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- Arnberg, Klara, 1979-, et al.
(författare)
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Mad women : gendered divisions in the Swedish advertising industry, 1930–2012
- 2017
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Ingår i: Business History. - Abingdon : Routledge. - 0007-6791 .- 1743-7938. ; 59:2, s. 268-291
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Tidskriftsartikel (refereegranskat)abstract
- This article constitutes a first attempt to systematically map the presence of women in the greatly changing Swedish advertising industry since 1930. The overarching aim of the study is to analyse how the gendered divisions of labour and business changed in relation to both business structure and the overall labour market in Sweden. While we conclude that women constituted around 40–50% of the workforce over time, we see an increase in the shares of women in higher positions and in women who were self-employed and managers. This upturn, however, stabilised during the 1990s. We argue that the changes in gendered divisions of labour and business coincided with a fast-changing business structure. First, the old cartel broke down in the mid-1960s. Then, the number of firms increased quickly during the 1970s and 1980s, and the market share for the largest firms declined. This, in turn, meant new business opportunities for women at the same time as their overall labour market participation increased. The article stresses the importance of both acknowledging women’s presence in the industry development as well as the structures constituting gender divisions.
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| 2. |
- Arnberg, Klara, 1979-, et al.
(författare)
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På hemmafronten intet nytt : Kommersiell kvinnlighet under svensk beredskap, 1939–1945
- 2021
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Ingår i: Historisk Tidskrift. - 0345-469X .- 2002-4827. ; 141:3, s. 476-509
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Tidskriftsartikel (refereegranskat)abstract
- The article studies commercial actors and advertisements in the Swedish weekly press in order to trace how the transformed gender roles during the Second World War were handled and negotiated in the commercial sphere. Two key dimensions of consumer society constitute the objects of study: 1) the weekly press’ and advertising industry’s actions and promotion of the role of female consumers during the war; and 2) how commercial advertisements represented female consumers. The weeklies we study, Svensk damtidning, Hemmets Veckotidning and Vecko-revyn reached national readerships and were directed towards households and especially women. The paper concludes that although women were described as essential to national defenseby keeping up home front morale, the war was largely absent in the advertisements. Instead, the latter tended to remind consumers of peacetime affluence and family-based gender ideals. This meant that while many women’s everyday lives changed dramatically as a consequence of national wartime mobilization, their desires were commercially channeled just as they had been in peacetime: toward looking after their appearance, caring for the household and choosing the right consumer goods.
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| 3. |
- Arnberg, Klara, 1979-, et al.
(författare)
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På hemmafronten intet nytt : Kommersiell kvinnlighet under svensk beredskap, 1939-1945
- 2021
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Ingår i: Historisk Tidskrift. - : Svenska Historiska Föreningen. - 0345-469X .- 2002-4827. ; 141:3, s. 476-509
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Tidskriftsartikel (refereegranskat)abstract
- I denna artikel studerar vi konstruktionen av kvinnliga konsumenter i andra världskrigets svenska nationella mobilisering. Analysen bygger på en studie av reklam- och veckopressbranschernas aktörer, liksom av annonser i veckopressen. Vi visar hur dessa kommersiella aktörer aktivt riktade sina budskap till olika grup-per av kvinnor, samt hur kvinnor uppmanades att göra sin plikt gentemot nationen genom att upprätthålla vardagen och fortsätta konsumera. Trots stora förändring-ar i människors liv, var till synes intet nytt på den kommersiella hemmafronten.
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| 7. |
- Arnberg, Klara, 1979-
(författare)
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Before the Scandinavian ‘porn wave’ : the business and regulations of magazines considered obscene in Sweden, 1910–1950
- 2017
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Ingår i: Porn Studies. - : Informa UK Limited. - 2326-8751 .- 2326-8743. ; 4:1, s. 4-22
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Tidskriftsartikel (refereegranskat)abstract
- In this article, the Swedish market for magazines considered obscene (by authorities, distributors, retailers, etc.) is analyzed, with a focus on the first half of the twentieth century. Obscene content was combatted with several recurrent strategies by popular movements, the joint daily press, distributors and retailers, in addition to Freedom of the Press cases. However, once the consensus about the problem of pornography had been broken, during which time pornographers found ways to circumvent these strategies, a pornographic market was able to develop. The magazines that were considered obscene had different sub-genres: humorous and satirical (in the 1910s and 1920s), sex education (in the 1930s), nudism (1930s onwards) and pin-up (1940s onwards). All of the magazines in various ways distanced themselves from pornographic or sexual commercialism, but were nonetheless treated as part of it. Later, Sweden became one of the ‘forerunners’ in developing a market for pornography. This article traces the prehistory of this development and elaborates on the circumstances that prevented the market from developing earlier on. The argument is made that the restrictions were more connected to corporatist-related regulations concerning retail and distribution than to legal actions.
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| 8. |
- Arnberg, Klara, 1979-
(författare)
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Beyond Mrs consumer : competing femininities in Swedish advertising trade publications, 1900–1939
- 2018
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Ingår i: Scandinavian Economic History Review. - : Informa UK Limited. - 0358-5522 .- 1750-2837. ; 66:2, s. 153-169
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Tidskriftsartikel (refereegranskat)abstract
- This article follows the discussion on female consumers in Swedish advertising journals and handbooks. The aim is to problematise the gendered aspects of Swedish consumer and early advertising history, by studying how the notion of the female consumer intersected with notions of social class, marital status and sexuality. The article also closes in on the persons who were invited to embody the consuming women and what kind of interests they represented. The article concludes that, from the start of the twentieth century, gender and class was prevalent in the advertising literature. The married woman was also from the start seen as the head of the consuming family. Therefore, reaching her through advertising became key for facilitating the relations between producer and consumer. With time, different women's organisations, the weekly press, and new theories of advertising from the US addressing the notion of 'Mrs Consumer' came to influence the Swedish advertising trade press. The result became the favouring of a certain kind of middle class, urban and rational kind of femininity, strongly connected to homemaking and women's roles in purchasing for the family. However, this femininity also paralleled notions of 'the flapper' and the professional woman.
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| 9. |
- Arnberg, Klara, 1979-
(författare)
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Capital of sex : pornography sales in Stockholm, 1965–1985
- 2021
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Ingår i: Porn Studies. - : Informa UK Limited. - 2326-8751 .- 2326-8743. ; 9:1, s. 56-81
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Tidskriftsartikel (refereegranskat)abstract
- This article demonstrates how Stockholm's reputation as the capital of sex attracted tourists and business alike during the sexual revolution. It follows the rise and decline of the ‘porn street’ Klara norra kyrkogata, and how it was liberally seen and handled by the police as a ‘free zone for pornography’. The article maps porn commerce on this street and in Stockholm city at large shortly before and after the legalization of pornography in 1971. For almost a decade, pornography was part of the accepted economy and could market business in ordinary newspapers. However, all of this changed with increasing resistance and protests against pornography from various groups in the 1970s and some re-regulations of porn in the 1980s. Then porn retailers were evicted, and Klara norra kyrkogata was cleaned up and reconstructed, instead turning into a ‘porn-free zone’ in the late 1980s, in accordance with outspoken political visions.
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