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Watching Women's Liberation, 1970Feminism's Pivotal Year on the Network News$
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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

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PRINTED FROM ILLINOIS SCHOLARSHIP ONLINE (www.illinois.universitypressscholarship.com). (c) Copyright Illinois University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in ISO for personal use.date: 18 September 2021

Magazines and the Marketing of the Movement

Magazines and the Marketing of the Movement

The March 1970 Ladies’ Home Journal Protest

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

Bonnie J. Dow

University of Illinois Press

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

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