The earliest usage of the phrase that I could find in reference to romance fiction, as opposed to actual pornography, is from 1979, in an essay by Ann Snitow called "Mass Market Romance: Pornography for Women is Different."* Snitow was one of the earliest literary critics to look analytically at Harlequin romances, and one of the first to move beyond viewing genre romance as either a patriarchal opiate for the female masses or a rebellion against patriarchal restrictions.
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