Selling Mrs. Consumer: Christine Frederick and the Rise of Household Efficiency

**Uncover the Life and Legacy of Christine Frederick: A Pioneer of Household Efficiency and Consumer Advocacy** Delve into the fascinating life of Christine Frederick (1883-1970), a pivotal figure in the rise of household efficiency and consumer culture in early 20th-century America, with Janice Williams Rutherford's insightful biography, *Selling Mrs. Consumer: Christine Frederick and the Rise of Household Efficiency*. This meticulously researched First Edition paperback explores the complex persona of a woman who skillfully navigated the shifting sands of gender roles and societal expectations to become a prominent voice in both the domestic and commercial spheres. Christine Frederick was more than just a home economics expert; she was a shrewd businesswoman, an innovative efficiency consultant, and an influential advertising advisor who understood the power of the "Mrs. Consumer." She recognized the untapped potential of the American housewife as a key economic force. Frederick, a college-educated woman initially confined to the mundane realities of housework, ingeniously transformed her own home into a laboratory for efficiency. Drawing inspiration from the principles of scientific management in factories, she meticulously analyzed and standardized household tasks. This innovative approach not only revolutionized housework but also empowered women to manage their homes with newfound skill and productivity. Imagine, dishwashing methodically broken down into scraping, washing, and drying stations, a system designed for optimal efficiency. *Selling Mrs. Consumer* highlights the inherent contradictions in Frederick's public image and personal convictions. As an advocate for women's empowerment through efficient homemaking, she simultaneously reinforced traditional gender roles by encouraging women to find fulfillment within the domestic sphere. This biography explores how Frederick reconciled her personal ambition with the prevailing social norms of the time, crafting a career that resonated with middle-class Americans who still clung to conventional ideals of family and home. Her success lay in understanding and catering to the desires and concerns of "Mrs. Consumer," assuring advertisers she knew women and how to effectively reach them. Rutherford's biography provides a nuanced perspective on the early-twentieth-century wave of feminism and Frederick's complicated role within it. Did her promotion of a gendered division of labor inadvertently hinder the broader feminist movement? Or did she carve out a path for women's empowerment by professionalizing housework and giving women a sense of control and value within their homes? This book prompts readers to consider the multifaceted nature of progress and the ongoing challenges women face in balancing professional aspirations with traditional family values. Published by the University of Georgia Press, *Selling Mrs. Consumer* is more than just a biography; it's a window into a pivotal era of American history, a time when consumer culture was rapidly evolving and women were striving to define their place in a rapidly changing world. With 290 pages of compelling narrative and insightful analysis, this book offers a valuable resource for scholars and anyone interested in women's history, home economics, consumerism, and the ongoing debate about gender roles in society. Prepare to be captivated by the story of a woman who shaped the modern American home and, in doing so, left an indelible mark on American culture.