Analysis of Josuha Zeita´s Flapper: A Madcap Story of Sex, Style, Celebrity, and the Women Who Made America Modern

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The flapper was the harbinger of a radical change in American culture. She was a product of social and political forces that assembled after the First World War. Modernization adjusted the American life. Flapper: A Madcap Story of Sex, Style, Celebrity, and the Women Who Made America Modern by Joshua Zeitz analyzes the people who created the image of the flapper. This work is an incorporation of narrative, statistics, and scholarly work that provide a distinct insight on the “New Woman.” Joshua Zeitz asserts the flapper was not a dramatic change from traditional American values but reflected the “modern” decade under mass media, celebrity, and consumerism.
Flappers were the “New Woman,” asserting her right to dance, date, smoke, drink
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Technology brought the “ready-to-wear revolution” to the people. The spinning jenny and the power loom makes mass production of clothing effortless. Various clothing and sizes were now available to everyone. The value of clothing and jewelry declined due to overproduction. Advancing technology compelled consumerism. People focused on buying products outside the boundaries of their salary. The introduction of credit allowed any person to buy an automobile. Living in the countryside did not appear to be comfortable compared to living in the city. Credit allowed farm families to purchase clothing. This tempted the American people to purchase more. Coco Chanel brought standardization to the clothing industry by bridging urban and rural. Credit also gave the American people a sense of wealth and independence. Women wanted to “assert their right to make a personal choice.” Personal choices include the right to purchase clothing or jewelry. Having a job or moving to the city is also a personal choice. The job does not define the person but the particular item or activities are the determinants. Advertising influences the population to buy more products. Expanding communication provides additional emphasis in mass media. F. Scott Fitzgerald commences the image of the flapper by writing novels and short stories. This

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