From Mountain Peak to Total Woman: An Evolutionary History of Pre-feminist Dating Advice

Abstract

This article provides a history of relationship advice from the early-1900s to the 1970s, before second-wave feminism exercised more influence on the genre. Whilst previous studies examine the genre from a social constructionist perspective, this paper considers how human biology interacts with the environment (the economy and society) to produce different interpretations of heterosexual relationships. More in line with an evolutionary approach, which views humans as a sexually dimorphic species, the research illustrates that gender roles adapt to changing social and political cues. The survey shows that in times of economic scarcity advice draws on scientific methodologies to highlight more conservative forms of relationship. In times of economic growth, when resources are more abundant, advice becomes more interested in sexuality. Unlike today, most advice was aimed at a mixed-sex readership, and could expose young people more directly to practical insights about the opposite sex.