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Posts Tagged ‘empowerment’

Welcome back, readers! I’m hosting Feminist Friday again this week. Last week, we talked about the gender segregation of bath products. This week, we’re going to discuss two specific techniques of advertising directed at women consumers. First, we’ll be hopping back into our time machine to look at the “shaming” technique circa 1930-1960, and then we’ll return to the present (mainly 2010-2014)  to look at attempts to use “empowerment” to sell goods to women.

 

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Check out my new post on I’ll Make It Myself about gendering the “new domesticity,” DIY food, and second- and third-wave feminisms.

I'll Make It Myself!

[note: this was edited to update terminology in 2016]

A friend linked a really interesting article from the Washington Post: Emily Matchar‘s “The new domesticity: Fun, empowering or a step back for American women?” (26 Nov. 2011). I know this article is nearly a year old, but it demands contexualization. In this piece, Matchar discusses American women’s new-found passion for cooking, crafting, and DIY projects and her concerns about the relationship between feminism and “domesticity.” To elaborate, she writes,

My grandmother died nearly a decade ago, but I can imagine how puzzled she’d be to behold my generation’s newfound mania for old-fashioned domestic work. Around the country, women my age (I’m 29), the daughters and granddaughters of the post-Betty Friedan feminists, are embracing the very homemaking activities our mothers and grandmothers so eagerly shucked off. We’re heading back to jam-canning and knitting needles, both for fun and for a greater…

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