The Image of Helena Rubinstein in the First Half of the 1940s as Portrayed in Selected Polonia Media: An Introduction to the Study.

Abstract

This preliminary study examines the media image of Helena Rubinstein in Polish-American media in New York during the first half of the 1940s. Despite numerous biographies, Rubinstein’s strong connections to her Polish and Jewish heritage remain largely unexplored in existing research. This article addresses this gap by analyzing Polish-language press (specifically Nowy Świat. The Polish Morning World and Tygodnik Polski. The Polish Weekly) and a radio broadcast from the period, utilizing both quantitative and qualitative methods. The research reveals that Rubinstein, born Chaja Rubinstein in Kraków (then Podgórze), actively
cultivated her public image through thousands of media communications since 1902. In the United States, particularly during World War II, her engagement with the Polish diaspora intensified. Between 1940 and 1945, Rubinstein appeared approximately 365 times in the two main Polish-American newspapers in New York, publishing advertisements, sponsored articles, and interviews. She also sponsored and occasionally hosted Polish-language radio programs on station WHOM, often featuring prominent Polish émigrés. The findings indicate a consistently positive
portrayal, emphasizing her expertise in beauty and her strong ties to Polish identity, often referring to her as “our compatriot” or “Polish expert.” Her Jewish background was not highlighted in these Polish-language sources; instead, she was sometimes presented in the context of Christian holidays. The study also notes differences in advertising strategies between the two newspapers, suggesting varied target audiences. This initial investigation highlights the significant role of Polish-American media in shaping Rubinstein’s public persona during a pivotal period and serves as a foundation for broader research into her complete media image in the United States.