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The Home as Battlefront: Femininity, Gendered Spheres, and the 1943 Women in National Service Campaign

This essay investigates the dynamics of the Women in National Service (WINS) campaign, an attempt by the magazine Ladies' Home Journal to militarize middle-class housewives on the U.S. home front during World War II. Adapting the construct of gendered spheres to the campaign, the analysis suggests that the WINS effort carefully modulated its prewar depictions of domesticity and female submissiveness to offer a transformative view of the wartime home and the role of the housewife in it. The essay concludes, however, that while this transformed vision was overtly empowering, its built-in limitations effectively created a sense of covert disempowerment.