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  • 1.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Before the Scandinavian ‘porn wave’: the business and regulations of magazines considered obscene in Sweden, 1910–19502017Inngår i: Porn Studies, ISSN 2326-8751, E-ISSN 2326-8743, Vol. 4, nr 1, s. 4-22Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    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.

  • 2.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Beyond Mrs consumer: competing femininities in Swedish advertising trade publications, 1900–19392018Inngår i: Scandinavian Economic History Review, ISSN 0358-5522, E-ISSN 1750-2837, Vol. 66, nr 2, s. 153-169Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    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.

  • 3.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    For Men, by Men? Women's Business Activities in the Pornographic Press Compared to the Overall Publishing Industry in Sweden 1950–19722013Inngår i: NORA: Nordic Journal of Feminist and Gender Research, ISSN 0803-8740, E-ISSN 1502-394X, Vol. 21, nr 1, s. 21-40Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    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.

  • 4.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    För vänskaps skull: kommentar till Kristina Ahlmark-Michanek, Jungfrutro och dubbelmoral2012Inngår i: Könspolitiska nyckeltexter, 2: Från befolkningskris till talibantal 1930-2002 / [ed] Klara Arnberg, Fia Sundevall, David Tjeder, Göteborg: Makadam Förlag, 2012, s. 110-114Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 5.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    I princip fulländad? Den ovärdiga välfärden2014Inngår i: Bang: feministisk kulturtidskrift, ISSN 1102-4593, nr 2, s. 49-53Artikkel i tidsskrift (Annet (populærvitenskap, debatt, mm))
  • 6.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Mellan organisationspress och sensationell nakenhet: Nudist- och naturistpressen i Sverige 1951-19682012Inngår i: Presshistorisk årsbok 2012 / [ed] Ellinor Melander, Vällingby: Svensk Presshistorisk Förening , 2012, s. 141-162Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 7.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Rätten till privatlivet och moralen bakom omoralen i svensk press 1920-19802017Inngår i: Scandia, ISSN 0036-5483, Vol. 83, nr 2, s. 134-136Artikkel, omtale (Annet vitenskapelig)
  • 8.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Selling the consumer: the marketing of advertising space in Sweden, ca. 1880-19392019Inngår i: Journal of Historical Research in Marketing, ISSN 1755-750X, E-ISSN 1755-7518, Vol. 11, nr 2, s. 142-164Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    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.

  • 9.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Sex utan kärlek: Kommentar till Kristina Ahlmark-Michanek, Jungfrutro och dubbelmoral2019Inngår i: Könspolitiska nyckeltexter: från Det går an till #metoo, Göteborg: Makadam Förlag, 2019, 2, s. 324-328Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 10.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    The courting of advertisers: The self-advertising of the Swedish press and its depiction of gendered and classed market segments, 1880-19392017Inngår i: 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, s. 17-31Konferansepaper (Fagfellevurdert)
    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.

  • 11.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Under the Counter, Under the Radar?: The Business and Regulation of the Pornographic Press in Sweden 1950-19712012Inngår i: Enterprise & society, ISSN 1467-2227, E-ISSN 1467-2235, Vol. 13, nr 2, s. 350-377Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    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.

  • 12.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Husz, Orsi
    From the great department store with love: Window display and the transfer of commercial knowledge in early twentieth-century Sweden2018Inngår i: History of Retailing and Consumption, ISSN 2373-518X, E-ISSN 2373-5171, Vol. 4, nr 2, s. 126-155Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    This article highlights the transfers and practical uses of thecommercial knowledge of window dressing in early twentieth-century Sweden through the analysis of the professional careerand family business of Oscar Lundkvist, Swedish display pioneerand former window dresser in chief of the largest and firstSwedish department store,Nordiska Kompaniet. Building on richsource material including unique written and photographicdocuments from the Lundkvist family, educational material andtrade journals, we show how the innovative and spectacularbecame ordinary and mundane in retail praxis. We argue that theemergence and professionalization of window display broughtwith it the dissemination and trivialization of the same practice.By focusing on not only the most conspicuous aspects andcultural meanings of window displays but also on the materialsand competences involved, we explain how setting up thedisplays became an everyday commercial practice and how it waspositioned between advertising and retail as well as between theartistic and the commercial.

