‘Fully Electrified Kitchen is all That a Modern Emancipated Woman Needs’: The Feminist Techno-Utopia in The Interwar Czechoslovak Women’s Magazine <i>Eva</i>

This study explores the emancipatory techno-imaginary portrayed in the media discourse of the Czechoslovak interwar women’s magazine <i>Eva</i>. Employing a feminist lens on media archaeology, we dissect the magazine’s usage of the <i>topos</i> of the <i>new woman</i>. Central to the analysed discourse is the concept of an emancipatory scale, rooted in the technodeterminist belief that new technologies will inevitably revolutionise gender dynamics. Despite <i>Eva</i>’s declarative upscale audience, it perpetuates the collective idea that any woman can attain emancipation through technological investment. This scale emphasises women’s indispensable role in household management for economic advancement, with ownership of household appliances marking progression. The pinnacle of emancipation, symbolised by the automobile, remains elusive for many women due to male influence. The analysis uncovers overlooked aspects of interwar Czechoslovak discourse, shedding light on women’s techno-imaginary and the limitations of everyday emancipation.