Abstract/Summary

This thesis explores the intricate and often contradictory role of the British national press in shaping and reflecting the evolution of gender norms in the long 1970s. Contrary to the narrative that the Women’s Liberation Movement was the primary catalyst for challenging traditional female roles, this research argues that the contestation of post-war gender norms began earlier within the national press. By the mid-1960s, journalists and editors were already engaging with the concept of the ‘modern’ woman, depicting her as an autonomous individual with aspirations beyond her domestic role. The thesis highlights the uncertainties and varied portrayals of the ‘modern woman’ in the national press. Newspapers began to acknowledge women’s professional and personal ambitions, often framing these within narratives of self-fulfilment and economic contribution. This duality in representation – juxtaposing traditional domestic roles with emerging individualistic identities – exemplifies the contradictory nature of these portrayals. Conservative newspapers supported feminist ideas aligned with family values and social stability, making feminist concepts more palatable to a broader audience while simultaneously diluting more radical elements of the feminist agenda. The study thereby introduces the notion of ‘modern conservative individualism’, illustrating how feminist ideas were adapted within conservative frameworks to promote incremental social change without threatening core societal values. By examining the broader historical framework, the thesis contextualises the press’s engagement with feminist ideologies, revealing a complex interplay between promoting change and preserving stability. The portrayal of the ‘modern’ woman, encompassing both conservative and progressive elements, underscores the press’s role in navigating societal shifts and the ongoing dialectic between tradition and modernity. Overall, this thesis provides a nuanced understanding of how the British national press influenced and was influenced by the evolving discourse on gender norms, highlighting its significant yet complex role in the broader narrative of women’s liberation in post-war Britain.