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Selling women's history : packaging feminism in twentieth-century American popular culture / Emily Westkaemper.
Author
Westkaemper, Emily, 1979-
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Format
Book
Language
English
Published/Created
New Brunswick, New Jersey : Rutgers University Press, [2017]
Description
xiv, 257 pages : illustrations ; 24 cm
Availability
Available Online
JSTOR DDA
Copies in the Library
Location
Call Number
Status
Location Service
Notes
Firestone Library - Stacks
HQ1410 .W47 2017
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Details
Subject(s)
Women in popular culture
—
United States
—
History
[Browse]
History in popular culture
—
United States
—
History
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Women in advertising
—
United States
—
History
[Browse]
History in advertising
—
United States
—
History
[Browse]
Women
—
United States
—
History
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Feminism
—
United States
—
History
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Summary note
"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"-- Provided by publisher.
Bibliographic references
Includes bibliographical references and index.
Contents
Acknowledgments
Abbreviations
Introduction
Martha Washington (would have) shopped here : women's history in magazines and ephemera, 1910-1935
"The Quaker girl turns modern" : how adwomen promoted history, 1910-1940
Broadcasting yesteryear : women's history on commercial radio, 1930-1945
Gallant American women : feminist historians and the mass media, 1935-1950
Betsy Ross red lipstick : products as artifacts and inspiration, 1940-1950
"You've come a long way, baby": women's history in consumer culture from World War II to Women's Liberation
Epilogue
Notes
Index.
Show 9 more Contents items
ISBN
9780813576336 ((hardcover))
0813576334 ((hardcover))
9780813576329 ((paperback))
0813576326 ((paperback))
0813576342
9780813576343
LCCN
2016015514
OCLC
950751097
Statement on language in description
Princeton University Library aims to describe library materials in a manner that is respectful to the individuals and communities who create, use, and are represented in the collections we manage.
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Selling women's history : packaging feminism in twentieth-century American popular culture / Emily Westkaemper.
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