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Swedish Dads as a National Treasure: Consumer Culture at the Nexus of the State, Commerce, and Consumers
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.ORCID iD: 0000-0001-5447-3661
2019 (English)In: Nordic consumer culture: state, market and consumers / [ed] Søren Askegaard, Jacob Östberg, Cham, Switzerland: Palgrave Macmillan, 2019, p. 119-146Chapter in book (Refereed)
Abstract [en]

Molander, Östberg, and Kleppe uses the case of fatherhood in Sweden to illustrate how consumer culture evolves at the nexus of the (welfare) state, individual consumers’ lived lives, and companies’ marketing activities. The chapter thereby implicitly draws on the idea of statist individualism, whereby the Swedish state’s feminist agenda attempts to liberate both mothers and fathers from their traditional roles. This freedom, however, should not be confused for some sort of anarchy where anything is allowed. Instead, the freedom is highly regulated by various actors who both prescribe and capitalize on particular modes of being a progressive father.

Place, publisher, year, edition, pages
Cham, Switzerland: Palgrave Macmillan, 2019. p. 119-146
Keywords [en]
Fatherhood, Feminism, Ideology, Sweden
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-178415DOI: 10.1007/978-3-030-04933-1_6ISBN: 9783030049324 (print)ISBN: 9783030049331 (electronic)OAI: oai:DiVA.org:su-178415DiVA, id: diva2:1388886
Available from: 2020-01-28 Created: 2020-01-28 Last updated: 2020-01-29Bibliographically approved

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