Holivudo Kultūros atspindžiai tarpukario Lietuvos periodikoje

Abstract

This article gives an overview of modern American society’s impact on the culture of interwar Lithuania; it studies how Hollywood formed Lithuanian gender stereotypes, reflected in periodicals and advertisements (1918–1940). The influence of Hollywood culture on interwar Lithuanian stereotypes has not been studied thoroughly. This work analyses the stereotypes found in selected periodicals by using gender stereotype theories and illustrating them with photographs and excerpts. One of the most popular interwar Lithuanian female stereotypes was based on the Hollywood idol Greta Garbo. She created a stereotype of a cruel, self-confident, modern woman. This article also discusses the Hollywood-based body cult, which became a goal for many Lithuanian women. After the analysis of advertisements, another tendency was noticed – young girls’ desire to become famous. Hollywood also formed three different male stereotypes: the caveman, the womanizer, and the gentleman. These modern stereotypes stand in contradiction with traditional manly virtues, they emphasize compassion and empathy, which are very important in critical situations. During the study, it was determined that Hollywood culture’s stereotypes began a sexual revolution. These stereotypes altered the concept of a traditional relationship through Lithuanian periodicals – it became much more open and oriented towards satisfying individual needs.