tide and KOTV historical context Flashcards
gender norms 1950s-60s
- after the war, people in mainstream western society wanted to return to traditional values and gender roles, so a lot of the independence women had during the war was abandoned
- the cold war, fears of nuclear weapons, and the fragmenting british empire made the uneasy peole yearn for a sense of stability
what was family life like in the 1950s?
- there was a post-war economic boom in America which led to a thriving consumer culture wherein identity became linked to material goods. (including gender, hence the tide advertisement)
- suburbs were developed outside cities which had spacious estates of modern housing, as well as electrical appliances. women were encouraged to stay in these perfect homes
- teenagers began to rebel becuase they were encouraged by emerging advertising and pop music industries, and they felt that these values were old fashioned.
- hence, the home became a battleground between younger and older generations, traditional vs progressive ideas (this happened in the workplace too later)
how did the values change during the 1960s?
- the liberal teenagers began to reach adulthood, which caused American society to change radically
- the values of the older generation were challenged by anti-vietnam war protests, civil rights and the second wave of feminism
- this wave of feminism criticised traditional ideas about femininity and male power structures that constructed them, they wanted legal changes to empower women (liberal feminism)
- The Women’s Liberation movement encouraged women to reclaim their sexuality, magazines capitalised on this empowerment
- however, many came out having lives that still conformed to traditional gender roles, which lead to mainstream culture portraying the sexual revolution as an attack on traditional american family life.
key dates for women’s rights: I Love Lucy (first female-led sitcom)
1951
key dates for women’s rights: Queen Elizabeth II crowned
1952
key dates for women’s rights: first female judge in the UK
1956
key dates for women’s rights: ITV broadcast ‘south’, the first ever gay drama in the UK
1959
key dates for women’s rights: Birth control pills introduced in Britain and America
1961
key dates: Doctor Who was first broadcast
1963
key dates for women’s rights: Betty Friedan publishes ‘the feminine mystique’, which identifies women’s dissatisfaction with domestic life
1963
key dates for women’s rights: Mary Quant designs the first mini skirt, Cosmopolitan was first published in the USA
1965
key dates for women’s rights: Friedan starts the National Organisation for Women, campaigning legal rights and female autonomy
1966
key dates for women’s rights: numerous court cases in US rule against gender discrimination in workplaces from heavy industries to government
1965-69
key dates for women’s rights: Indira Ghandi becomes prime minister of India
1966
key dates for women’s rights: Sexual Offences Act decriminalises gay sex between consenting male (21+) adults
1967
key dates: first manned mission to the moon
1969
McCarthy ‘witch hunts’ date and impact on audience’s values and beliefs
fear of leftist ideology is spread, particularly communism
1950s
Rosa Parks, date and impact on audience’s values and beliefs
1950s
raising awareness of systematic racism
Korean War, date and impact on audience’s values and beliefs
1950-1953
widespread bitternes towards NK as western society was on the side of SK
Sputnik: date and impact on audience’s values and beliefs
1957
first artificial earth satellite, makes audiences believe we are in a futuristic and modern era
‘baby boom’ date and impact on audience’s values and beliefs
1950
audiences encouraged to have children believe the increase is prosperous after war, more housewives needed too, which causes an increase in traditional values
cuban missile crisis date and impact on audience’s values and beliefs
1962
contributes to existing fear of new warfare and conflict between the west and foreign countries, inhibits an already existing return to our ethnocentric western traditional values
assassination of JFK date and impact on audience’s values and beliefs
1963
fear of the peace being destroyed by conflict, lots of conspiracies and different people blamed, worsening stereotypes against groups
civil rights act date and impact on audience’s values and beliefs
1964
people may feel acknowleged in their sturggles and know that society is changing for the better
people know that discrimination is wrong once recognised by authorities
space race date and impact on audience’s values and beliefs
1955-75
hatred of soviet union, patriotism for america (brings along with it traditional ideals)
leads to dislike for communism and belief that the US and their ways are superior
Chicago riots date and impact on audience’s values and beliefs
1968
people realise there is a hatred for black people within society and inequality due to their clashes with the authority who have treated them unfairly
fear that peace is being threatened
flower power date and impact on audience’s values and beliefs
1960s-70s
the belief that war is wrong and we should have peace and live in a fair society- this would promote more progressive values because it warrants equality for all
motown date and impact on audience’s values and beliefs
1960s
more exposure for black artists and an appreciation for their expression (great value placed by this record label on black talent)
woodstock
1969
message of unity and peace spread despite the scale of the festival, more people may see and understand this vision
