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Mad women: gendered divisions in the Swedish advertising industry, 1930–2012
Stockholm University, Faculty of Social Sciences, Department of Economic History.
2017 (English)In: Business History, ISSN 0007-6791, E-ISSN 1743-7938, Vol. 59, no 2, 268-291 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2017. Vol. 59, no 2, 268-291 p.
Keyword [en]
Gendered division of labour, business structure, gender history, history of advertising, advertising industry, Sweden, business history, self-employment
National Category
Economic History
Research subject
Economic History
Identifiers
URN: urn:nbn:se:su:diva-138767DOI: 10.1080/00076791.2016.1182158ISI: 000396833400006OAI: oai:DiVA.org:su-138767DiVA: diva2:1068690
Projects
Mad Women: Genus- och sexualitetsperspektiv på reklam och marknadsföring i Sverige 1850-2010 (Forte)
Funder
Forte, Swedish Research Council for Health, Working Life and Welfare, 2011-0496
Available from: 2017-01-26 Created: 2017-01-26 Last updated: 2017-04-03Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf