Putting Dad in the Picture: fatherhood in the popular women's magazines of 1950s Australia

Abstract

This article explores the shifting meaning of fatherhood within the popular women's magazines of 1950s Australia. Breadwinning fatherhood reigned throughout the decade, and magazines such as Women's Weekly and Woman's Day keenly emphasised the care of children as a mother's domain. Even in these manuals of idealised motherhood, though, this division was not inviolate. As the 1950s went on, letters, articles and advertisements make it clear that fathers—just as the breadwinner was legitimated by economic boom—were increasingly expected to do more than simply earn the bread, although these expectations fell some way short of a gender revolution.