The nearly forgotten story of the fight against the American Plan, a government program designed to regulate women’s bodies and sexuality “A consistently surprising page-turner . . . a brilliant study of the way social anxieties have historically congealed in state control over women’s bodies and behavior.” —New York Times Book Review Nina McCall was one of many women unfairly imprisoned by the United States government throughout the twentieth century. Tens, probably hundreds, of thousands of women and girls were locked up—usually without due process—simply because officials suspected these women were prostitutes, carrying STIs, or just “promiscuous.” This discriminatory program, dubbed the “American Plan,” lasted from the 1910s into the 1950s, implicating a number of luminaries, including Eleanor Roosevelt, John D. Rockefeller Jr., Earl Warren, and even Eliot Ness, while laying the foundation for the modern system of women’s prisons. In some places, vestiges of the Plan lingered into the 1960s and 1970s, and the laws that undergirded it remain on the books to this day. Nina McCall’s story provides crucial insight into the lives of countless other women incarcerated under the American Plan. Stern demonstrates the pain and shame felt by these women and details the multitude of mortifications they endured, both during and after their internment. Yet thousands of incarcerated women rioted, fought back against their oppressors, or burned their detention facilities to the ground; they jumped out of windows or leapt from moving trains or scaled barbed-wire fences in order to escape. And, as Nina McCall did, they sued their captors. In an age of renewed activism surrounding harassment, health care, prisons, women’s rights, and the power of the state, this virtually lost chapter of our history is vital reading.

Only in recent decades has the American academic profession taken women’s history seriously. But the very concept of women’s history has a much longer past, one that’s intimately entwined with the development of American advertising and consumer culture. Selling Women’s History reveals how, from the 1900s to the 1970s, popular culture helped teach Americans about the accomplishments of their foremothers, promoting an awareness of women’s wide-ranging capabilities. On one hand, Emily Westkaemper examines how this was a marketing ploy, as Madison Avenue co-opted women’s history to sell everything from Betsy Ross Red lipstick to Virginia Slims cigarettes. But she also shows how pioneering adwomen and female historians used consumer culture to publicize histories that were ignored elsewhere. Their feminist work challenged sexist assumptions about women’s subordinate roles. Assessing a dazzling array of media, including soap operas, advertisements, films, magazines, calendars, and greeting cards, Selling Women’s History offers a new perspective on how early- and mid-twentieth-century women saw themselves. Rather than presuming a drought of female agency between the first and second waves of American feminism, it reveals the subtle messages about women’s empowerment that flooded the marketplace.

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