New vistasPub Date : 2024-07-17DOI: 10.36828/newvistas.260
Emily Caston
{"title":"‘I Like Just to be Me’: Women’s Work and Cadbury’s Flake Television Advertising","authors":"Emily Caston","doi":"10.36828/newvistas.260","DOIUrl":"https://doi.org/10.36828/newvistas.260","url":null,"abstract":"Academic scholarship on the representation of women in British screen advertising from 1955 onwards has focused on issues related to the housewife, domestic labour and gender stereotypes. Taking Cadbury’s advertising for its chocolate bar Flake as a case study, this article asks whether the hypersexualisation attributed to the late twentieth century television commercials was inherent in the brand’s first television campaign of the 1950s. It finds that it was not, and the sexualisation of the ‘Flake girl’ arose both from the development in the late 1960s of a cluster of production companies and directors in London emulating American film styles, and from the merger of Cadbury with Schweppes in 1969. The article examines representations of women’s work in the early chocolate television commercials of both the Quaker companies Rowntree and Cadbury, and finds that, contrary to popular assumption, they offered representations of female identity and value aligned to the early advocates of women’s rights, economic independence, and freedom from domestic labour.","PeriodicalId":475606,"journal":{"name":"New vistas","volume":" 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141828892","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
New vistasPub Date : 2024-07-17DOI: 10.36828/newvistas.261
Helen Hester
{"title":"The Automated Heart: Digital Domesticity and Emotional Labour Saving","authors":"Helen Hester","doi":"10.36828/newvistas.261","DOIUrl":"https://doi.org/10.36828/newvistas.261","url":null,"abstract":"This article considers the relevance of domestic labour saving devices to emotional labour. Starting with an account of the ways in which household technologies failed to relieve the burdens of domestic drudgery in the twentieth century, it proceeds to consider the labour saving potential of the ‘smart home’, as well as the gendered ideologies it represents. By looking at social robots designed for use in the smart home, we see that, while manual housework is beyond the scope of today’s smart technologies, emotional labour is not. Thinking about the different forms that domestic automation can take allows us to recognise that there are qualitative as well as quantitative factors to consider when it comes to critically assessing domestic labour saving ambitions. The article concludes by exploring continuities with paid care work, and by developing a tri-partite approach to reproductive labour as high touch, high tech, and high talk.","PeriodicalId":475606,"journal":{"name":"New vistas","volume":" 9","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141829952","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
New vistasPub Date : 2024-07-17DOI: 10.36828/newvistas.262
Emily Caston
{"title":"Angela Saward: Women’s Labour and the Wellcome Collection","authors":"Emily Caston","doi":"10.36828/newvistas.262","DOIUrl":"https://doi.org/10.36828/newvistas.262","url":null,"abstract":"","PeriodicalId":475606,"journal":{"name":"New vistas","volume":" 2","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141828629","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
New vistasPub Date : 2024-07-17DOI: 10.36828/newvistas.263
Emily Caston
{"title":"Taste, Enthusiasm and Hard Work: A Script for Success. An interview with Lizie Gower by Emily Caston.","authors":"Emily Caston","doi":"10.36828/newvistas.263","DOIUrl":"https://doi.org/10.36828/newvistas.263","url":null,"abstract":"","PeriodicalId":475606,"journal":{"name":"New vistas","volume":" 46","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141829775","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
New vistasPub Date : 2024-07-17DOI: 10.36828/newvistas.264
Amy Cowan
{"title":"Festival of (Me)dia – Conference Report","authors":"Amy Cowan","doi":"10.36828/newvistas.264","DOIUrl":"https://doi.org/10.36828/newvistas.264","url":null,"abstract":"The Festival of (Me)dia was a weekend long event (April 13th – 14th 2024) that took place as part of the larger ‘DIY TV: The History and Influence of the BBC’s Community Programmes Unit’ project which was made possible with support from the National Lottery Heritage Fund. The aim of the project is to preserve and disseminate the history of the Community Programmes Unit (CPU). From its formation in 1972, the CPU handed over creative and editorial control to non-professional participants, in order to extend the range of voices and issues being presented by the BBC. The Festival of (Me)dia provided a space for members of the CPU to talk about what it was like to be involved in the Unit as it developed over the 30 year period it was operational.","PeriodicalId":475606,"journal":{"name":"New vistas","volume":" 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141828131","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
New vistasPub Date : 2024-07-17DOI: 10.36828/newvistas.259
Anne Oakley
{"title":"Household science: a new occupation for women?","authors":"Anne Oakley","doi":"10.36828/newvistas.259","DOIUrl":"https://doi.org/10.36828/newvistas.259","url":null,"abstract":"An educational and social movement to raise the status of housework by emphasising its scientific nature developed in Europe, North America and other countries in the period from around 1880. This has mostly escaped the attention of scholars, who have failed to see how cleaning up homes and improving domestic nutrition could have an impact on public health. This article focuses chiefly on another aspect of the household science movement: its consequences for women’s work both inside and outside homes. Notions of scientific efficiency and improved house design, together with attention to the poor working conditions of housewives had a lasting effect on the way housework was done. New housework technologies created professional opportunities for women on the fringes of the scientific/technical world.","PeriodicalId":475606,"journal":{"name":"New vistas","volume":" 18","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141830613","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}