Superfluous Women: Gender and Migration, 1919–1924

Abstract

This chapter examines early promotional and marketing strategies adopted by the Society during its early years of operation, a campaign that initially focused on convincing women of the necessity of emigration to serve patriotic and imperial ideals. The early campaign fluctuated between intimidation and invitation, alternately reminding the ‘surplus’ women that they were a burden in post-war Britain while appealing to their sense of adventure. The language of superfluity, however, attracted to ire of women’s labour groups and the potential migrants themselves, many of whom resented and rejected the suggestion that their labour was excessive. As a result, publicity shifted to focus on the professional opportunities emigration afforded women by 1922.