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Beyond a Bina- Opposition: the Changing Constructions of Woman on Early Halifax Television

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Beyond a Bina- Opposition: the Changing Constructions of Woman on Early Halifax Television Beyond a Bina- Opposition: The Changing Constructions of Woman on Early Halifax Television BY Gina Stack Submitted in paxtial fulfilment of the requirements for the degree of Masters of History Dalhousie University Halifax, Nova Scotia, Canada August, 1998 @ Copyright by Gina Stack, 1998 National Library Bibliothèque nationale du Canada Acquisitions and Acquisitions et Bibliographie Services services bibliographiques 395 Weilington Street 395, rue Wellington OtEawaON KlAûN4 OttawaON K1AON4 Canada Canada The author has granted a non- L'auteur a accordé une kence non exclusive licence allowing the exclusive permettant à la National Library of Canada to Bibliothèque nationale du Canada de reproduce, loan, distriiute or sell reproduire, prêter, distniuer ou copies of this thesis in microform, vendre des copies de cette thèse sous paper or electronic formats. la forme de microfiche/nlm, de reproduction sur papier ou sur format électronique. The author retains ownership of the L'auteur conserve la proprikté du copyright in this thesis. Neither the droit d'auteur qui protège cette thèse. thesis nor substantial extracts fiom it Ni la thèse ni des extraits substantiels may be printed or otherwise de celle-ci ne doivent être imprimés reproduced without the author's ou autrement reproduits sans son permission. autorisation, Table of Contents Table of Contents Acknowledgements Introduction Chapter One : Exploring Gender and the Maritimes 22 Chapter Two: CBHT Halifax: 42 Reconstructing the Station Chaptex mec: Don Messerrs Jubilee : 64 Gender Constructions in Progrdng Chapter Four : Hot Persuasion: 97 Advertising and Gendet Ideals Conclusion Bibliography Acknowledgements I would like to thank everyone who has helped make this thesis a reality. First, 1 would like to thank my parents, Jane and Garry Stack, who have supported me throughout my entire academic career and have helped me strive to do my best. Second, 1 would like to thank my thesis advisors Shirley Tillotson and Michael Cross for their help and guidance throughout the various stages of this project. No less important are the people at the Public Archives of Nova Scotia, and in particular Barry Smith, who spent hours with me as 1 viewed Don Messer's Jubilee and other early CBC programming. 1 would also like to thank Doug Kerby at the CBC Library for his help, and the countless other people 1 interviewed and spoke with along the way. This thesis could not have become a reality without the input and guidance of al1 these individuals. 1 sincerely thank you for pur support. Abstract In the 1960s, the popular breadwinnedhousemaker gender constructs of the previous decade were challenged by £eminists and middle-class reformers alike, These challenges have been well documented by historians in the popular press, magazines and film, but the area of television has been largely untouched. Using CBHT Halifax as a case study, this thesis explores the changes and continuities in the medium's depiction of gender roles in a Maritime setting, The introduction discusses the unique nature of television. Rather than presenting a completed picture to the viewer, the "nowness" of the medium, seen particularly in live coverage and panel discussions, invited the viewer to participate in the creation of gender meanings. In addition, the multiple levels of the medium - visual, audio, and musical for example - engaged the viewers on a number of different levels, increasing the possibility of multiple messages being taken £rom the same program. Regional variations and national continuities in the construction of gender are examined in the first chapter. Whife Nova Scotia was modernizing and becoming more integrated with North American culture, a distinct local flavour remained. The slightly lagging f emale participation in the workforce, a poorer economic climate and the invention of a Scottish "traditional" culture were major factors influencing the province's construction of gender. The second chapter chronicles the history of CBHT in Halifax. Through personal interviews with former employees, it examines how the institution and its staff supported existing constructs of gender and made space for change. In the third chapter, the invented tradition of Don Messer's Jubilee is played off against more innovative womenfs and public affairs programming. The thesis examines new and longer standing roles for women that were presented in 1960 programs on CBHT. In addition to comparing different programs, it looks at the multiplicity of gender roles provided within each program. The world of advertising is explored in the fourth chapter. A stronger dichotomy of gender roles existed within these nationally aired spots, but there was still space provided to explore new roles for women. The conclusion draws the preceding chapters together under the headings of institutional, political and commercial influences on gender construction. Drawing on evidence