[논문]A Qualitative Assessment of Feminism in U.S. Women's Fashion of the 1970s

Kim, Eundeok; Beck, Jane-Farrell

A Qualitative Assessment of Feminism in U.S. Women's Fashion of the 1970s 원문보기

The purposes of this study were to examine the fashion adopted by young women in the United States in the 1970s and to explore how the dynamic shifts toward feminist values influenced those fashion trends. Fifteen American women who were college students in the 1970s were interviewed for the study. Throughout the decade, casual and comfortable styles became more prevalent; for example, pants became widely accepted for formal occasions as well as informal occasions due to an overall emphasis on practicality. The feminist and civil rights movements along with more liberal attitudes toward religion were among the more dominant cultural values that influenced the respondents' choices in clothing styles. Feminist presentation was diverse extreme or eclectic - and constantly renegotiating itself. This study helped us better understand the dynamics involved between fashion and value changes as well as the influence of feminism on the 1970s fashion in the United States.

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문제 정의

1^ In her study "A visual analysis of feminist dress/' Kunkel found that feminists may either reject or conform to traditional feminine standards or present them simultaneously in context specific ways.¹⁹⁾ This study adopted a qualitative approach. The 1970 through 1979 issues of the American fashion magazine Mademoiselle were examined as a representation of young American women's fashion magazines.
They also placed a strong emphasis on "individualism/* "pursuit of freedom," and "liberal and permissive attitudes or free love/* Anti-materialism was also important to them, coinciding with the postindustrialism occurring in the United States in the decade.*' This study found significant evidence that values influenced women's fashion during this decade. The prevalence of casual and comfortable styles with an emphasis on practicality was rooted in the womens movement; this spilled over to the acceptance of women to present themselves as more masculine.
Its purposes were first, to document the fashion adopted by young women in the United States in the 1970s, or more specifically, to give an example of real life Americans, selection of fashion in the 1970s; second, to examine young women* s values in the decade, namely what the selection meant to them; and third, to explore the dynamics of how feminism affected fashion as a major cultural theme of the decade. This study helps us to better understand the impact of cultural values on fashion. Feminism is the conceptual framework by which the data from this study is analyzed.

제안 방법

⁷⁾ This study examined young women's fashion and values in the United States in the 1970s. Its purposes were first, to document the fashion adopted by young women in the United States in the 1970s, or more specifically, to give an example of real life Americans, selection of fashion in the 1970s; second, to examine young women* s values in the decade, namely what the selection meant to them; and third, to explore the dynamics of how feminism affected fashion as a major cultural theme of the decade. This study helps us to better understand the impact of cultural values on fashion.
Broad themes were initially identified and refined; then, new themes were identified throughout the analysis. The coded transcripts were first compared across respondents, then within each respondent in order to identify both cultural and individual themes. In order to verify the accuracy and reliability of the coding, one additional coder besides the primary researcher reviewed five transcripts.

대상 데이터

While there were rationalist feminists who intentionally dressed unfeminine and refused to follow fashion, one woman (A3), who went to a law school from 1973-75, held a post-rationalist feminist position: This precise question became an issue in law school. There were seven of us in a class of over 150. As graduation neared, most of the women took one of two courses: a) dressing in business suits structured very much like a man's, which I believed was tacit admission that one had to be male to be perceived as a successful lawyer, or b) ultra-feminine, sexy, low-cut clothing designed to emphasize her gender.

성능/효과

The terms **ruffles and lace" symbolizes traditionally defined femininity while "powerful'' or "tailored look" suggests a masculine look. Respondents used words such as “simple," "neat," "classic," "impeccable,“ "comfortable,M 'powerful/' *,tailored look, feminine, arty, funky, or “bohemian” to define their ideal styles.³⁾ Style Conformity to Peer Group Even though some women considered themselves nonconformists, most women (nine) conformed to their peer group styles stressing the cohesiveness of adolescent groups, especially among females.

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A Qualitative Assessment of Feminism in U.S. Women's Fashion of the 1970s 원문보기

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