3.1 The women's liberation movement and its influence on television

The women's liberation movement shook up TV in the 1970s. Shows like Mary Tyler Moore and Maude put strong, independent women front and center, tackling issues like workplace equality and reproductive rights. These characters challenged old-school gender roles and inspired viewers.

TV reflected big changes happening in society. More women were working outside the home and fighting for equal rights. Shows started showing women as action heroes, career-focused professionals, and single moms - not just housewives. It was a major shift in how women were portrayed on screen.

Feminist Activism and Thought

Second-Wave Feminism and Key Organizations

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• Second-wave feminism emerged in the 1960s and 1970s, focusing on issues beyond suffrage such as workplace inequality, reproductive rights, and gender roles
• National Organization for Women (NOW) founded in 1966 to promote women's rights and work towards eliminating discrimination against women in all areas of society
• Equal Rights Amendment (ERA) proposed constitutional amendment to guarantee equal legal rights for all American citizens regardless of sex, passed by Congress in 1972 but failed to be ratified by the required number of states

Influential Figures and Works

• The Feminine Mystique groundbreaking book by Betty Friedan published in 1963, challenged the notion that women found fulfillment solely through homemaking and motherhood, sparking a national conversation about women's roles and expectations
• Gloria Steinem prominent feminist journalist and activist, co-founded Ms. magazine in 1972, which became a leading voice for the women's movement, addressing issues such as domestic violence, abortion rights, and sexual harassment
• Betty Friedan author of The Feminine Mystique, co-founded the National Organization for Women (NOW) in 1966, serving as its first president and leading campaigns for women's rights and equality

Groundbreaking Television Shows

Sitcoms Featuring Independent Women

• Mary Tyler Moore Show (1970-1977) portrayed an unmarried, career-oriented woman in her thirties, challenging traditional gender roles and showcasing a female character prioritizing her professional life and personal fulfillment
• Maude (1972-1978) featured a strong-willed, outspoken feminist protagonist who tackled controversial issues such as abortion, divorce, and women's liberation, pushing boundaries and sparking public discourse
• One Day at a Time (1975-1984) depicted a divorced single mother raising two teenage daughters, addressing the challenges and triumphs of women balancing work, family, and personal lives in a changing social landscape

Female-Led Action and Adventure Series

• Wonder Woman (1975-1979) featured a powerful female superhero fighting for justice and equality, embodying strength, intelligence, and compassion, and inspiring young girls to embrace their own potential
• Charlie's Angels (1976-1981) followed three skilled female detectives working for a private investigation agency, showcasing women in action-oriented roles and challenging the notion that such jobs were solely the domain of men

Social Issues and Progress

Challenging Gender Stereotypes

• Television shows began to challenge traditional gender stereotypes by depicting women in diverse roles, from career-focused professionals to action heroes, showcasing their capabilities beyond domestic spheres
• Characters like Mary Richards (Mary Tyler Moore Show) and Maude Findlay (Maude) defied societal expectations by prioritizing their careers, personal growth, and independence, inspiring viewers to question limiting gender norms

Women in the Workforce and Reproductive Rights

• As more women entered the workforce in the 1970s, television shows reflected this shift by featuring female characters balancing careers and family life, highlighting the challenges and triumphs of working women (One Day at a Time)
• Reproductive rights became a central issue in the women's movement, with shows like Maude addressing controversial topics such as abortion, sparking public conversations about women's bodily autonomy and access to healthcare

Sexual Liberation and Empowerment

• The sexual revolution of the 1960s and 1970s challenged traditional views on sexuality, with television shows exploring themes of sexual liberation, empowerment, and the double standards faced by women
• Characters like Wonder Woman and the Charlie's Angels embodied a new type of female hero who was both physically strong and sexually confident, challenging the notion that women had to conform to narrow definitions of femininity or chastity