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Life studies are a rich source for further research on the role of the Afro‐American woman in society. They are especially useful to gain a better understanding of the Afro‐American experience and to show the joys, sorrows, needs, and ideals of the Afro‐American woman as she struggles from day to day.

First of two papers which investigate the factors that influence drycleaning performance of commercially available pigskin apparel. Examines two drycleaning solvents and two drycleaning treatments on two colours of pigskin suede and two interlinings. Latent defects were found related to hide selection and processing which may affect apparel performance and consumer satisfaction. When the bond between leather and interlining was permanent, variation in shrinkage was reduced but distortion of garment parts may occur because of differential shrinkage. Pilling of one interlining was so severe it would interfere with overall performance of garments. Manufacturer's recommendation for selection of interlining was not a reliable predictor of performance.

This paper uses the criteria for defining market segments by George Day to analyse older females as a market segment for well‐fitting clothing. This market can be identified by the physical characteristics of older females and their chronic dissatisfaction with ready‐to‐wear. The growing proportions of older consumers and their life expectancy render this market substantial and durable. Retail trade statistics and family expenditure surveys can be used to measure the market segment. Research pertaining to older females' behaviour towards clothing is limited; therefore, the distinctiveness of older females as a market segment for clothing is far from conclusive. Research implications include clothing expenditures and the behavioural dimension of older consumers.

Discusses three demographic currents in the shift from a youth‐oriented, to a middle‐aged mature society in the USA. This shift ‐ the Age Wave ‐ is based on the fact that the young population is shrinking, there is a growth in the number of those aged over 55, and “baby‐boomers” are now approaching middle age.

How we become a part of group, identify with the group, and acquire a “we” feeling is both simple and complex. We may absorb groupness either because we were born into the group, or because we have made a decision to choose membership into the group. In this subsection the former will be our focus, and since we have already broached the African American theme we will explain collective identity matters from this perspective.

The emergence of Barack Obama as the President of the United States is analyzed in the context of theories of racial and ethnic relations. While it is true that social science theory did not predict this event, it is also true that the President's election must be seen in a historical context that has seen only one nonwhite Anglo-Saxon Protestant elected to the highest office in the land. Put differently, the chapter addresses why is it that other white groups have not occupied the highest office in the land? The chapter introduces the concept of “segregated diversity” to capture the crisis of theorizing in race and ethnic relations. Harold Cruse's ideas are utilized to bring some degree of order and understanding of the present issues of America and the realities of segregated diversity.

While there is no question that women on movie screens are frequently eroticised, with countless shots of heaving bosoms or curvaceous rear ends, action stars do occasionally get a reprieve. Pam Grier, the first female action star, was not so lucky. While Grier's Amazonian status should be celebrated, the dark side of her career should also be noted as a cautionary tale of just how much misogyny and racism lurks behind Hollywood doors and intertwined into American cinema history. This chapter examines how Grier's career forces us to rethink both femininity and racism, as well as action films themselves.