| 1. |
- 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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| 4. |
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| 5. |
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| 6. |
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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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| 10. |
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| 11. |
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| 12. |
- Arnberg, Klara, 1979-
(författare)
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En ohejdad kommersialism? : Den pornografiska pressen och regleringen av pornografi i Sverige 1950-2000
- 2007
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Licentiatavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This licentiate thesis describes the Swedish pornography policy and how this policy affected the pornography industry. The main aim of the study is to survey the development of the Swedish porn industry 1950-2000 and to consider how it was imagined both as an industry, and as a commercialized form of sexuality. The focus is on the relationship between the pornography industry and the state, and to study this relationship, the thesis is divided into three different but related parts. The first part concerns the institutional settings with main focus on the abolition of censorship in 1971. The political debates about legalizing pornography are studied in order to ascertain how industry and its actors are conceptualized in this context. It also draws attention to why regulation of the industry was considered necessary in the first place, as well as the how changes in the legislation affected the economic development of the industry itself. The second part concerns the Swedish pornographic press. My purpose is to map out all publishing houses that produced pornographic magazines from 1950 to 2000, and to chart some aspects of their economic fortunes. The history of pornography and connections to technological change is also studied in terms of estimating the influence of the video breakthrough on sales figures and market strategies for the publishing houses that had to deal with this development. In the third part, I study the regulation in action, i.e. when the publishers of pornographic magazines are prosecuted. I analyze all of the pre-1971 prosecutions – that is, the prosecutions that took place before regulation was removed. Using these records, it is possible to determine how the regulation was implemented, what content was considered harmful, and how that changed over time. This material, that includes the preliminary investigations from the police, also shows how the pornography producers handle the institutional settings to escape responsibilities and punishment. In this thesis, I show that the pornography industry in Sweden has a complex and changing relationship to the state. Although pornography is unwanted by politicians during the period, pornography is allowed to publish pictures without any restriction on sexual content in the 1970s. The argument for the deregulation is that censorship is incompatible with a modern democratic and liberal state. Pornography serves as a modern dilemma when the phenomenon is viewed as incompatible with a modern society, conflicting with the goal of gender equality, and when a regulation is seen as incompatible with the idea of basic liberties in a modern democracy. When it comes to the industry it shows that, quite unexpected, a lot of companies are run by women or as family businesses. There are no empirical grounds for the claim that pornography is an all male industry then, at least not in the Swedish case. The study also shows that the Swedish pornography industry was well established before the law change.
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| 13. |
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| 14. |
- Arnberg, Klara, 1979-
(författare)
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For Men, by Men? Women's Business Activities in the Pornographic Press Compared to the Overall Publishing Industry in Sweden 1950–1972
- 2013
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Ingår i: NORA. - : Informa UK Limited. - 0803-8740 .- 1502-394X. ; 21:1, s. 21-40
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Tidskriftsartikel (refereegranskat)abstract
- This article focuses on women’s business positions in Swedish porn publishing from the 1950s to the 1970s, i.e. when pornography was legalized and when sexually explicit magazines made their commercial breakthrough. The research draws on statistical information on women’s entrepreneurial roles in the overall publishing industry, which is then compared with women’s agency in porn publishing. According to the findings, women seem to have had a slightly more central role in pornography than within the mainstream publishing industry. The analysis is also expanded with details about a few key female pornography entrepreneurs, tracing their publications and business strategies connected to the Freedom of the Press legislation. It is argued that women’s presence in pornographic print and in the overall publishing industry were in fact similar, with a high ratio of family businesses. Women’s entrepreneurship in pornography thus followed a more general historical pattern whereby women engaged in small-scale business with relatively low barriers to entry.
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| 15. |
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| 16. |
- Arnberg, Klara, 1979-, et al.
(författare)
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Gender and economic history in the Nordic countries
- 2022
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Ingår i: Scandinavian Economic History Review. - : Informa UK Limited. - 0358-5522 .- 1750-2837. ; 70:2, s. 113-122
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)
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| 17. |
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| 18. |
- Arnberg, Klara, 1979-
(författare)
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I princip fulländad? Den ovärdiga välfärden
- 2014
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Ingår i: Bang: feministisk kulturtidskrift. - Stockholm : Bang. - 1102-4593. ; :2, s. 49-53
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 19. |
- Arnberg, Klara, 1979-, et al.
