From Drill Sergeants to Maternal Negotiators: Mass-Mediated Business Strategies in the 1980s

Abstract

By drawing on Foucault's theory of governmentality, this essay posits that media discourses helped to create, deliberate upon, and circulate proper practices for U.S. white-collar working women in the 1980s. Analysis of discourse circulating in mass media about the woman manager, the saleswoman, and the woman union leader shows that media outlets claimed each would offer innovative solutions to counteract the volatile economy in the 1980s. For example, the logic of maternal management propagated in these discourses valorized a “return to the home” for women while simultaneously claiming that men were better maternal managers than women. The privileged subject ultimately emerging in this discourse was a feminized businessman, rather than a maternal or feminized businesswoman.