Sex, class and consumerism: British sitcom’s negotiation of the single girl
This chapter explores the representation of working-class femininities in the cycle of female ensemble sitcoms that emerged in the late 1960s and early 1970s in the UK. Drawing parallels with The Mary Tyler Moore Show, it will examine how The Liver Birds’ construction of and address to women drew upon the consumerist template of femininity made popular by Helen Gurley Brown in Sex and the Single Girl (1962). However given the historical propensity for working-class women to be marginalised or romanticised as long suffering matriarchs across both quality and popular television genres, it will demonstrate how the consumer logic of The Liver Birds constructs and addresses aspirational templates of working-class femininity that dare to dream of identities other than those based around maternity and the realist kitchen sink.
Citation : Ball, V. (2017) Sex, class and consumerism: British sitcom’s negotiation of the single girl. In: R. Moseley, H. Wheatley and H. Wood (eds) Television for Women: New Directions. Oxon and New York. Routledge. pp. 128-148
ISBN : 9781138914292
Research Group : Cinema and Television History Research Centre
Research Institute : Cinema and Television History Institute (CATHI)
Peer Reviewed : Yes
- Leicester Media School