Summary Of We Can Do It: The True Impact Of Rosie The Riveter

We Can Do It: The True Impact of Rosie the Riveter Clad in a blue denim shirt draping over her robust figure, the iconic image of Rosie the Riveter was prevalent in shaping the perception of women in the late 20th century. While there was no drive for incorporating women into the workforce during the pre-World War II era, at the start of World War II, the labor shortage in the USA led to the government and media turning to women for support (Hoyt). By empowering women and calling for them to aspire to do their part to aid their country in popular propaganda, the campaign attracted women from varying backgrounds to the workforce during World War II (Honey, 49). While originally appealing to jingoistic attitude by collectively bringing women

Following the introduction of Rosie the Riveter as a source of propaganda in local propaganda, a chain of sources of media utilized the image as a recurring icon to create motivation for women to join the workforce. One of the most popular forms of propaganda was music. The ever-familiar jingles were the most effective way to disperse messes out to the public; therefore, the government effectively used them to continue to attract women to the workforce. Even though it was stated to be used solely for economic purposes, the common thread of female empowerment through the song, Rosie the Riveter, as it describes the girls who are “sipping dry martinis [and] munching caviar” are “putting...to shame” by Rosie (Collins, 381-382). The departure from the traditional role of women to stay in the house is further emphasized as the song continues to state “All day long, whether rain or shine/ She’s part of the assembly line/ She’s making history, working for victory” (Collins, 381-382). By stating how “she’s making history” and “working for victory” by contributing to the workforce, the song appeals to patriotic sentiments by showing what women can do to aid the country in the war efforts. Further, by creating the foundations for a new kind of women that is self sufficient, the initially economic-driven campaign slowly turns into a feminist

While previously only present in local propaganda and songs, the first widespread image of her posted on the cover of the Saturday evening Post was presented by the renowned artist, Norman Rockwell, whose provocative propaganda received a large audience and instantly gained sudden popularity (Hoyt). While the idea of Rosie the Riveter had gained popularity by attracting many women to the workforce, the physical image of her influenced viewers in a way that the other forms could not. Modeled after the Prophet, Isaiah, the sudden departure from the traditional depiction of women in media led to Rosie the Riveter rising to become a standard that women hoped to achieve (Library of Congress). The striking image greatly impacted viewer’s perception of women as it transcended traditional gender boundaries by embracing “masculine femininity”. However, the campaign still adhered to traditional gender roles to appear relatable and less radical to audiences. As one source noted the dual-sided nature of Rosie the Riveter helped to encompass both modern and traditional gender roles to create a campaign that would be palatable to all women. The contrast seen through the statements: “She’s masculine: look at the size of her arms: which are a real focus of the cover. She’s dirty; she’s doing a man’s job. She’s wearing overalls, men’s clothes” and