Mcrobbie studied girls magazines and found that in the 1970’s they emphasised the importance of getting married. However nowadays they contain certain images of strong assertive and independent women.
Changes in women’s employment
changes in the law have improved the position of working women, for example the equal pay act1970 and the sex discrimination act1975
Changing girls ambitions
Sharpe interviewed girls and found that their ambitions in the 1970s were to marry and have children, and saw their future In terms of a domestic role. However in the 1990s the girls priorities had changed to careers and wanting to be independent
Boys literacy
Parents spend less time reading to their sons beacuse it is seen as a feminine activity. Boys leisure interests do not encourage language and communication skills, whereas girls bedroom culture does.
Decline in manual labour
Globalisation has led to the decline in heavy industries in the UK. This has lead to a male identity crisis giving them little motivation to get qualifications for a job.
