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'Use Your Hands for Happiness':: Home Craft and Make-do-and-Mend in British Women's Magazines in the 1920s and 1930s

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Abstract and Figures

‘What is needed is an outflow of nervous energy into other paths, and it probably is a self-protective instinct that makes a woman pick up her sewing or knitting while sitting still.’(Modern Woman 02.1935:10). With their kits, transfers, patterns, coupons, colourfully visualized transformation tips and step-by-step instructions, home craft features were a prominent and popular component of women's consumer magazines in the 1920s and 1930s. More recently, this form of consumer craft has been accused of limiting and even suppressing women's creativity. In contrast, this article will argue that home craft, as a component of a new commercial culture of home-making in the period, offered women opportunities for self-expression, agency and self-determination. It was a significant means of materializing distinctive skills, values and an aesthetic that was central to a feminine culture of modernity promoted through popular magazines and other media. Furthermore, some Home Editors, such as Edith Blair at Woman, were committed to improving women's taste in line with contemporary design discourse. Yet, it was the business of editors, unlike design reformers, to be well attuned to their readers' needs and aspirations. As such, home craft features may be read as a means of addressing the problems and anxieties surrounding the acceleration of modern life (unemployment, the strain of new work processes and their effects on physical and mental life) as well as imaging the cluster of aspirational dreams and desires symbolized by the ideal home, modern or otherwise.
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... Jackson (2010) explains that the people studied generated rewarding flows through crafting activities, kindling a sense of self. Additionally, these activities stimulate mental agility and creativity, offering cognitive benefits and enhancing problem-solving skills (Corkhill et al., 2014;Hackney, 2006;Turney, 2004). For many, the act of crafting or handmaking items is not just a hobby but a form of mindfulness or meditation (Corkhill et al., 2014) where the repetitive and immersive nature of the work allows for emotional regulation and a break from the hectic pace of daily life (Elliot, 2016). ...
... Finally, another interesting behavior observed as an effect of handmaking is gift-giving. The outputs of the manual activities are sometimes offered as gifts (Burt & Atkinson, 2012;Hackney, 2006) or donations (Cochoy et al., 2022) but the studies mentioning these practices do not follow up in deepening the understanding of these practices on enhancing individual or social well-being. ...
... Sharing skills, ideas, and creations with others can lead to increased social support (Elliot, 2016), and an enhanced sense of belonging (Burt & Atkinson, 2012), but also a platform for self-signaling of worth and competence (Hackney, 2006;Mochon et al., 2012;Turney, 2004). ...
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... Although Minahan and Wolfram Cox (2007) argue that much of the contemporary nostalgia is tinged with irony rather than representing a wholesale return to the past, Henrik Most (2005) surmises that the digital world we increasingly live in increases a desire for more physical and tactile encounters. While the same stressors remain from a hundred years ago -'the problems and anxieties surrounding the acceleration of modern life (unemployment, the strain of new work processes and their effects on physical and mental life)' (Hackney 2006: 23) -these are supplemented today by new stressors such as climate anxiety and the mental and social effects of COVID-19. A report in The Guardian (Morris 2021: n.pag.) ...
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... Such healthful schemes were no doubt seen as a corrective to the dangerously seductive power of color for women. 89 Flowers, furthermore, were a staple in color interior features. Readers were advised that cut flowers brought nature and color into the home, especially if they were sourced from the garden or countryside. ...
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