6.1 The 'New Woman' and changing gender norms in the 1920s

The 1920s saw the rise of the 'New Woman,' a symbol of changing gender norms. Women gained the right to vote, entered the workforce in larger numbers, and embraced new fashions and behaviors that challenged traditional expectations of femininity.

This shift was driven by political, economic, and social factors. The 19th Amendment, World War I, and urbanization all contributed to women's increased independence and visibility in public life, reshaping American society and culture.

Emergence of the 'New Woman'

Political and Economic Factors

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• The 19th Amendment ratified in 1920 granted women the right to vote, marking a significant milestone in the women's suffrage movement
  • Contributed to a sense of empowerment among women
• World War I (1914-1918) had a profound impact on gender roles
  • Women entered the workforce in large numbers to fill positions vacated by men serving in the military
  • Led to increased economic independence and shifting perceptions of women's capabilities

Social and Cultural Factors

• The rise of consumerism and mass production in the 1920s led to the availability of new products and technologies
  • Simplified household chores, allowing women more time to pursue education, careers, and leisure activities
• Urbanization and the growth of cities in the early 20th century provided women with new opportunities
  • Employment, socializing, and cultural engagement contributed to the development of a more independent and public-facing feminine identity
• The influence of Freudian psychology and the popularization of ideas about sexual liberation
  • Challenged traditional notions of female sexuality and encouraged women to express themselves more freely
• The emergence of new forms of popular culture (jazz music, dance halls, cinema) created spaces for women to engage in new forms of self-expression and socialization outside of the home

Impact of the 'New Woman' on Society

Fashion and Behavior

• The 'flapper' style became an iconic fashion trend associated with the 'New Woman'
  • Characterized by shorter hemlines, bobbed hair, and a more boyish silhouette
  • Represented a rejection of traditional feminine dress codes and an embrace of more practical, comfortable, and expressive clothing
• The 'New Woman' was associated with new forms of social behavior (smoking, drinking, dancing in public)
  • Challenged traditional expectations of feminine propriety and decorum
• The popularity of new forms of entertainment (jazz clubs, dance halls) provided women with new opportunities for public socialization and self-expression
  • Contributed to a more visible and active feminine presence in the public sphere

Changing Gender Roles

• Women's participation in the workforce increased during the 1920s
  • More women pursued careers in fields such as teaching, nursing, and clerical work
  • Challenged traditional notions of women's roles as primarily domestic and maternal
• The 'New Woman' was often portrayed in popular media as independent, confident, and sexually liberated
  • Contributed to shifting cultural attitudes about gender roles and expectations
• The increased availability of contraception and the popularization of ideas about sexual liberation
  • Contributed to changing attitudes about women's sexual agency and the acceptability of premarital sex

Backlash Against the 'New Woman'

Conservative Criticism

• Conservative social and religious groups often criticized the 'New Woman' as a threat to traditional family values and gender roles
  • Argued that women's increased independence and sexual liberation would lead to moral decay and social disorder
• Despite the gains made by women in the 1920s, traditional gender norms and expectations continued to shape many aspects of women's lives
  • Particularly in the domestic sphere and in rural areas where the influence of the 'New Woman' was less pronounced

Discrimination and Stereotyping

• Some employers and educators continued to discriminate against women
  • Limited their opportunities for advancement and reinforced traditional gender hierarchies in the workplace and in higher education
• The media often portrayed the 'New Woman' in a sensationalized and exaggerated manner
  • Contributed to public anxiety about the perceived excesses and dangers of modern femininity
• The economic and social upheavals of the Great Depression in the 1930s led to a resurgence of traditional gender roles
  • Backlash against the perceived excesses of the 1920s, including the independence and sexual liberation associated with the 'New Woman'

Media and the 'New Woman'

Print Media

• The rise of mass-circulation magazines (The Saturday Evening Post, Ladies' Home Journal) played a significant role in disseminating images and ideas about the 'New Woman' to a wide audience
  • Often featured articles, advertisements, and illustrations that depicted the 'New Woman' as fashionable, independent, and engaged in new forms of leisure and consumption
• Advertising campaigns in the 1920s often used images of the 'New Woman' to sell products associated with modern femininity (cigarettes, cosmetics, fashion)
  • Helped to popularize and normalize the image of the 'New Woman' as a consumer and a symbol of modern femininity

Visual Media

• The emergence of new forms of visual media (cinema, newsreels) provided new platforms for the representation of the 'New Woman' in popular culture
  • Films of the 1920s often featured strong, independent female characters who embodied the ideals of the 'New Woman' (Clara Bow in "It" (1927), Louise Brooks in "Pandora's Box" (1929))
• The media's representation of the 'New Woman' was often contradictory and ambivalent
  • Reflected the complex and contested nature of changing gender roles and expectations in the 1920s
  • While some media outlets celebrated the 'New Woman' as a symbol of progress and liberation, others criticized her as a threat to traditional values and social order
• The media's portrayal of the 'New Woman' had a significant impact on public perceptions and debates about gender roles and women's rights in the 1920s and beyond
  • The iconic image of the 'flapper' became a lasting symbol of the cultural and social changes of the 1920s
  • Served as a touchstone for future discussions of women's liberation and empowerment