| Abstract: | In 1932, Ladies' Home Journal (LHJ) ran an extensive campaign, orchestrated by public relations pioneer Edward Bernays, to persuade American women to end the Great Depression through consumer purchases. Although the campaign failed, it is historically significant, illustrating how PR and magazines worked together to prescribe women's roles—a point little explored by feminist historians. While some women read the campaign hegemonically, others resisted its message, even adapting campaign language to suggest alternative plans. Foremost among these, I argue, was Eleanor Roosevelt (ER), whose 1933 book title, It's Up to the Women, is identical to the campaign's slogan. Attributed to ER alone, the slogan has been reprised in twenty-first-century Democratic presidential campaigns and used elsewhere. Patriotic shopping has also reemerged in recent crises. Although less important to feminists, FDR's (Franklin D. Roosevelt) famous “fear” line from his First Inaugural address resembles language in LHJ's campaign. Thus, the campaign can be seen not only as a site where the contested nature of women's roles was played out but one that illustrates how media language can be repurposed to shape changing cultural and political messages. |
