By Patricia Bradley
Beginning in 1963 with the book of Betty Friedan's The female Mystique and achieving a excessive pitch ten years later with the televised mega-event of the "Battle of the Sexes"-the tennis fit among Billie Jean King and Bobby Riggs-the mass media have been in detail concerned with either the distribution and the knowledge of the feminist message.
This mass media merchandising of the feminist profile, notwithstanding, proved to be a double-edged sword, in accordance with Patricia Bradley, writer of Mass Media and the Shaping of yankee Feminism, 1963-1975. even though thousands of ladies realized approximately feminism in terms of the mass media, damaging stereotypes emerged in a single day. frequently the occasions fixed by way of feminists to capture the media eye crystalized the unfavorable photo. All feminists quickly got here to be portrayed within the pop culture as "bra burners" and "strident women." Such depictions not just demeaned the achievements in their flow but additionally constrained dialogue of feminism to these matters the media thought of priceless, basically equivalent pay for equivalent paintings.
Bradley's e-book examines the media traditions that served to curtail understandings of feminism. reporters, following the craft formulation in their exchange, equated feminism with the weird and the bizarre. Even ladies reporters couldn't triumph over the foundations of "What Makes News." by the point Billie Jean King faced Bobby Riggs at the tennis courtroom, feminism had turn into a commodity to be formed to draw audiences. eventually, in mass media's pursuit of the hot, counter-feminist messages got here to exchange feminism at the information time table and helped set in position the conservative revolution of the Eighties.
Bradley deals perception into how mass media constructs photographs and why such photographs have the type of ongoing power that daunts younger ladies of this day from calling themselves "feminist." the writer additionally asks how public concerns are to be raised whilst those that ask the questions are negatively outlined earlier than the problems may also be mentioned.
Mass Media and the Shaping of yank Feminism, 1963-1975 examines the media's position in growing the pictures of feminism that proceed this day. And it poses the issue of a decision for systematic swap in a mass media that doesn't have a spot for systematic swap in its agenda.
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Additional info for Mass Media and the Shaping of American Feminism, 1963-1975
Other commission and former 32 Mass Media and American Feminism commission members also gravitated to NOW leadership roles (Davis, F. 1991; Zelman 1980). The Commission on the Status of Women had considerable influence on NOW. The prestige of the group’s original members, well known on a regional if not national basis, helped in a media world that sought authority figures. Many of the early NOW leaders from the national or state commissions were familiar with the levers of government and business and were often involved in other women’s activist organizations.
However, I argue that the desire to meet the demands of the postwar generation prompted commercial underwriters of mass media to seek an inclusive audience, which led to some expression of emerging ideas. The commercial base of media was not an iron curtain erected against the postwar feminist impulse; rather, the commercial base allowed for—even demanded—the inclusion of postwar feminism as part of a mix that aimed to please and to please as many as possible. 12 Mass Media and American Feminism other “proofs” of the nonfiction articles, the small but achievable steps presented by the self-help articles, and the epiphanies that routinely climaxed romantic fiction.
Even as she held back important parts of her understanding of women, there was a urgent presence in the book to which readers could only respond. While the book called for personal regeneration rather than systemic change, Friedan nonetheless attacked recognized authorities such as Margaret Mead and media institutions. In its context of half a century ago, cultural icons such as Mead were not attacked in mass media, and Friedan’s chapter on mass media came at a time when their ownership structure and profitability were unrecognized outside of business and radical circles.