Transcript of Lauren Gancarz. 1950s Familial Structure: breadwinners and housewives – the “traditional”...
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- Lauren Gancarz
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- 1950s Familial Structure: breadwinners and housewives the
traditional family Images of women: feminine dresses and hairdos
1970s Civil rights and womens movements Advertisers recognize need
to shift gender portrayals The Mary Tyler Moore Show; An Unmarried
Woman; Maude; Norma and Rae 1980s Films continue to mimic social
changes: Mr. Mom Early 21 st Century Advertisers creating
confusion
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- Complex and continuously changing Learn norms and expectations
through media observation Insight into dominant and changing values
Constant exposure leads to internalization Media images shift to
show more women in workplace and fathers in domestic roles
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- Men more involved in home life Spending almost twice the amount
of time caring for and engaged in activities with their kids 6 in
10 believe they hold decision-making power (household items) More
appealing to both genders Idealistic superwoman image Household and
professional duties Creates confusion that standard is
unobtainable
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- Shift depicts women in workplace and men in household Struggle
for women has been created Superwoman ideal Shift led to confusion
of real identity Fatherhood comes easy for men Appears natural
Happy and easy scenes
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