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The Stereotypical American Family In The 1960's

295 Words2 Pages
At the start of the 1960’s, the stereotypical American family was portrayed as white, middle class, and patriarchal. “Today, ‘family’ includes a vast array of configurations, such as households formed of two or more ‘blended’ families of divorce, unmarried couples, childless households, and even gay parents,” (Oswald 310). Various social institutions, the broadening of culture, and marketing strategies diversified what was known as the American family. Marketers focused on certain groups within the family, such as kids, teens, and adults, creating consumer segmentation. Individualism furthered in the late 60’s when institutions such as wealthy businesses, the government, marriage, and universities were being questioned; fixed social roles were
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