Throughout the twentieth century, women's magazines in the United States have socialized their readers to the “proper” expression of love and anger in marriage. Our analysis of a random sample of marital advice articles from 1900 to 1979 examines this cultural convergence of gender, marriage, and emotion. A qualitative analysis identifies techniques for socializing readers to the emotional culture of marriage and shows a historical change toward equating love with self-fulfillment and advocating the expression of anger. A quantitative analysis then specifies the timing of changes in emotion norms and showed an oscillation between modern and traditional norms that is related to waves of political liberation versus oppression. We discuss the relation between emotion norms and behavior and explore the effect of group conflict on the production of emotional culture. Emotion norms have become less rigid and more tolerant of diversity; but gender differences persist, and women are still responsible for maintaining intimate relationships. Historical trends in love and anger norms are nonlinear, not a continuous shift toward individualism, self-development, and free expression, as suggested by recent cultural theories.
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