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Enterprise and Society 3:318-351 (2002)
© 2002 Business History Conference

Article

"Rosie the Realtor" and the Re-Gendering of Real Estate Brokerage, 1930–1960

Jeffrey M. Hornstein

Jeffrey M. Hornstein received his Ph.D. in history from the University of Maryland in 2001. He currently is an independent scholar. Contact information: 117 N. 15th Street, Apt. 1706, Philadelphia, PA 19102, USA. E-mail: jhornstein{at}alum.mit.edu

Abstract

Rapidly increasing numbers of women entered the field of real estate brokerage from the 1930s through the 1950s. "Rosie the Realtor" took advantage of the postwar building boom to create an expanding career niche, capturing residential brokerage as a female domain. In the process, she stretched gendered boundaries in the masculine world of brokerage to the breaking point. Employing a complex and internally antagonistic mix of liberal feminist and conservative ideologies, female realtors created their own professional space, expanding career opportunities for women at the same time that their economic and political practices reinforced the constraints of domesticity.


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