‘Call Us Ms.’: Viva and arguments for Kenyan women's respectable citizenship 1975–80

Abstract

ABSTRACTDrawing on Viva, the first women's magazine published in East Africa, this article articulates the ways educated Kenyan women actively inserted themselves into public debates and constructions of the new nation. It argues that Viva authors and editors employed rhetorics of nationalism and development to advocate for Kenyan women's right to equal citizenship. They wanted participation in the possibilities, power, and self-reliance that postcolonial nationalism promised its citizens and mobilized images of a productive, modern woman to make their case. Viva's producers appropriated the momentum of 1970s development rhetoric and international women's liberation to show that Kenyan women were already fulfilling mandates to develop themselves and their fellow Kenyans through education, wage labor, consumer habits, and moral respectability. Viva reveals the ambitions, strategies, and desires of Kenya's educated women, not only for themselves but also for their nation and their rural ‘sisters’.