This term characterizes the trend of the creation of new perceived roles of both males and females in both the workplace and at home today.
The Second World War unintentionally changed American society and roles of women in the workplace. War raged overseas and men were drafted into the armed forces, leaving behind a chasm in America’s workforce. Women entering the workforce and aspiring to give aid to the American cause largely filled this chasm. The widely recognized poster of Rosie the Riveter is an example of a propaganda technique to encourage women to join the labor force to support the men fighting overseas. Rosie was depicted as a young, motivated, determined woman in a blue-collar factory worker’s outfit. She was popularized by widespread advertisement campaigns aimed at women to inspire them to take pride in joining the workforce and thereby contribute to the war effort from home. Alice Kessler-Harris (1983) states that “the real Rosie’s” worked hard and found their wartime experiences demanding, but also very satisfying and profitable (p. 250). Harris implies that the women involved in supporting the war effort felt they were contributing to America’s success as a nation, and thereby felt pride from their involvement. Harris (1983)