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Abstract ▼ AI-Helper

While the gendered division of labor has allegedly weakened, representation of housewife identifying married women with primary domestic workers have also strengthened in mass media for the last twenty years. This article traces the genealogy of the ‘housewife discourse’ in mass media by analyzing a...

While the gendered division of labor has allegedly weakened, representation of housewife identifying married women with primary domestic workers have also strengthened in mass media for the last twenty years. This article traces the genealogy of the ‘housewife discourse’ in mass media by analyzing articles and editorials of six major daily newspapers between 1990 and 2006, and examines changes in the representation of housewives in Korea. A discourse depicting the housewife not as a status that women are compelled to take by the patriarchal social structure but as a status chosen by an individual will and even as a profession appeared as early as 1990. Although this professional housewife discourse seems to recognize the value of housewives as domestic workers, the analysis reveals that what it actually recognizes is the market values of purchasing power, taste and experience of middle class full-time housewives. In this discourse are excluded working class married women and their experiences of domestic work. The ‘social housewife’ discourse of feminists did not confront with this marketing discourse, as it also identified housewives with full-time housewives. Since 2000, as neo-liberal entrepreneurship discourses invaded everyday life, full-time housewives have been represented as domestic CEOs, who should be capable not only of domestic work but also of managing money through financial investment and risk management. The ‘housewife CEO’ discourse makes housewives neo-liberal subjects and incorporates women and family live into neo-liberal social orders.

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