000			05277cam a2200433Ii 4500
001			ocn965828519
003			OCoLC
005			20240726105034.0
008			161213s2017 nju ob s001 0 eng d
040			_aNT _beng _erda _epn _cNT _dNT
020			_a9780813576343 _q((electronic)l(electronic)ctronic)
043			_an-us---
050	0	4	_aHQ1410 _b.S455 2017
049			_aMAIN
100	1		_aWestkaemper, Emily, _d1979- _e1
245	1	0	_aSelling women's history : _bpackaging feminism in twentieth-century American popular culture / _cEmily Westkaemper.
260			_aNew Brunswick, New Jersey : _bRutgers University Press, _c(c)2017.
300			_a1 online resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
520	0		_a"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"-- _cProvided by publisher.
520	0		_a"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"-- _cProvided by publisher.
504			_a2
505	0	0	_aMachine generated contents note: Acknowledgments -- _tAbbreviations -- _tIntroduction -- _t1Martha Washington (Would Have) Shopped Here: Women's History in Magazines and Ephemera, 1910-1935 -- _t2"The Quaker Girl Turns Modern": How Adwomen Promoted History, 1910-1940 -- _t3Broadcasting Yesteryear: Women's History on Commercial Radio, 1930-1945 -- _t4Gallant American Women: Feminist Historians and the Mass Media, 1935-1950 -- _t5"Betsy Ross Red" Lipstick: 1940s Products as Inspirations and Artifacts -- _t6"You've Come a Long Way, Baby": Women's History in Consumer Culture from World War II to Women's Liberation -- _tEpilogue -- _tNotesIndex.
530			_a2 _ub
650		0	_aWomen in popular culture _zUnited States _xHistory.
650		0	_aHistory in popular culture _zUnited States _xHistory.
650		0	_aWomen in advertising _zUnited States _xHistory.
650		0	_aHistory in advertising _zUnited States _xHistory.
650		0	_aWomen _zUnited States _xHistory.
650		0	_aFeminism _zUnited States _xHistory.
655		1	_aElectronic Books.
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1434002&site=eds-live&custid=s3260518 _zClick to access digital title | log in using your CIU ID number and my.ciu.edu password
942			_cOB _D _eEB _hHQ _m2017 _QOL _R _x _8NFIC _2LOC
994			_a92 _bNT
999			_c86885 _d86885
902			_a1 _bCynthia Snell _c1 _dCynthia Snell