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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
Stockholm University, Faculty of Social Sciences, Department of Economic History.
2017 (English)In: Explorations in Globalization and Glocalization: Marketing History Through the Ages: Proceedings of the 18th Biennial Conference on Historical Analysis and Research in Marketing (CHARM) / [ed] Ann-Marie Kennedy, CHARM Association , 2017, Vol. 18, p. 17-31Conference paper, Published paper (Refereed)
Abstract [en]

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.

Place, publisher, year, edition, pages
CHARM Association , 2017. Vol. 18, p. 17-31
Keywords [en]
market segmentation, gender, class, Sweden, press history
National Category
Economic History
Research subject
Economic History
Identifiers
URN: urn:nbn:se:su:diva-150538OAI: oai:DiVA.org:su-150538DiVA, id: diva2:1168977
Conference
18th Biennial Conference on Historical Analysis and Research in Marketing (CHARM), Liverpool, England, U.K., June 1 - 4, 2017
Projects
Mad Women: Genus- och sexualitetsperspektiv på reklam och marknadsföring i Sverige 1850-2010
Funder
Forte, Swedish Research Council for Health, Working Life and Welfare, 2011-0496Available from: 2017-12-22 Created: 2017-12-22 Last updated: 2018-02-28Bibliographically 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