1970's women's freedom!

In the mid to late 60’s women realized that now they had the qualifications for proper jobs , but they were not being treated the same way. The 70’s were about “ equal pay for equal work” and women often attacked their bosses and fellow employers for sex discrimination. The early 70s was when the hippie period was at its prime, which represented equal rights for women and men, and women’s sexual and mental liberation. Many books were being published about the importance of women’s rights, another words the feminist movement became prominent in this decade. Different publications made a larger audience aware of the unequal treatment of women in the workforce. This was also the decade when the congress adopted the Equal Rights Amendment, which meant women had a right to an abortion and it was a private issue between the patient and the doctor. This was the most important decade for women’s suffrage and women had made a huge jump in finally being seen on an equal plane as men and having the same opportunities. Of course sex discrimination still existed and is even present today. Even advertising took hold of this new female freedom by selling products, which appealed to women wanting to demonstrate their independence. Cigarette companies would show images of women from the turn of the century getting arrested for smoking. They would use this to demonstrate how now women could perform this stereotypical masculine act and thus be as free as a man.

Seventeen magazine covers were filled with headlines about getting involved and contributing to society as free and active members. This cover presents an image of a girl who for the first time appears to be a bit younger then past images, and she is standing in a confident way. Her stance is empowering to see, much like the “Rosie The Riveter” image. Her stance doesn’t represent a meek subservient women anymore. The headlines are about jobs, how to volunteer with an organization concerning the environment, and other ways to save one’s money. It seems as though these women once again have full control of their lives, and these headlines demonstrate this. She is also wearing something that was quite different then prior eras , almost like a native american/ cowboy look. This can be seen much like punk today, a counter hegemonic behavior. The female will not be told what to wear she will dress, how ever she please even if it is different then everyone else. This cover reads “ New Beauty, Breakthrough CHANGE!”. Change is exactly what occurred and this was reflected in the fashion and even the makeup. Young girls wanted makeup and clothing to reflect their freedom. Once again the image isn’t about a scene representing a lifestyle, but a perfect looking girl posing for the camera. She has the unattainable beauty and thin physique, which we have all adopted as the perfect look. The importance of this cover is totally about the use of the girl’s looks to cause girls to idealize her not for her position in society, but more for her appearance. Therefore this paradox existed between representing female freedom and a whole new set of problems for young girls, as more and more teen magazine covers appeared just like this one.

http://www.seventeen.com/fun-stuff/special/65th-anniversary-cover-archive

http://www.enotes.com/1970-lifestyles-social-trends-american-decades/womens-liberation