  • 13.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Larsson, Mariah
    Stockholms universitet, Humanistiska fakulteten, Institutionen för mediestudier.
    Benefits of the in-between: Swedish men’s magazines and sex films 1965–19752014Inngår i: Sexuality & Culture, ISSN 1095-5143, E-ISSN 1936-4822, Vol. 18, nr 2, s. 310-330Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    This article analyzes a content-based market position that developed during the mid-1960s, situated in-between the pornographic and the accepted. By studying Swedish men’s magazines and sex films from the time period, the argument is made that these media products profited from both the advantages of pornography, i.e., more or less sexual explicit images, and the advantages of the accepted, i.e., common distribution channels, the possibility of having regular advertising and placards and being sold in ordinary kiosks (for magazines) and shown at ordinary cinemas (for films). For some years, this balancing act between the accepted and the pornographic was maintained, and the genre became enormously popular. From the mid-1970s onward, however, the division between pornography and accepted media became more clear-cut. The critique against pornography and the in-between media products intensified, and the uncertainty about pornography’s future role after the legalization in 1971 was followed by new ways of separating the pornographic from the accepted. While there were some differences between the two media formats, such as their degree of internationalization and the importance of advertising, they shared much in terms of content formulas and used the same female actors and models. It is argued that both formal regulations and the informal norms of gender and sexuality at the time and their change throughout the 1970s are key for understanding the development and the disappearance of the in-between genre.

  • 14.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Larsson, Mariah
    Stockholms universitet, Humanistiska fakulteten, Institutionen för mediestudier.
    Sexualskildringar inför lagen: kommentar till pornografianklagelser2015Inngår i: Sexualpolitiska nyckeltexter / [ed] Pia Laskar, Klara Arnberg och Fia Sundevall, Stockholm: Leopard förlag , 2015Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 15.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Laskar, Pia
    Sundevall, Fia
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Sexualpolitisk historia genom nyckeltexter, 1608-20102015Inngår i: Sexualpolitiska nyckeltexter / [ed] Klara Arnberg, Pia Laskar & Fia Sundevall, Stockholm: Leopard förlag , 2015Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 16.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Marklund, Carl
    Centre for Baltic and East European Studies (CBEES), Södertörns högskola.
    Illegally blonde: swedish sin and pornography in U.S. and swedish imaginations, 1955-19712016Inngår i: Swedish cinema and the sexual revolution: critical essays / [ed] Elisabet Björklund and Mariah Larsson, Jefferson, North Carolina: McFarland, 2016, s. 185-200Kapittel i bok, del av antologi (Fagfellevurdert)
    Abstract [en]

    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.

  • 17.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Pia, LaskarSundevall, FiaStockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Sexualpolitiska nyckeltexter2015Collection/Antologi (Annet vitenskapelig)
  • 18.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Sundevall, Fia
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    En maskulin kulturvärld på utdöende?: Introduktion till Könspolitiska nyckeltexter2019Inngår i: Könspolitiska nyckeltexter: Från Det går an till #metoo / [ed] Klara Arnberg, Fia Sundevall, David Tjeder, Göteborg: Makadam Förlag, 2019, 2, s. 19-25Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 19.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Sundevall, Fia
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Tjeder, David
    Stockholms universitet, Humanistiska fakulteten, Historiska institutionen.
    Folkhem och uppror: könspolitiska nyckeltexter 1930–20102012Inngår i: Könspolitiska nyckeltexter II: Från befolkningskris till talibantal, 1930-2002 / [ed] Arnberg, Klara; Sundevall, Fia & Tjeder, David, Göteborg: Makadam Förlag, 2012, s. 12-25Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 20.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Sundevall, FiaStockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.Tjeder, DavidStockholms universitet, Humanistiska fakulteten, Historiska institutionen.
    Könspolitiska nyckeltexter: Del 1, Från äktenskapskritik till sexualupplysning, 1839-19302012Collection/Antologi (Annet vitenskapelig)
  • 21.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Sundevall, FiaStockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.Tjeder, DavidStockholms universitet, Humanistiska fakulteten, Historiska institutionen.
    Könspolitiska nyckeltexter: Del 2, Från befolkningskris till talibantal 1930-20022012Collection/Antologi (Annet vitenskapelig)
  • 22.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Sundevall, FiaStockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.Tjeder, David
    Könspolitiska nyckeltexter: från Det går an till #metoo2019Collection/Antologi (Annet vitenskapelig)
    Abstract [sv]

