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Television Culture and Women's Lives
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Television Culture and Women's Lives
"Thirtysomething" and the Contradictions of Gender

Margaret J. Heide

192 pages | 6 x 9
Paper 1995 | ISBN 9780812215342 | $26.50s | Outside the Americas £19.99
A volume in the series Feminist Cultural Studies, the Media, and Political Culture
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Contemporary cultural theory, feminist criticism, and ethnography converge in this provocative study of the construction of meaning in mass culture. Television Culture and Women's Lives explores the complex relationship between the gender conflicts played out in the scripts of the popular television show thirtysomething and the real-life conflicts experienced by "baby-boomer" women viewers.

Women viewers often reinterpreted the program's conservative view on gender roles, seeing it instead as a protest against real dilemmas women face as they try to integrate career and family priorities. Heide's study confirms women viewers' close identifications with thirtysomething characters and positions audience responses against the backdrop of changes in the lives of women in the 1980s and 1990s. Television Culture and Women's Lives accessibly treats fascinating issues related to cultural criticism, the relationship between mass media, and audiences, and the struggles faced by women in late twentieth-century America.

Margaret J. Heide teaches sociology at SUNY/Empire State College.

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