Discussion Case

A. Temporarily changing the public’s perception of women’s roles in society was one of the biggest domestic challenges during the war. How is that represented in the posters? Why did the federal government feel it was necessary to do that? What were some of the repercussions?

Women were recruited into the civilian labor force and the military because of a manpower shortage. During World War II, the availability of white males for employment depleted causing both private and public employers to view woman (even married) as viable candidates for hire. Women were offered jobs as miners, welders, lumberjacks, and shipbuilders, jobs that had previously never been open for them.

Military technology created more administrative and clerical work. Men in the military were being consumed by these desk jobs. Women often worked as secretaries doing administrative and clerical work in the civilian labor force, which made them a promising choice to take over these roles. The recruitment of women to serve their country in the military shed light on the gender issues present. Some viewed women’s new roles as emasculating and threatening to manhood. The jobs being offered to women were ‘temporary’ and union membership for women would be held only until the war was over. An ad slogan stating that “A woman can do anything if she knows she looks beautiful doing it” helped entice woman to embrace their independence and strength while at the same time reinforcing the perceived views and difference between masculinity and femininity.

Recruitment posters depict strong, smart, honorable, feminine women who had joined the military to help their men and their country. The posters were used to create a sense of patriotism while glamorizing the military life. The posters were hung everywhere to further influence women to recruit.

While women were still responsible for their traditional duties around the home and caring for their children