Decades of Change - 1960-1980 The Rise of cultural and ethnic pluralism In 1966, 28 professional women, including Friedan, established the National Organization for Women (NOW) "to take action to bring American women into full participation in the mainstream of American society now." While NOW and similar feminist organizations boast of substantial memberships today, arguably they attained their greatest influence in the early 1970s, a time that also saw the journalist Gloria Steinem and several other women found Ms. magazine. They also spurred the formation of counter-feminist groups, often led by women, including most prominently the political activist Phyllis Schlafly. These groups typically argued for more “traditional” gender roles and opposed the proposed “Equal Rights” constitutional amendment. Passed by Congress in 1972, that amendment declared in part, "Equality of rights under
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