79 “The New Woman”
The rising emphasis on spending and accumulation nurtured a national ethos of materialism and individual pleasure. These impulses were embodied in the figure of the flapper, whose bobbed hair, short skirts, makeup, cigarettes, and carefree spirit captured the attention of American novelists such as F. Scott Fitzgerald and Sinclair Lewis. Rejecting the old Victorian values of desexualized modesty and self-restraint, young “flappers” seized opportunities for the public coed pleasures offered by new commercial leisure institutions, such as dance halls, cabarets, and nickelodeons, not to mention the illicit blind tigers and speakeasies spawned by Prohibition. So doing, young American women had helped to usher in a new morality that permitted women greater independence, freedom of movement, and access to the delights of urban living. In the words of psychologist G. Stanley Hall, “She was out to see the world and, incidentally, be seen of it.”
Such sentiments were repeated in an oft-cited advertisement in a 1930 edition of the Chicago Tribune: “Today’s woman gets what she wants. The vote. Slim sheaths of silk to replace voluminous petticoats. Glassware in sapphire blue or glowing amber. The right to a career. Soap to match her bathroom’s color scheme.” As with so much else in 1920s, however, sex and gender were in many ways a study in contradictions. It was the decade of the “New Woman,” and one in which only 10% of married women worked outside the home. It was a decade in which new technologies decreased time requirements for household chores, and one in which standards of cleanliness and order in the home rose to often impossible standards. It was a decade in which women would, finally, have the opportunity to fully exercise their right to vote, and one in which the often thinly-bound women’s coalitions that had won that victory splintered into various causes. Finally, it was a decade in which images such as the “flapper” would give women new modes of representing femininity, and one in which such representations were often inaccessible to women of certain races, ages, and socio-economic classes.
Women undoubtedly gained much in the 1920s. There was a profound and keenly felt cultural shift which, for many women, meant increased opportunity to work outside the home. The number of professional women, for example, significantly rose in the decade. But limits still existed, even for professional women. Occupations such as law and medicine remained overwhelmingly “male”: the majority of women professionals were in “feminized” professions such as teaching and nursing. And even within these fields, it was difficult for women to rise to leadership positions.
Further, it is crucial not to over-generalize the experience of all women based on the experiences of a much-commented upon subset of the population. A woman’s race, class, ethnicity, and marital status all had an impact on both the likelihood that she worked outside the home, as well