The woman in consumption, change of values and lifestyle
Summary
The change of values and lifestyle have decisively influenced consumption. One of the most important changes of the last decades and that has most influenced him, has been the role of women in society. A high percentage of women has broken into the labor market. Maternity ceases to be a priority objective and occupy a well -paid job that allows them to live comfortably, dedicating more years to their training and qualification, they happen to occupy their place.
So, it is worth saying that the role of women in Western society is more than important. Duby and Perrot (1993) synthesize more than fifty years of history where women knew how to earn a place and fight for their own interests.
First, they mention birth and family, indicating that after World War II the birth rates are recovered. In the 70s the Baby Boom phenomenon is over. The decrease in fertility is accompanied by extramarital births. In the 60s, in developed countries the illegitimate birth rate represents between 6 and 8% of the total births. In the 80s, the nuptiality indices fall and the divorce rises.
In the 50s, the “ideal” of family is modified, where the mother-father-son triangle replaces the previous extensive patriarchal, where several generations lived under the same roof.
It should be clarified that this was not really like that in the postwar period. In truth, with the Baby Boom phenomenon, the growth of the birth rate, housing scarcity and the increase in the average of people per household, led to the majority of families in developed countries being composed of more than three people. This situation is reversed in the 80s where they live, both men and women, alone. Towards the end of the 70s, more than 50% of women have a professional activity.
In the 60s, the home suffers modifications, with expansion of the available spaces and “specialization”, that is, the kitchen, bathroom, bedrooms and living room can be distinguished, there is generalization of running water, gas and electricity in heating and kitchen. The house is equipped with appliances. In the 70s households access first -wave equipment, such as car and television. With all this domestic work no longer requires the permanent presence of women at home. Female work was necessary outside the house, as double income was essential to access the products and equipment that replaced traditional domestic work.
A considerable space, and not least, dedicate to the description of the woman’s evolution process at work. There is already a break in the First World War where men give their place and there is no labor competence with them.
Through the birth decrease, the increase in the number of workers and the return of men to the factories, the return of women to the home is encouraged.
In the decade of the 20th there is a passive retreat with an enthusiastic and valued return to the home, creating as a woman’s model to the educator, the rational housewife. The image of women as mascar of the domestic economy. You must fight the waste, and do wonders with what is there, with a minimum wage.
The year of domestic economy is declared in 1934. All this does not prevent women from staying in the world of work. All this leads to a triple process. On the one hand, the industrial redistribution of female labor;on the other, the increase in female jobs in the services sector and, finally, the progress of women in intellectual and liberal careers.
After World War II, between 1960 and 1973, full employment brings an unemployment period. The State increases labor productivity, valorization of training and education. Crazy years of consumption, labor demand. Women are integrated into the educational system and at work. In 1975 marriage is less and less an obstacle to the exercise of the profession, deterrent maternity for women. The greater the number of children, less work. There is a triumph of wage labor over women in home or on independent women. This is perceived as a step to "liberation".
The school level has three consequences on the insertion of women at work, on the one hand, it stimulates admission to a professional activity, on the other, it allows girls with superior degree to integrate into male professions and gives rise to a variety of useprofessionals from the same degree.
It is concluded that there are two independent labor markets, one male, qualified and well considered;and another sub -ified female, poorly paid and devalued.
It is taken to 1975 as International Women’s Year. In spite of all this in the media, testimonies and portraits of “superwomen” begin to proclaim the equality of sexes, and to affirm an ascent of women. It is the social function of the image of the entrepreneurial and successful woman that the media spread. But the success of a few is the inverse of the situation of others. Male domination is not exercised at the beginning of the century, but is masked behind egalitarian laws, behind the minority of women who have triumphed. These are the procedures to anesthetize the awareness of the inequality of opportunities in education and work.
At the end of the 20th century, the principle of legal equality between men and women is no longer a new idea. The concept of equal rights between individuals of different sexes is old, but its legal tradition is recent, since it has had to wait until almost the third millennium to produce.
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