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Flappers Consumerism

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World War One:
It was not one single event that created the wild, society-challenging flappers, but many things in the beginning of the nineteenth century that all added up on one another. One of the biggest steps into creating flappers was World War One.
Women began to get a taste of independence during World War One, when they had to make lifestyle changes to make up for the absence of men at home. They joined the workforce.Now women got a taste of what independence was like, since they didn’t have men around anymore to lean on or, in some cases, hold them back. This lead to women needing to make more changes to adapt; Women couldn’t have long hair and long skirts like they did for years before. Women then realized the convenience and practicality …show more content…
Jobs for women were typically only offered in urban areas. This is why flappers were only seen in big cities and why many women moved or commuted from rural areas to big cities for jobs. Rural areas still held conservative traditions and ideals, keeping women in the same societal role as they had been in previous generations.
The rise of consumerism in America greatly affected flapper culture. Now that women had their own disposable income, advertising campaigns via magazines, newspaper, and radio geared towards them. These ads could change the way women thought of how they should or could look.
Critics often thought that maintaining the flapper image was just a waste of money for girls to strive to achieve; Sociologist Hattie Anderson published a survey of the spending of 1,318 women in Milwaukee, Wisconsin. The survey found that, on average, a flapper spent 46.3% of her earnings on clothes. Carrie Chapman Catt, president of the International Woman Suffrage Alliance commented that flappers were completely opposite of what they claimed to be. She suggested that flapper culture only inspired conformity because there was one single image that all flappers strives for. Chapman Catt stated, “Women do not wear short skirts or bobbed hair by their own election, but in obedience to the dictum of fashion.” To her, all flappers were were simply consumers who followed popular styles of fashion and

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