HIS 72B Lecture Notes - Lecture 9: Industrial Workers Of The World, Planned Parenthood, Settlement Movement
Document Summary
Consumer freedom and the new morality of the 1920s. New morality : sigmund freud, ellen key, and havelock ellis, heterosexual youth culture. Private consumption: purchasing things as an expression of freedom. Happened through the context of mass advertising. This understanding of expressing freedom in individualism takes place in the context of changes in popular culture and the rise of mass advertising. Make-up sales increased by ten times in the 1920s. Make-up companies were operating at the local level, owned by women. They did not sell color, but they sold face creams and powders. Colored make-up was associated with sex work so they had to convince people to buy it. Women imagining themselves through the eyes of men. Companies telling women to find yourself and provide eight pictures of the archetypes you can be (white, young) Women remained in control of these industries. Complex industries with complex relationships with the communities in which they are imbedded.
