Arts / Advertising bisacsh HISTORY / United States / General bisacsh Frau Geschichte Women in popular culture United States History History in popular culture United States History Women in advertising United States History History in advertising United States History Women United States History Feminism United States History SOCIAL SCIENCE / Women's Studies ART / Popular Culture SOCIAL SCIENCE / Popular Culture DESIGN / Graphic Arts / Advertising HISTORY / United States / General Popkultur (DE-588)4175361-6 gnd rswk-swf Feminismus (DE-588)4222126-2 gnd rswk-swf Kommerzialisierung (DE-588)4127776-4 gnd rswk-swf Frau (DE-588)4018202-2 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf USA (DE-588)4078704-7 g Frau (DE-588)4018202-2 s Feminismus (DE-588)4222126-2 s Popkultur (DE-588)4175361-6 s Kommerzialisierung (DE-588)4127776-4 s Geschichte 1900-1970 z DE-604 Erscheint auch als Online-Ausgabe, e-book (epub) 978-0-8135-7634-3 LoC Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029412321&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029412321&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Westkaemper, Emily 1979- Selling women's history packaging feminism in twentieth-century American popular culture SOCIAL SCIENCE / Women's Studies bisacsh ART / Popular Culture bisacsh SOCIAL SCIENCE / Popular Culture bisacsh DESIGN / Graphic Arts / Advertising bisacsh HISTORY / United States / General bisacsh Frau Geschichte Women in popular culture United States History History in popular culture United States History Women in advertising United States History History in advertising United States History Women United States History Feminism United States History SOCIAL SCIENCE / Women's Studies ART / Popular Culture SOCIAL SCIENCE / Popular Culture DESIGN / Graphic Arts / Advertising HISTORY / United States / General Popkultur (DE-588)4175361-6 gnd Feminismus (DE-588)4222126-2 gnd Kommerzialisierung (DE-588)4127776-4 gnd Frau (DE-588)4018202-2 gnd |
| subject_GND | (DE-588)4175361-6 (DE-588)4222126-2 (DE-588)4127776-4 (DE-588)4018202-2 (DE-588)4078704-7 |
| title | Selling women's history packaging feminism in twentieth-century American popular culture |
| title_auth | Selling women's history packaging feminism in twentieth-century American popular culture |
| title_exact_search | Selling women's history packaging feminism in twentieth-century American popular culture |
| title_full | Selling women's history packaging feminism in twentieth-century American popular culture Emily Westkaemper |
| title_fullStr | Selling women's history packaging feminism in twentieth-century American popular culture Emily Westkaemper |
| title_full_unstemmed | Selling women's history packaging feminism in twentieth-century American popular culture Emily Westkaemper |
| title_short | Selling women's history |
| title_sort | selling women s history packaging feminism in twentieth century american popular culture |
| title_sub | packaging feminism in twentieth-century American popular culture |
| topic | SOCIAL SCIENCE / Women's Studies bisacsh ART / Popular Culture bisacsh SOCIAL SCIENCE / Popular Culture bisacsh DESIGN / Graphic Arts / Advertising bisacsh HISTORY / United States / General bisacsh Frau Geschichte Women in popular culture United States History History in popular culture United States History Women in advertising United States History History in advertising United States History Women United States History Feminism United States History SOCIAL SCIENCE / Women's Studies ART / Popular Culture SOCIAL SCIENCE / Popular Culture DESIGN / Graphic Arts / Advertising HISTORY / United States / General Popkultur (DE-588)4175361-6 gnd Feminismus (DE-588)4222126-2 gnd Kommerzialisierung (DE-588)4127776-4 gnd Frau (DE-588)4018202-2 gnd |
| topic_facet | SOCIAL SCIENCE / Women's Studies ART / Popular Culture SOCIAL SCIENCE / Popular Culture DESIGN / Graphic Arts / Advertising HISTORY / United States / General Frau Geschichte Women in popular culture United States History History in popular culture United States History Women in advertising United States History History in advertising United States History Women United States History Feminism United States History Popkultur Feminismus Kommerzialisierung USA |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029412321&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029412321&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT westkaemperemily sellingwomenshistorypackagingfeminismintwentiethcenturyamericanpopularculture |
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Inhaltsverzeichnis