JMME
Window to the West
Grain Growers' Guide → The Country Guide
Gender
The Grain Growers' Guide magazine was initially used as a platform for social reform and to promote the profound transformations in gender roles occurring in the early 20th century. Each issue featured an editorial for women that gave them a voice. The advertisements within the magazine throughout the years show a different story. Despite conscious effort, traditional gender roles were continuously perpetuated through the ads, especially after the publication was transformed into The Country Guide.
1914
The Grain Growers' Guide and later The Country Guide had a strong female presence with five woman’s page editors. All were concerned with “women’s rights” and would have been considered “social feminists.” Social feminists believed that women should be educated and able to take part in political discussion while also accepting responsibility for the care of the home.
It was not uncommon to see advertisements promoting the suffragist movement, especially throughout the war years. In fact, a frequent commentator for the woman’s page was Nellie McClung. Many other women in the public eye contributed as well such as E. Cora Hind and Irene Palby.
Gender stereotypes within the publication were not exclusive to women. Men were frequently targeted by advertisements promoting "masculine" ideals. This advertisement by Kelloggs for PEP claims to help build muscles. Strength was important to men on the farm. Muscles were good for labour, and thus they would have been desired and seen as stylish. PEP was appealing to this as they state “PEP builds health. It livens muscles.”
1923
1929
This advertisement depicts a woman serving a meal she presumably has prepared. Her husband and two children are waiting patiently. Although somewhat harmless, this ad facilitates and encourages the separation of tasks for women and men. It encourages gender roles within society while providing an insight into the family dynamic of the time. Women were portrayed as docile, homebound caregivers in several ads throughout the Guide, which demonstrates the "social feminnist" aspect of the publication.