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In Our Prime: How Older Women Are Reinventing the Road Ahead

In Our Prime: How Older Women Are Reinventing the Road Ahead

by Susan J. Douglas
In Our Prime: How Older Women Are Reinventing the Road Ahead

In Our Prime: How Older Women Are Reinventing the Road Ahead

by Susan J. Douglas


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Prize-winning author Susan J. Douglas calls on women of all ages to join together now to fight against gendered ageism, to secure our country’s financial safety net, and to make a brighter, more welcome future for older women.

Do you see women your age portrayed as puttering gardeners and docile grannies? Do you feel bombarded by anti-aging products that insist you must "defy" getting older? And have you had enough, and are ready to challenge the intertwining of sexism and ageism in our culture? Know that you are not alone.

Susan J. Douglas declares that it is time for the largest female generation over fifty to reinvent what it means to be an older woman and to challenge the outdated stereotypes—think doddering or shrewish—that Hollywood and TV have assigned them. She zones in on how the anti-aging cosmetics industry targets older and younger women alike with their products, and how Big Pharma ads equate getting older with disease and decline. Douglas exposes the ageism that mature women face at work, and why conservatives’ decades-long attacks on Social Security, Medicaid, and Medicare disproportionately affect women.

With a sharp sense of justice and fresh wit, In Our Prime sees a social movement emerging that may help to create a different view of—and life for—older women. It celebrates the women who broke down legal barriers in the past, as well as today’s activists, career women, actors, and others who defy stereotypical images by embracing their age, by remaining strong, and by being socially involved.

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Product Details

ISBN-13: 9780393652550
Publisher: Norton, W. W. & Company, Inc.
Publication date: 03/10/2020
Pages: 288
Sales rank: 1,006,913
Product dimensions: 5.80(w) x 8.30(h) x 1.00(d)

About the Author

Susan J. Douglas is Catherine Neafie Kellogg Professor of Communication and Media at the University of Michigan. The author most recently of In Our Prime as well as the groundbreaking works Where the Girls Are, The Rise of Enlightened Sexism, and The Mommy Myth, she lives in Ann Arbor, Michigan.

Table of Contents

Chapter 1 Women Coming of Age 1

Chapter 2 Why the Seventies Mattered 29

Chapter 3 The Rise of Aspirational Aging 55

Chapter 4 The Anti-Aging Industrial Complex 82

Chapter 5 Visibility Revolts 110

Chapter 6 The War on Older Women 147

Chapter 7 Lifespan Feminism, Bridge Groups, and the Road Ahead 172

Acknowledgments 209

Notes 213

Index 253

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