From Career Girl to Sexy Stewardess: Popular Culture and Women's Work in the Canadian and American Airline Industries

This article examines three popular renditions of female flight attendants in Canada and the United States in teen fiction, film, and advertising, with attention to representational shifts from the 1940s to the 1970s. Our analysis demonstrates that the more sexualized image of the 1960s was a significant departure from the more complicated immediate postwar presentation of the flight attendant as a resourceful and capable career girl, albeit one still constrained by dominant notions of white, middle-class femininity. Created by management decisions in the face of increased capitalist competition, in concert with the influence of popular culture and gender ideology, the sexy stewardess altered the workplace environment for female flight attendants, but the legacy of earlier popular culture may well have aided their resistance to sexualization.