Changing gender norms and household resource allocation

Traditional gender norms that assume gendered household resource allocation are persistent. What happens when society-wide gender norms begin to change? By collecting newspaper articles about feminism in the past 10 years in Korea and exploiting their region–year variations, we first provide evidence that an explosive increase in newspaper coverage of feminism after the mid-2010s caused a steep change toward egalitarian attitudes among women. Then, we construct a Bartik IV with the newspapers’ market shares and growth of the feminism-related articles to show that the change in women’s perceptions of gender norms induced by the media-influence affected both spouses’ time use in household labor and women’s welfare. The wives influenced by those articles substantially reduced their household labor and outsourced them to the market, while the husbands’ participation did not increase as much. The wives’ marital happiness was improved by replacing housework burdens with shared activities with their husbands.