1st Edition

Consumerism and the Movement of Housewives into Wage Work The Interaction of Patriarchy, Class and Capitalism in Twentieth Century America

By David R. Wells Copyright 1998
    196 Pages
    by Routledge

    196 Pages
    by Routledge

    First published in 1998, this volume explores the connections between the rises in consumerism and the number of married women in paid work in light of the centrality of shopping and consumerism to the modern world. David R. Wells argues for women’s incomplete gains from consumerism through an analysis of married women’s employment, the structure of capitalism and the contradictory requirements of consumerism, the homemaker ideal and gender identity. Through this, Wells demonstrates how the gendered expectations of consumerism became motivating factors for women to join the workforce, resulting in higher standards of living and greater marital power.

    1. Empirical Research on Married Women’s Employment. 2. Structural Theories for Married Women’s Employment. 3. Consumerism and the Structure of Capitalism. 4. The Contradictory Marriage of Consumerism and the Homemaker Ideal. 5. Gender-identity versus Consumption-identity: the Battle at Home. 6. Conclusion: Women’s Incomplete Gains from Consumerism.

    Biography

    Wells, David R.