"Help-wanted female" : "Editor & publisher" frames a civil rights issue
This article examines how specialized business magazine Editor & Publisher framed its coverage ofthe sex amendment of Title VII ofthe dvil Rights Ad of l964, the legal foundationfor the elimination ofthe help-wanted dassified advertising categorized by sex. It Charts the evolution ofthe coverage ofits initial 1964 enactment to 1973 when the Supreme Court found commercial speech was not covered under the First Amendment and that laws prohibiting dassified ads categorized by sex were constitutional. The article finds three stages in Editor & Publisher's coverage: 1964 to 1967,1967 to 1970, and 1971 to 1973. In each ofthese phases, the sex amendment of Title VII was framed as being counter to the fundamental principles ofthe newspaper industry and the First Amendment. The sex amendment and its women supporters were trivialized and delegitimized in the frames crafted by Editor & Publisher.