(författare)
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Illegally blonde : swedish sin and pornography in U.S. and swedish imaginations, 1955-1971
- 2016
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Ingår i: Swedish cinema and the sexual revolution. - Jefferson, North Carolina : McFarland. - 9781476665443 - 9781476625010 ; , s. 185-200
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Bokkapitel (refereegranskat)abstract
- Swedish cinema became recognized for daring representations of sexuality with such films as One Summer of Happiness (1951), The Silence (1963), I am Curious (Yellow) (1967) and a wave of sex films in the late 1960s and 1970s. The association between Swedish film and sexuality shows up frequently in popular culture-from Taxi Driver to Mad Men, references to dirty Swedish movies abound. Yet the connection has attracted little critical attention. In this collection of new essays, Swedish and American scholars go beyond popular misconceptions to explore the origins, influences and reception of sexuality in Swedish cinema during the "sexual revolution" on both sides of the Atlantic. A broad range of topics are covered, from analyses of key films, to a behind-the-scenes study of the Swedish Film Institute, which played a significant role in opposing Swedish film censorship.
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| 20. |
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| 21. |
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| 22. |
- Arnberg, Klara, 1979-
(författare)
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Motsättningarnas marknad : Den pornografiska pressens kommersiella genombrott och regleringen av pornografi i Sverige 1950-1980
- 2010
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis analyses the development towards a mass market pornographic press. Sweden (in addition to Denmark) is often described as a forerunner in this development when the so-called “porn wave” hit most of the Western world in the late 1960s. The “porn wave” was the starting point of the contemporary pornographic press, which put sexually explicit pictures on the international market. Denmark was the first country in the world to decriminalize pornographic pictures in 1969 and Sweden followed in 1971. While previous research in Sweden often blames decriminalisation for the growth of the pornographic market, this thesis shows that the “porn wave” preceded the alteration of the Freedom of the press act and thus calls for a more multifaceted analysis of the development. Very few studies have been made about the development from an underground exclusive market of explicit pornography to a legal mass market. This thesis, however, makes a survey of all the Swedish publishers of pornographic magazines, their length on the market, and the market conditions. By analysing the regulation of pornography prior to 1971 and the legal cases leading to prosecutions of the publishers, the strategies used to challenge the regulation are traced. Special attention is also paid to how the monopoly on distribution held by Pressbyrån, a company owned by the Swedish press, affected the pornographic press. By cooperating and starting their own distribution channels, the pornography publishers managed to challenge Pressbyrån’s regulations. Great emphasis is laid on the discursive construction of pornography in mass media and in the parliamentary debates. This thesis argues that the antagonisms between the pornographic press and its critics are central in understanding how pornography was perceived and that these debates have decisively impacted the market conditions. Sensation-seeking articles in the evening papers, and the politicians’ liberal attitudes towards the pornographic press, made the market seem more open and lucrative. The resistance towards the establishment of a mass market and explicit pornographic press was strong during the whole period – but these critics used quite varying arguments. By analysing these arguments, this thesis shows how the pornographic press touched on sensitive cultural norms regarding marriage, young people’s sexuality, homosexuality, gender and love. The second half of the 1960s was a turning point in the development of the pornographic press, the discursive construction of pornography and in the political strategies used to combat pornography. In just a few years, the pornographic press grew substantially and started to publish explicit pictures of intercourse. In that same period, the construction of pornography went from a conservatively Christian understanding to a sexually liberal – and later to a feminist understanding of its problems. The government introduced a “porn raid” against the magazines, prosecuted many of them, and then paradoxically decriminalized pornography in 1971. Theoretically, the conclusion is made that pornography has to be seen in its historical context and in relation to its special market conditions. Since pornography continually has been a contested commodity, its controversial status has resulted in special regulations, marketing difficulties and lack of income from advertisements.
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| 23. |
- Arnberg, Klara, 1979-
(författare)
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Nationalräkenskapernas produktionsgräns och prostitutionen: En jämförelse mellan Nederländerna och Sverige
- 2006
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Rapport (övrigt vetenskapligt/konstnärligt)abstract
- Both Statistics Netherlands and Statistics Sweden have estimated value added in the illegal economy. According to the System of National Accounts 1993 all economic activities that are made by willingly engagement of buyers and sellers should be included in the national accounts. This paper provides a comparison between the two estimations of prostitution. By addressing theories on sexuality and prostitution the production boundary is discussed in relation to prostitution and unpaid household production and the question is raised if prostitution could be included in the historical national accounts.
