The 1960s and 1970s saw a significant shift in the portrayal of mature women in entertainment. With the rise of counterculture and social change, women like Jane Fonda, Gloria Steinem, and Cher became icons of a new era of feminism and liberation. In film, actresses like Katharine Hepburn, Ingrid Bergman, and Diane Keaton continued to defy ageism and play complex, dynamic roles that showcased their talent and range.