New Books In Gender Studies

Since the commercial introduction of the automobile, US automakers have always sought women as customers and advertised accordingly. How, then, did car culture become so masculine? In Pink Cars and Pocketbooks: How American Women Bought Their Way into the Driver's Seat (Johns Hopkins University Press, 2025), Dr. Jessica Brockmole shares the untold history of women's relationship with automobiles: a journey marked by struggle, empowerment, and the relentless pursuit of independence. This groundbreaking work explores the evolution of women's automotive participation and the cultural shifts that have redefined their roles as drivers, mechanics, and consumers. Dr. Brockmole traces the rise of gendered marketing of automobiles over the course of the twentieth century. Auto companies created ads that conformed to commonly held ideas about women's relationships with automobiles. As the century progressed, marketing to women became less informative and even more gendered: the automotive industry portrayed women as pa