The film production company Coronet Instructional Films was founded in Glenview, Illinois, after World War II. Founder David Smart believed that educators needed to guide distressed youth by demonstrating strong values, social responsibility, and an honest way of life. These idealistic films were broadcast in schools across America, primarily in the Midwest (9).
"Appreciating Our Parents" (1) is an instructional film created by Coronet Instructional Films in 1950. The film's primary objective is to teach children the significance of appreciating their parents for the tasks they complete on their behalf. The main message of the film is that a family is a cohesive team, with each member contributing specific responsibilities to ensure the family operates smoothly. The film opens by showcasing the various tasks the mother typically handles within the household. These tasks include mending clothes, doing laundry, general cleaning, and preparing meals. Next, it depicts the father returning from work.
Several noteworthy observations highlight the social expectations for women in the film. Most obviously is the depiction of the mother staying at home while the father goes to work, reinforcing traditional gender roles. The film neglects to acknowledge working women and mothers as common and ordinary. Instead, it portrays the mother as the primary homemaker, while the father is the breadwinner.
Furthermore, the film portrays the mother as perfectly dressed and groomed, even while engaging in physically strenuous housework such as sweeping and doing laundry. This reinforces even more notions about women and mothers, including the expectation that they should manage domestic tasks while maintaining a flawless appearance. Supposedly, women should constantly look presentable and appealing.
"Better Use of Leisure Time" (2) is an instructional film created by Coronet Instructional Films in 1950. The film's primary objective is to showcase the various productive activities that people can engage in during their leisure time. The video also provides a visual representation of the tasks that parents have typically undertaken throughout the decades. It predominantly portrays fathers and men in the workplace, juxtaposed with mothers and women engaged in housework. Emphasizing that this type of lifestyle must be correct and the expected norm since it has existed for many centuries.
Furthermore, the hobbies and activities highlighted in the film also play into these gender roles. For instance, an example that further emphasizes this idea is the activity that Alice participates in. The film presents Alice as learning how to sew, describing this as an essential skill for the future. This particular portrayal reinforces the traditional division of labor and expectations surrounding women's roles in the household.
“Marriage Is a Partnership" (3) is an instructional film created by Coronet Instructional Films in 1951. The film's primary objective is to illustrate how marriage involves shared decision-making and responsibilities within the couple. The film begins by illustrating how a recently married white woman left her job to focus on homemaking and highlights the sacrifices she made, including giving up her paycheck and adjusting her schedule. This portrayal suggests that if a woman chooses to work, she is expected to quit her job upon marriage to make homemaking her primary responsibility.
Furthermore, the film presents several instances where the wife had to make sacrifices in her personal life to prioritize her husband's happiness and comfort. This perpetuates the traditional expectation that a woman's role is primarily to cater to her husband's needs and that her aspirations should be secondary to his well-being. Additionally, it reinforces the stereotype that women are caregivers and sensitive, suggesting that they possess the ability to sense male discomfort and adapt to it.