"We make a big effort to bring out the ladies": visual representations of women in the modern American stadium.

Modern stadiums were constructed across the United States in the 1960s and 1970s, usually to replace old baseball parks that were run-down, inaccessible by automobile, and located near African American neighbourhoods. Sports promoters coveted affluent, white, consumption-oriented customers who had recently moved to the suburbs. To attract these customers, promoters attempted to imaginatively reconstitute stadium space - from urban, old, dirty, rambunctious, masculine places to suburban, new, clean, orderly, female-friendly spaces. The attraction of women - as signifiers of an affluent and domesticated postwar social order - was central to this strategy. Visual representations of women in new stadium spaces were essential to the imaginative reconfiguration and modernisation of stadium space. This essay examines their use, particularly in the Houston Astrodome. Stadium publications and local newspapers used photographs and illustrations of women to conceptually reinvent the stadium, extending a distinctively post-war, modern ideology privileging comfort, consumption and respectable behaviour into stadium space.