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- W260531132 abstract "In 1911, a group of British gas managers made advertising history by establishing a collective organization dedicated to the promotion of a single industry. The British Commercial Gas Association directed its campaigns at various consumer groups, including builders, architects, and tenants. To present the woman’s point of view to their female customers, the B.C.G.A. executive hired Mrs. Maud Adeline Cloudesley Brereton as editor-in-chief of its monthly publicity magazines. A former teacher turned domestic science specialist, Brereton decided to work for the private sector, the gas industry, because it offered a practical solution to housing problems. In this respect, Brereton combined business with social reform. Maud Adeline Brereton anticipated that gas technology, in the form of cookers, water boilers, and gas fires, had the potential to raise housing and nutrition standards for all classes. Within the context of public debates over racial deterioration and eugenics, Brereton promoted ameliorative technology to improve the health of the population. Moreover, she maintained that technology made possible a domestic revolution, by significantly reducing the time and effort that women, as both servants and housewives, expended on housework. Time saved on housekeeping might be directed to more profitable and gratifying pursuits, including paid employment or voluntary service, extending women’s influence beyond the private sphere. Given her preoccupation with public health and domestic architecture, Brereton continued the work of an earlier generation of Victorian feminist designers. As an Edwardian, she was not alone in this crusade, and interwar women’s groups renewed calls for affordable labour-saving domestic technology. However, Brereton stands out among her contemporaries because she chose to work, not through political organizations, but in the corporate sector in an age when few women held positions of influence in the predominantly male business world." @default.
- W260531132 created "2016-06-24" @default.
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- W260531132 date "1998-04-01" @default.
- W260531132 modified "2023-09-24" @default.
- W260531132 title "Gas and Water Feminism: Maud Adeline Brereton and Edwardian Domestic Technology" @default.
- W260531132 doi "https://doi.org/10.3138/cjh.33.1.1" @default.
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