| Popis: |
Better Homes in America (BHA), a national reform campaign during the 1920s, mobilized institutions with diverse interests in defining the modern American home and in addressing an American public as consumers. BHA constructed a modern ideology of home ownership, housework, and consumption built on specific gender, class, and racial differences. This study critiques the discursive and media practices used by the major institutions involved in the campaign: The Delineator magazine, the U.S. Department of Commerce, the discipline of home economics, and the Girl Scouts of America. The analysis has implications for the discursive constitution of ideology and the social construction of gender. |
