Mass Media and the Shaping of American Feminism, 1963-1975

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Univ. Press of Mississippi, 2004 - Social Science - 322 pages
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Beginning in 1963 with the publication of Betty Friedan's The Feminine Mystique and reaching a high pitch ten years later with the televised mega-event of the Battle of the Sexes-the tennis match between Billie Jean King and Bobby Riggs-the mass media were intimately involved with both the distribution and the understanding of the feminist message. This mass media promotion of the feminist profile, however, proved to be a double-edged sword, according to Patricia Bradley, author of Mass Media and the Shaping of American Feminism, 1963-1975. Although millions of women learned about feminism by way of the mass media, detrimental stereotypes emerged overnight. Often the events mounted by feminists to catch the media eye crystalized the negative image. All feminists soon came to be portrayed in the popular culture as bra burners and strident women. Such depictions not only demeaned the achievements of their movement but also limited discussion of feminism to those subjects the media considered worthy, primarily equal pay for equal work. Bradley's book examines the media traditions that served to curtail understandings of feminism. Journalists, following the craft formulas of their trade, equated feminism with the bizarre and the unusual. Even women journalists could not overcome the rules of What Makes News. By the time Billie Jean King confronted Bobby Riggs on the tennis court, feminism had become a commodity to be shaped to attract audiences.

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NOW and Media Activism
3 The Left at Center
4 The Practice of the Craft
5 August 1970
Soothing Sexual Angst
7 Gloria Steinem
8 Msand the Success of Liberal Feminism
11 Rise of the Opposition
A Moment of Triumph
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