Women, Housewives and Citizenship
The mid 1960s emerged as a period of transition for social, economic and political changes in the consumer society in which the expectations and choices of the consumer were given due importance, ultimately resulting in increase of prices and consumerism in the market (Radcliff, 2002). The transitions in consumer society led to the recognition of the role and impact of women as family consumers, giving them a distinct place in consumer citizenship, rather than one with the entire community (Radcliff, 2002). Many law associations were formed which tried to contribute to the democratization of society and helping the formation of a new civil society, however, consumer citizenship continued to be recognized as a gendered approach (Radcliff, 2002). These associations received tremendous support and participation from women and began to be recognized with the creation of novel practices which benefitted female gender to seek a new place in consumer citizenship. Regimes concerning women imparted a sacred and somewhat holy stance to the domestic and homely role of women and opened the doors for communication so that women could voice their opinions and issues regarding domestic matters which affected them. Very often, women described their commonly held concerns and problems by virtue of their roles as housewives, rather than citizens of the country, which led to an increase in the gendered approach towards citizenship. In this manner, women asserted their consumer rights which also enabled them to assert their broader political rights of citizenship in the state (Jubas, 2007). Through the practice of this strategy, women made substantial progress because traditionally and historically, women have been associated with consumption which is commonly recognized as a gendered female activity. As this movement gained force, the mid-nineteenth century noted a shift in shopping from a necessity to an activity associated with entertainment and leisure specifically for the women belonging to the middle and higher classes (Bowlby, 2001). Recognising the female gendered approach in consumer citizenship, very often during economic difficulties and hard times, consumers, especially women consumers were requested to display their patriotic sentiments by limiting their consumptions and accepting reduced supplies of items, until the East and Western wars of Germany were concluded (Cohen, 2003; Pence, 2006). (This is only a random and should strictly be used as a sample only. To view the complete paper, e-mail us at support@customtermpaper.org or click here)