provided in the previous chapters, it-deduces that television provided a forum on which gender roles were negotiated. vii Introduction 2 Television played, and continues to play, a crucial role in the way people view their culture, themselves and each other . This thesis will focus on the changing social construction of women in Halifax, Nova Scotia, as seen on CBHT during the first two decades of television, the 1950s and the 1960s- The medium of television is an excellent tool in which to view both changes and continuities in gender expectations of both sexes. However, this thesis will focus on the way television images of womenrs proper role began to fragment in the 1950s and 1960s. Although the thesis will focus on evidence from Halifax's CBHT, many of the changes it discusses appear to have been a North Arnerican phenornenon. No one disputes that new technologies have profound effects on societies. Some of the most intriguing forms of technology over the last two centuries have been the mass media. The founding of the penny presses in early-nineteenth century England and America had a dramatic impact on these societies and other western nations. Popular newspapers have been credited with not only being the first modern mass medium, but also for creating mass society. Newspapers not only changed the way that people looked at news information, they changed the way people comrnunicated and viewed each other. While historians and laymen have no qualms about stating the in£luence newspapers have had on society, the debate still rages about television. While one may presume that because television is the more technologically advanced medium that it is more futuristic and innovative in nature, in reality, the medium is viewed as a conservative reflector of society, rather than a leader of social change.' Whether the station was private or public, its programming was dictated by the need to keep as many viewers as possible tuned in - achieving this goal meant limiting controversy within unwritten societal norms . This bias was true of al1 mass media. Because the media were owned and operated by members of white, middle-class society, it was their changing values that were reflected rather than a more complex mix representing society at large. This bias was also apparent in images of women. While historians like Suzanne Morton and Margaret Conrad document a long tradition of working-class women taking paid work outside of the home2, the "traditional" woman reflected on television l~heconservative nature of television is discussed by Paul Rutherford, Primetirne Canada: When Television was Youna- 1952 - 1967. (Toronto: University of Toronto Press, 1992), 94. Or Mary Vipond, The Mass Media in Canada. (Toronto: James Lorimer and Company, 1992) , 103. 2~eeSuzanne Yorton, ystomesticLife in a Workina-Class Suburb in the 1920s. (Toronto: University of Toronto Press, 1995), 132. And Margaret Conrad, "Recording Angels : The Private Chronicles of Women £rom the Maritime Provinces of Canada, 1750 - 1450" in The 4 was the 1950s and 1960s middle-class ideal of wife and mother. It was this conception of woman that was both perpetuated and challenged by media in the period. Although television has not been heralded as a great leader of society, it has been credited with perpetuating and spreading social values. The impact of mass newspapers in the late nineteenth century was far from confined, but no information technology has yet to surpass the permeation of television. Confidence in the medium is beginning to wane, and the Internet is getting ready to usurp its crowned position as the predominant information provider, but these are only recent developments in the life of television. For its first three decades, television held a position of unsurpassed power over North American culture. This thesis focuses on the content of the median of television. However, the role that television plays in shaping its content is not insignificant.' Whether the consumer is listening to a report about a recent fad on the Nealected Maioritv, eds. Alison Prentice and Susan Mann Trofimenkoff. (Toronto: McClelland and Stewart, 1987), 40. 3These ideas are discussed by Marshall McLuhan in his book understandina Media: The Extensions of Man. (United States: McGxaw-Hill Ryerson Book Company, 1964). This thesis utilizes variations on his concepts of hot and cool media. Hot media being high definition and full of information and cool being low definition and engaging multiple sense like television. 36. radio, reading about it in the newspapers, or watching and listening to it on television has a dramatic effect on what information is emphasized and retained. Even if the words remain unaltered across the media, because of the inherent biases found in each medium, the consumer takes away a different message. It is within these messages that gender roles, along with other societal norms and ideals, are transmitted. The medium of television played a significant role in the portrayal of themes and issues that arose on CBHT Halifax's programming in the 1950s. Television engages multiple senses of the viewer, both seeing and hearing, on multiple tracks.
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