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Mothers and Work in Popular American Magazines (Hardcover, New)
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Mothers and Work in Popular American Magazines (Hardcover, New)
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Drawing on articles appearing in popular women's magazines from
1950 to 1989, this study documents changes in justifications of
gender-based divisions of labor in the home and workplace. The
study details the types of rationalizations that have been used to
reconcile one new familial arrangement--two-parent workers with
traditional gender values that promote men as breadwinners/fathers
and women as housewives/mothers. The study reveals that changes
have taken place only within the context of being a "good mother."
A serious analysis of women's burden of being both breadwinner and
homemaker, therefore, has not occurred. Women's magazines serve as
moral guides for their readers, providing justifications for both
working and nonworking readers. They rely heavily on "experts" to
provide personal direction to their readers. This work is in the
same vein as Susan Faludi's Backlash, which examines the use of the
media in the control of gender ideologies.
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