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How Have Gender Roles Changed Since 1950
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Whether trying to sell clothes, coffee or food, vintage advertisements in the mid-20th century were often filled with sexism, forcing women into gender roles. Now, however, a Lebanon-based artist has changed the outdated ads: Ali Razkallah.
Rezkallah, a 31-year-old visual artist and photographer, recently gained attention for his photo series “In a Parallel Universe.” In each photo, Rzkalla took a vintage ad and recreated it in its entirety, reversing the gender roles in it.
A ketchup ad that originally said “You mean a woman can open it?” Now features a photo of a male model and says “You mean a man can open it?” Another coffee ad titled “If Your Husband Finds Out,” which shows a man cradling a woman on his lap, is now titled “If Your Wife Finds Out” and shows a woman cradling her husband on his lap.
In an interview with Southwest News Service (SWNS) about “In a Parallel Universe,” Rezkallah explained, “I was visiting my family in New Jersey and I heard my uncle talk about how women are better at cooking, running the kitchen and fulfilled. ‘their feminine duty’.
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“Although I know that not all people like my uncle think this way, I was surprised to learn that some still do,” Rzkalla added.
He also shared with the outlet his hopes for the project as a whole, saying, “I hope that people who are stuck in stereotypical gender roles imposed by patriarchal societies can visually see the cracks in the limitation that these roles lead. project. “
Born in Beirut, Lebanon, Razkallah is also the founder and creative director of Plastic Magazine and Plastic Studios, which opened in 2007. His work has been seen and exhibited internationally and is often focused on art that compares beauty. With topics more off-putting and contradictory.
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Watch: Crash Course: An Influencer Explains How YouTube Ads Work, Her Tips for Making More Money, and How Much She Earns. During the Second World War, women proved that they can do “man’s” work, and do it well. With men leaving to serve in the armed forces and the demand for war material increasing, jobs in industry opened up for women and increased their purchasing power. However, the work of women was encouraged only while the war lasted. After the war ended, federal and civilian policies replaced female workers with men.
After the war, the birth rate increased dramatically. Although many people assume that the baby boom happened because peace and prosperity returned, historian Elained Tyler May.
That the increase in the number of births was far from the return to peace. The previous periods of post-war prosperity, especially the period after the First World War, did not lead to such dramatic increases in marriage and distribution. In the late 1940s and early 1950s, Americans of childbearing age weathered the Depression and a devastating war, and lived under the cloud of possible nuclear war. After studying statistics, personal testimony, and images and language from popular culture, May concluded: “Americans have turned to the family as a bastion of security in an uncertain world…Cold War ideology and domestic renaissance [are] were two sides of the same currency.”
Readers, advertisers, educational films, and television programs, postwar Americans saw female mothers who stayed at home cleaning, cooking, and caring for their children, while male fathers left the house early and returned late every day of the week, taking care of their assigned . Duties like mowing lawns and weekend backyard barbecues. in
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, Ruth Schwartz Cowan wrote that psychiatrists, psychologists, and popular writers of the time were critical of women who wanted to pursue a career, and even women who wanted to have a job, referring to these “poor women” as “losers.” , “suffering from penis envy,” “full of guilt complexes” or simply “hatred of men”.
With the international expansion of the American economy after the war, people’s wages were higher than ever, which is possible, for the first time in the US. . However, the numbers reveal that in the early 1960s there were more married women in the workforce than at any previous time in American history.
The reality of the finances of many middle-class and aspiring middle-class families did not match their dreams. Many families wanted extra income – and required the wife’s income – to have the lifestyle they wanted. However, middle-class women felt pressure from the culture that told them to stay at home. Many also have little desire to work the nine-to-five jobs they are offered. They did not want to be factory workers, secretaries, accountants, or department store salespeople in an increasingly bureaucratic corporate workplace that demanded that home and work life be clearly separated. in
, a best-selling book of the time, William White Jr. wrote that the men of the organization “are those of our middle class who have left home, both mentally and physically, to take the vows of organizational life.” How can a woman reconcile the ideal of female domesticity and the desire to earn money?
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Tupperware’s residential sales offered a solution, providing women with work they could do from their homes—sometimes, for as many hours as they wanted, on flexible schedules that accommodated the needs of their children and the demands of housework. Selling home parties allowed women to do income-generating work that they didn’t have to call “work” but rather “parties.” When they joined the “Tupperware family,” they didn’t have to leave their own families behind. The final salvo in the “back off, liberalism, you’re done” moment has arrived. Now we have to entertain the idea that the next generation wants us to return to the fictional suburb of Stepford, Connecticut, where men have jobs and lives and women shop and keep the house looking nice. This can’t be right, can it?
But, unfortunately, judging by academic reports, there is concrete evidence of a radical shift in attitudes between both genders. Young women are losing faith in equality at the same rate as young men. At this point, fellow liberals may want to take a break to cry in a pot of hemp tea, lovingly brewed by a reasonable partner.
A series of new reports suggest that young people aged 18-32 (in this case in the United States, but in line with trends in other countries) are increasingly sold on the idea that it would be “much better for everyone Involved if the man is the director outside the home and the woman takes care of the home and family”.
It’s the words “much better for everyone involved” that I find particularly poignant for some reason. They have the tone of the capitulation that Betty Friedan described in
Men In The Middle: Searching For Masculinity In The 1950s, Gilbert
, a type of addiction that is traditionally best treated with Librium, Valium and strict observance of the “gin clock”. Younger Sister: Trust me, you don’t want that. I understand the lure of the siren’s call, but it must be resisted. No one will take care of you but yourself. It’s an illusion.
The new study by the Council on Contemporary Families (“a nonprofit, nonpartisan organization dedicated to providing the latest research on American families”) describes this shift in attitudes as “an intriguing puzzle.” “From the mid-1970s onward, young people increasingly supported the equal sharing of domestic tasks and decision-making at home. But in the mid-1990s, the trend toward equality reversed course. Wow. Back up. In the mid-1990s? That was 20 years ago. And you’re saying it’s only gotten worse since then?
Sociologists have been observing this trend in younger people for some time (“Will millennials be stay-at-home wives?”). The finding about women is relatively new and supported by the General Social Survey (an annual study of political and cultural attitudes). One study goes back to 2004, with an article that reported that male and female students tended to disagree less and less with the statement, “It is better for a man to work and a woman to take care of the house.”
This is what academics call “the stalled gender revolution.” It is reasonable opportunity to travel back. Excuse me while I go find a 1950s cardigan to wear because I’m pretty cold right now. Because when women give up on equality, we are doomed.
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It gets even worse. The trend becomes more pronounced the younger the respondents. Another section of
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