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| 24. |
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| 25. |
- Arnberg, Klara, 1979-
(författare)
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Porrazzia!
- 2011
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Ingår i: Gaudeamus. - Stockholm : Stockholms högskolas studentförening. - 0016-5247. ; :1, s. 14-15
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Tidskriftsartikel (populärvet., debatt m.m.)
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| 26. |
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| 27. |
- Arnberg, Klara, 1979-
(författare)
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Selling the consumer : the marketing of advertising space in Sweden, ca. 1880-1939
- 2019
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Ingår i: Journal of Historical Research in Marketing. - 1755-750X .- 1755-7518. ; 11:2, s. 142-164
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Tidskriftsartikel (refereegranskat)abstract
- Purpose – By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand.Design/methodology/approach – Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period.Findings – The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically.Originality/value – The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.
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| 28. |
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| 29. |
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| 30. |
- Arnberg, Klara, 1979-
(författare)
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Synd på export : 1960-talets pornografiska press och den svenska synden
- 2009
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Ingår i: Historisk Tidskrift. - Stockholm : Svenska historiska föreningen. - 0345-469X .- 2002-4827. ; :3, s. 467-486
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Tidskriftsartikel (refereegranskat)abstract
- In this article the notion of ”Swedish sin” is traced in the Swedish pornography debate and in pornographic magazines with a focus on the 1960s. The connection between sexuality and Sweden, or the notion of ”Swedish sin”, began in an article in Time Magazine in 1955, and an international debate about the moral implications of the Swedish welfare state and of secularization followed. Sweden became an example of how socialist influenced politics and an excess of welfare affected morality. Furthermore, Swedish films also became increasingly famous abroad for its depictions of free love.Concerns about Sweden’s reputation in connection with sexuality were thus already established in the 1960s when in spite of existing obscenity regulations the pornographic publishing industry grew quickly. Pornographic magazines in Sweden also started to use the idea of Swedish sin as a kind of marketing tool, clearly directed to an international market.The Swedish pornographic press and its relation to an anxious society reflect how in the pornography debate nationality was connected to sexuality and gender. The article argues that the debate about pornography was based on strong heterosexual norms and a battle over the interpretation of what was to be termed normal sexuality. Behind the anxiousness about descriptions of Swedish women in sexual terms was also an underlying assumption about male sexuality and its impact on the profitability of the pornography industry.
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| 31. |
- Arnberg, Klara, 1979-
(författare)
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The courting of advertisers : The self-advertising of the Swedish press and its depiction of gendered and classed market segments, 1880-1939
- 2017
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Ingår i: Explorations in Globalization and Glocalization: Marketing History Through the Ages. - : CHARM Association. ; , s. 17-31
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Konferensbidrag (refereegranskat)abstract
- Purpose – The purpose of this paper is to analyze the press’ self-advertising to the advertisers in order to trace early divisions into market segments primarily based on gender and social class.Design/methodology/approach – Both qualitative and quantitative analysis are made in order to follow the changes of highlighted consumer groups in the ads. Also a qualitative intersectional analysis is made in order to se how notions of class and gender intersected.Research limitation/implications – This paper takes an overall perspective of market segmentation in relation to the press and tells less about different market segmentation strategies from single businesses point of view. The sectioning of the press is stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding the latter. Therefore the gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the political press needed to commercialize the political identities in order to attract advertisers and survive economically.
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| 32. |
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| 33. |
- Arnberg, Klara, 1979-
(författare)
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Under the counter, under the radar? : The business and regulation of the pornographic press in Sweden 1950- 1971
- 2012
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Ingår i: Enterprise & society. - : Oxford University Press. - 1467-2227 .- 1467-2235. ; 13:2, s. 350-377
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Tidskriftsartikel (refereegranskat)abstract
- In this article, the process leading to decriminalization of pornography in Sweden in 1971 is analyzed. The interplay between the structural institutional level and company behavior is stressed, with an emphasis on business strategies. The article shows that the division between hard-core and soft-core pornographic magazines in Sweden was quite different than the development in the United Kingdom and the United States. It also shows how the business strategies used by hard-core pornographers challenged the obscenity legislation and regulation of national distribution, making them obsolete. Even though there was fierce competition between the pornography companies, producers formed joint alternative distribution channels crucial to the survival of the industry.
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| 34. |
- Arnberg, Klara, 1979-, et al.
