Social Values Flashcards
Social issue for (Leave it to Beaver)
Women’s role in the home.
Representations of June Cleaver (Leave it to Beaver)
Beautiful, well-manicured woman
Dominant social value for Leave it to Beaver
DSV: Women are expected to be beautiful and take care of their appearance.
E.g:
June mentions going to the beauty parlour several times during the episode.
Evidence:
In 1968, 100 women protested the Miss America Beauty Pageant because it promoted “physical attractiveness” and “charm” as the primary measures of a woman’s worth.
Oppositional social value for Leaver it to Beaver
OSV: The oppositional social value that men and women’s roles were interchangeable.
E.g:
The scene where Ward is doing domestic duties by putting the dishes away.
Evidence:
The 1962 American study “changes in the sex roles attitudes of women” demonstrated that 44.5% of those surveyed agreed that there is some work that is men’s and some that is women’s, and they shouldn’t be doing each other’s.
Social issue for The Flintstones
Women’s role in the workplace and at home.
Representations of the character Wilma Flintstone
Submissive and stay-at-home mother.
Dominant social value for The Flintstones
DSV: Women should stay at home and sort out domestic duties like looking after the children and preparing meals.
E.g:
Wilma holds pebbles in several scenes and prepares her food.
Evidence:
In 1963 America, the President’s Commission on the “Status of Women” issues a report detailing the inequalities in women’s lives compared to men.
Oppositional social value for The Flintstones
OSV: Women could question a man’s decision and doesn’t assume he knows best.
E.g.
Wilma questions Fred’s decision on moving homes on several occasions.
Evidence:
The 1963 American women rights song “You don’t own me” by Lesley Gore becomes a top 10 hit, promoting themes encouraging women to voice their opinion even if it’s different to men.
Emerging social value for The Flintstones
ESV: Women can do a man’s job.
E.g.
Wilma does Fred’s second job of being a janitor when Fred is away doing his first job.
Evidence:
In America 1965, Executive Order 11246 prohibited sex discrimination by government contractors and requires affirmative action plans for hiring women.
Social issue for That Girl
Women’s right in the workplace.
Representations of Ann Marie
Independent woman.
Dominant social value for That Girl
DSV: Women should look attractive.
E.g:
Ann-Marie complains that her chicken suit is “too Disney and not enough Las Vegas”.
Evidence:
In 1968, 100 women protested the Miss America Beauty Pageant because it promotes physical attractiveness and charm as the primary measures of a woman’s worth.
Oppositional social value for That Girl
OSV: Woman could have careers.
E.g:
Ann-Marie’s main focus in the episode is her career and she is not concerned with her father’s protests.
Evidence:
In 1968 America, the “Woman’s Equity Action League” was found.
Emerging social value for That Girl
ESV: Woman could stand up for themselves and their rights.
E.g:
Ann Marie defends herself against the inappropriate behaviour of her employer and criticises him on the car ride home.
Evidence:
In 1960 America, Yale University hosted a major “Woman’s Liberation Conference”.
Social issue for Maude
Abortion
Evidence:
Abortion was being discussed publicly in various contexts. In 1973 America, Roe versus “Wade-the Supreme Court” held that a woman’s right to privacy allowed abortions in the first trimester.
