In 1922 the American Social Hygiene Association, funded by the American Public Health Service, created a social marketing campaign aimed at American teenagers. While it was predominantly about sexually transmitted infections, it also taught about good health and hygiene in general. And maintaining health, then as now, is not only about health but also about conforming to social norms–especially gender norms.
The posters aimed at boys were titled “Keeping Fit”:
And the girls’ posters were titled “Youth and Life”:
Comparing the boys and girls’ posters, you can see that fitness is not just about physical health; it is also about particular character traits. For boys, those traits are will power, courage, and self-control–traits that are based on a puritan work ethic that we value in a competitive capitalist society.
While courage and endurance were important for both boys and girls, fitness for girls was less about power and self-control, and more about grace, beauty, and friendship.
TEXT:
Paint your cheeks from the inside out. Outdoor exercise, baths, regular meals, and plenty of sleep will help. Most girls could be prettier than they are because most girls could be healthier.
TEXT:
Copy the pose but not the shoes. Correct posture gives attractive figure, straight back, freedom of action for heart and lungs, good muscle tone. Stand tall — chest up, not out — toes straight forward when walking or standing. A well-poised body develops self-respect, and wins the regard of others.
Men were taught how to grow up to be honorable husbands and fathers, while women were taught how to grow up to be good wives and mothers.
For boys:
TEXT:
The youth who achieves self-control can go joyfully and clean into marriage with the one girl he is willing to wait for, and become a husband and father without the danger of causing suffering to wife and child.
For girls:
TEXT:
A woman physician who is also a mother. The girl of today will be the woman of tomorrow. She will need brains, vitality, and sound training, if she is to take her place in the world as a mother and a useful citizen.
It may be tempting to think that we know more now than we did back then and that with progress we make fewer mistakes today than they did in the past. However, controversy surrounding many health topics such as obesity, circumcision, and the way we screen, treat, and fundraise for breast cancer should tell you that we still have many assumptions behind our health recommendations that are based on ideology.
The posters are held at the Social Welfare History Archives at the University of Minnesota Libraries
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Christina Barmon is a doctoral student at Georgia State University studying sociology and gerontology.
If you would like to write a post for Sociological Images, please see our Guidelines for Guest Bloggers.
Comments 22
brandy — September 10, 2011
Very interesting that the last one says that women need "brains" and shows a woman physician.
Anonymous — September 10, 2011
What I find interesting is that for men it's fitness of body. For women it's fitness of body and mind. And "leadership" shows up for women when it doesn't for men. They also ask for both men and women to save themselves for marriage. And there's a women physician (as opposed to a nurse). True, there are some gender norms in there, but I have to say that at least some of it seems quite progressive compared to how I usually view the 1920s. Are the pictures posted above the entire pamphlet, or are there links to the rest?
Laughing Rat — September 10, 2011
Interesting stuff. I'm suddenly reminded of the 1934 movie "Search for Beauty" (http://www.imdb.com/title/tt0025755/), which involves, among other things, a fitness magazine. The protagonists are a couple of Olympic athletes who are disturbed at the way the line between fitness and sex appeal are blurred by their business partners. It was funny (except for the creepy body-shaming at the end--there's nothing new under the sun), and also a little slice of social history.
rrsafety — September 11, 2011
Seems like a booklet filled with some great ideas. More kids today should learn as much.
Annan — September 15, 2011
wow! Nice pics
Anonymous — September 16, 2011
I think some context is important for this era. By the 1920s, women gained the right to vote (1917 in Canada, 1918 in UK, and 1920 in the US, etc.). Also, women flocked to sports and there were many women athletes.
I love the 1920s and the New Woman, which was trying to rebel against the Victorian version of femininity. :) - which sort of came back in the following decades. :(
Anonymous — September 16, 2011
Also, "Copy the pose but not the shoes" - I guess they were against high heels?
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