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The view that changes in family life and employment are producing changes in girl's ambitions is supported by sociological research. The study of Sue Sharpe (1994) compared the results of interviews conducted with girls in the 1970s with results from the 1990s. In 1974 the girls that Sharpe interviewed had low aspirations and gave their priorities  as 'love, marriage, husbands, children and jobs' in that order. By the 1990s, this had changed and girls expressed a different order of priorities - careers and being able to support themsleves. Sharpe found that girls were more likely to see their future as an idependent woman with a career than one as being dependent on a husband. This is supported by a study conducted by Becky Francis who reported similar findings.

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-The Equal Pay Act 1970 makes it illegal to pay women less than men for work of equal value and the Sex Discrimination Act 1975 outlaws sex discrimination in the workplace.
-The proportion of women in employment has risen from 47% in 1959 to 70% in 2007. The growth of servoce sector and flexible working patterns have offered many opportunities fow women whilst traditional 'men' jobs have declined.
-Since 1975 the pay gap between men and women has fallen from 30% to 17%.
-Some women are nor breaking through the 'glass ceiling'- the invisible barrierthat keeps them out of higher level and mangerial roles.

These changes have encouraged girls their future in terms of paid work rather than as housewives.

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The increase in lone parent families now means that many women have to take on the breadwinner role, which creates a new adult role model for girls. To achieve this, women need well-paid jobs and good qualifications. Also increases in the divorce rate may suggest to girls that it is unwise to rely on a husband to provide.

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Feminism has raised women's expectations and self-esteem. These changes are partly reflected in media images and messages. This is reflected in Angela McRobbie's (1994) study. She compared magazines from the 1970s and from the 1990s. The ones from the 1970s stressed the importance of getting married and not being 'left on the shelf'. Whereas the magazines from the 1990s contained images of assertive and independent women. The impact of feminism affect girl's self-image with regard to careers and family life.