(författare)
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Under the Influence of Commercial Values : Neoliberalized Business-Consumer Relations in the Swedish Certification Market, 1988-2018
- 2023
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Ingår i: Enterprise & society. - : Cambridge University Press (CUP). - 1467-2227 .- 1467-2235. ; 24:3, s. 647-675
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Tidskriftsartikel (refereegranskat)abstract
- Since the 1990s, a new model for market control organized through tripartite standards regimes (TSR), has expanded globally and affected most market exchanges through standard-setting, accreditation, and certification. This article investigates business-consumer relations under this regime, with a specific focus on the functions of accreditation and certification. In our case study of Sweden, a new picture of consumer protection under late capitalism evolves. Seeing it as a form of neoliberalization, the article uncovers a transition between two regimes of control; from one built on a potential conflict between consumer and business interests, to one based on the assumption that business interests are beneficial for all parties. Although business interest was formulated as pleasing the consumer-or the customer-by both certification firms and the Swedish Accreditation Authority, in practice consumer interest as something worth protecting was made abstract in the era of the TSR.
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| 35. |
- Arnberg, Klara, 1979-, et al.
(författare)
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Wartime segmentation : Class, gender, and nation in the marketing of consumers, Sweden 1939-1945
- 2024
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Ingår i: Enterprise & society. - : Cambridge University Press. - 1467-2227 .- 1467-2235.
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Tidskriftsartikel (refereegranskat)abstract
- In line with recent research that regards the Second World War as a "defining moment" rather than a temporary disruption to the development of consumer societies, this paper explores how consumers were imagined in nonbelligerent Sweden. The main empirical source material consists of business-to-business advertisements from newspaper and magazine publishers aimed at potential advertisers. There, publishers portrayed their readers as suitable consumers, and, given that the division of the press constituted the main infrastructure for reaching different consumer groups, this is interpreted as a key to understanding market segmentation processes. The findings show how geographical, demographic, and psychological factors were considered in optimizing advertising influence and reaching classed and gendered target audiences. Although the segmentation process consolidated during the war, focusing on stable, large consumer groups, the imagined consumer also underwent fundamental changes, combating anxiety and despair through dreams of both future and present patriotic consumption.
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| 36. |
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| 37. |
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| 38. |
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| 39. |
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| 40. |
- Gustafsson, Tommy, 1969-, et al.
(författare)
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Moralpanik och lågkultur : Genus- och mediehistoriska analyser 1900-2012
- 2013. - 1
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Bok (övrigt vetenskapligt/konstnärligt)abstract
- Under hela 1900-talet har ny populärkultur ofta följts av moralpanik: en stark oro, rädsla och upprördhet. Filmkyssar, Stålmannentidningar och tv-spelsvåld har anklagats för kommersialisering, amerikanisering, sexualisering och våldsförhärligande.Den här boken skriver den svenska moralpanikens historia ur ett genusperspektiv, och förklarar hur lågkultur kopplats samman med klass, nationalitet och inte minst med föreställningen om den våldsamme pojken. Ett antal ingående analyser av debatterna om film, video, serietidningar och tv-och datorspel kastar nytt ljus över den kontinuerliga diskussionen om de kulturella normer som omger sex, våld och smak.
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| 41. |
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| 42. |
- Husz, Orsi, 1969-, et al.
(författare)
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From the great department store with love : window display and the transfer of commercial knowledge in early twentieth-century Sweden
- 2018
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Ingår i: History of Retailing and Consumption. - : Taylor & Francis. - 2373-518X .- 2373-5171. ; 4:2, s. 126-155
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Tidskriftsartikel (refereegranskat)abstract
- This article highlights the transfers and practical uses of the commercial knowledge of window dressing in early twentieth-century Sweden through the analysis of the professional career and family business of Oscar Lundkvist, Swedish display pioneer and former window dresser in chief of the largest and first Swedish department store, Nordiska Kompaniet. Building on rich source material including unique written and photographic documents from the Lundkvist family, educational material and trade journals, we show how the innovative and spectacular became ordinary and mundane in retail praxis. We argue that the emergence and professionalization of window display brought with it the dissemination and trivialization of the same practice. By focusing on not only the most conspicuous aspects and cultural meanings of window displays but also on the materials and competences involved, we explain how setting up the displays became an everyday commercial practice and how it was positioned between advertising and retail as well as between the artistic and the commercial.
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| 45. |
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