{"id":9981,"date":"2009-08-11T10:00:12","date_gmt":"2009-08-11T15:00:12","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=9981"},"modified":"2012-10-17T02:51:38","modified_gmt":"2012-10-17T07:51:38","slug":"framing-change","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2009\/08\/11\/framing-change\/","title":{"rendered":"Framing Change"},"content":{"rendered":"<p>The past and the future can be presented as either threatening or appealing. The past can be \u201ctraditional\u201d (good) or \u201cold-fashioned\u201d (bad but kinda nice) or \u201cbackwards\u201d (definitely bad). \u00a0 And the future can be \u201cprogressive\u201d (good) or \u201cradical\u201d (maybe good but certainly scary, often very bad) or threatening (\u201cnew-fangled\u201d or \u201cgoing to hell in a handbasket\u201d).<\/p>\n<p>In the this tampon ads from the 1940s, being &#8220;too old to follow the modern ideas&#8221; is framed as an unfortunate state that women should overcome.\u00a0 Not trying the new product is &#8220;holding [yourself] back.&#8221;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9984\" title=\"tampax1_1947\" src=\"https:\/\/thesocietypages.org\/socimages\/files\/2009\/06\/tampax1_1947.jpg\" alt=\"tampax1_1947\" width=\"300\" height=\"738\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-9985\" title=\"picture15\" src=\"https:\/\/thesocietypages.org\/socimages\/files\/2009\/06\/picture15.png\" alt=\"picture15\" width=\"300\" height=\"778\" \/>Similarly, in this ad, a daughter instructs her mother on advances in managing &#8220;intimate problem[s]&#8221;:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-9983\" title=\"purs59\" src=\"https:\/\/thesocietypages.org\/socimages\/files\/2009\/06\/purs59-740x1024.jpg\" alt=\"purs59\" width=\"651\" height=\"900\" srcset=\"https:\/\/thesocietypages.org\/socimages\/files\/2009\/06\/purs59-740x1024.jpg 740w, https:\/\/thesocietypages.org\/socimages\/files\/2009\/06\/purs59-216x300.jpg 216w, https:\/\/thesocietypages.org\/socimages\/files\/2009\/06\/purs59.jpg 741w\" sizes=\"auto, (max-width: 651px) 100vw, 651px\" \/><\/p>\n<p>The ads reveal how ideas related to change (this time the promise of modernity) can be mobilized strategically (this time for marketing purposes). Here is <a href=\"https:\/\/thesocietypages.org\/socimages\/2008\/05\/18\/in-honor-of-california-ruling-that-same-sex-couples-have-a-constitutional-right-to-marriage\/\" target=\"_self\">another great example related to gay marriage<\/a>.<\/p>\n<p>Ads found <a href=\"http:\/\/www.mum.org\/purearly.htm\" target=\"_blank\">here<\/a> and <a href=\"http:\/\/community.livejournal.com\/vintage_ads\/1218203.html\" target=\"_blank\">here<\/a>.<\/p>\n<p style=\"text-align: center;\">\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014\u2014<\/p>\n<p>Lisa Wade is a\u00a0<a href=\"http:\/\/lisa-wade.com\/\" target=\"_blank\">professor of sociology at Occidental College<\/a>. You can follow her on\u00a0<a href=\"https:\/\/twitter.com\/lisawade\/followers\" target=\"_blank\">Twitter<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.facebook.com\/pages\/Lisa-Wade-PhD\/174350419354908\" target=\"_blank\">Facebook<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The past and the future can be presented as either threatening or appealing. The past can be \u201ctraditional\u201d (good) or \u201cold-fashioned\u201d (bad but kinda nice) or \u201cbackwards\u201d (definitely bad). \u00a0 And the future can be \u201cprogressive\u201d (good) or \u201cradical\u201d (maybe good but certainly scary, often very bad) or threatening (\u201cnew-fangled\u201d or \u201cgoing to hell in [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2083,257,55,2102,253,293,23705],"class_list":["post-9981","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-abortionreproduction","tag-hygiene","tag-gender","tag-gender-history","tag-history","tag-social-construction","tag-vintage-stuff"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/9981","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=9981"}],"version-history":[{"count":12,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/9981\/revisions"}],"predecessor-version":[{"id":9988,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/9981\/revisions\/9988"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=9981"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=9981"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=9981"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}