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By the 1960s and 1970s, mature women in entertainment and cinema began to face ageism and typecasting. Roles for women over 40 were limited, and they were often relegated to playing secondary characters, such as the "older, wiser woman" or the "doting mother." Actresses like Joan Crawford and Barbara Stanwyck, who had once been major stars, found themselves struggling to find meaningful roles. This trend continued well into the 1980s and 1990s, with women like Meryl Streep and Diane Keaton having to navigate a industry that seemed determined to pigeonhole them.