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Article ID: CBB490540013

Eve at the Steering Wheel: Female Representations in Greek Motoring Magazines from the 1950s to the 1980s (2020)

Alexia Sofia Papazafeiropoulou (Author)

Icon: Journal of the International Committee for the History of Technology
Volume: 25
Issue: 2
Pages: 103-130

URI: http://www.jstor.org/stable/26983756

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Consumers and consumerism Masculinity Periodicals; serials Automobility Women and technology Women Automobile driving Automobiles 20th century, late Greece

The massive production and consumption of automobiles have made Car Culture a universal culture. At the same time, the growing number of female drivers has connected automobility with what appears to be women’s emancipation in the public discourse. However, this article argues that Car Culture has masculine connotations, even in a period when the automobiles’ use by women drivers was taken for granted. In doing so, it examines the representations of women in Greek motoring magazines from the 1950s to the 1970s. The analysis of these magazines contributes to the understanding of how gender roles were reconstructed in relation to the automobiles’ use within the context of postwar consumption culture.

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