Jump to ContentJump to Main Navigation
Watching Women's Liberation, 1970Feminism's Pivotal Year on the Network News$
Users without a subscription are not able to see the full content.

Bonnie J. Dow

Print publication date: 2014

Print ISBN-13: 9780252038563

Published to Illinois Scholarship Online: April 2017

DOI: 10.5406/illinois/9780252038563.001.0001

Show Summary Details
Page of

PRINTED FROM ILLINOIS SCHOLARSHIP ONLINE (www.illinois.universitypressscholarship.com). (c) Copyright Illinois University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in ISO for personal use (for details see www.illinois.universitypressscholarship.com/page/privacy-policy).date: 25 September 2018

Magazines and the Marketing of the Movement

Magazines and the Marketing of the Movement

The March 1970 Ladies’ Home Journal Protest

Chapter:
(p.95) Chapter 3 Magazines and the Marketing of the Movement
Source:
Watching Women's Liberation, 1970
Author(s):

Bonnie J. Dow

Publisher:
University of Illinois Press
DOI:10.5406/illinois/9780252038563.003.0004

This chapter focuses on the March 18, 1970, sit-in at Ladies' Home Journal (LHJ), a crucial episode in feminist media activism that had dramatic internal and external consequences for women's liberation. Conceived as a radical action by a small group of women incensed at the demeaning portrayal of women in a publication that touted itself as “the magazine women believe in,” the LHJ protest was an unpredictable success, precipitating significant changes in editorial and employment practices at women's magazines. That outcome was the product of several factors, including the emphases of the print and broadcast coverage of the LHJ events as well as the action's timing among a wave of protests and discrimination complaints launched in 1970 by women employees of major media institutions. Equally important was the recognition of the magazine's editors—and those of their sister publications—that incorporating and commodifying women's liberation was more profitable than resisting it, processes that would soon escalate across all forms of mass media.

Keywords:   feminist protest, sit-in, Ladies' Home Journal, feminist movement, women's liberation, women's magazines, feminist media activism

Illinois Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.