During the 1970s, people started questioning gender and societal norms, leading to the second wave of Feminism, and other movements seeking rights for various groups. In the public sphere, women entered the workplace in traditionally masculine roles, joined organizations like NOW, and seeked legislation like Title IX to end workplace discrimination. Privately, women seeked protection against marital rape, and more respect in their marriages, and when they remained dissatisfied, divorce rates skyrocketed. However, not all women were united, and some like Schlafly argued against the WRA (Borstelmann 117). Other groups, like African Americans, the LGBT community, Native Americans, and Jews also seeked greater rights, and often faced backlash, especially in the case of LGBT individuals (Borstelmann 116). Economically, America grew more individualistic, and moved away from New Deal policies which t believed were causing economic crisis. With an increased emphasis on free market practices, the service sector grew, and manufacturing jobs disappeared. Technological innovation paved the way for globalization, which despite its economic advantages, contributed to the spread of disease. A freer, more deregulated market also supported industries like pornography and gambling, and American society grew coarse in the eyes of many. Borstelmann highlights the many social and economic changes that occurred in the 70s, and emphasizes that the individualism which accompanied these changes often sacrificed more traditional American values.