    Könspolitiska nyckeltexter är en mångfacetterad introduktion till svensk genushistoria. Genom ett pärlband av originaltexter, från C.J.L. Almqvists roman Det går an 1839 till #metoouppropen 2017, ges en fördjupad förståelse av hur kön har diskuterats, politiserats och iscensatts under nästan 200 år. Varje nyckeltext är kommenterad och analyserad av en forskare.

    Arbete, sexuella rättigheter, familjeliv, diskriminering, våld, försörjning, värnplikt, rösträtt, preventivmedel, skönhet och barnomsorg är några exempel på de många frågor som behandlas i boken, nu i omarbetad och utvidgad upplaga.

  • 23.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Sundevall, Fia
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Tjeder, David
    Stockholms universitet, Humanistiska fakulteten, Historiska institutionen.
    Äktenskapsdebatt och rösträttskamp: könspolitiska nyckeltexter 1830–19302012Inngår i: Könspolitiska nyckeltexter I: Från äktenskapskritik till sexualupplysning, 1839-1930 / [ed] Arnberg, Klara; Sundevall, Fia & Tjeder, David, Göteborg: Makadam Förlag, 2012, s. 12-26Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 24.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Svanlund, Jonatan
    Mad women: gendered divisions in the Swedish advertising industry, 1930–20122017Inngår i: Business History, ISSN 0007-6791, E-ISSN 1743-7938, Vol. 59, nr 2, s. 268-291Artikkel i tidsskrift (Fagfellevurdert)
    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.

  • 25.
    Arnberg, Klara
    et al.
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Tolvhed, Helena
    Stockholms universitet, Humanistiska fakulteten, Historiska institutionen.
    Nya plattformar för könspolitik: Kommentar till vittnesmål på sociala medier2019Inngår i: Könspolitiska nyckeltexter: från Det går an till #metoo / [ed] Klara Arnberg, Fia Sundevall, David Tjeder, Göteborg: Makadam Förlag, 2019, 2, s. 499-506Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 26.
    Gustafsson, Tommy
    et al.
    Linnéuniversitetet.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Moralpanik och lågkultur: genus- och mediehistoriska analyser 1900-20122013Bok (Annet vitenskapelig)
  • 27.
    Larsson, Mariah
    et al.
    Stockholms universitet, Humanistiska fakulteten, Institutionen för mediestudier.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Ekonomisk-historiska institutionen.
    Pornografianklagelser2015Inngår i: Sexualpolitiska nyckeltexter / [ed] Klara Arnberg, Pia Laskar, Fia Sundevall, Stockholm: Leopard förlag , 2015, s. 207-227Kapittel i bok, del av antologi (Annet vitenskapelig)
  • 28.
    Tolvhed, Helena
    et al.
    Stockholms universitet, Humanistiska fakulteten, Historiska institutionen.
    Arnberg, Klara
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Institutionen för ekonomisk historia och internationella relationer.
    Vittnesmål på sociala medier: @svart kvinna och #metoo2019Inngår i: Könspolitiska nyckeltexter: Från Det går an till #metoo / [ed] Klara Arnberg, Fia Sundevall, David Tjeder, Göteborg: Makadam Förlag, 2019, 2, s. 499-506Kapittel i bok, del av antologi (Annet vitenskapelig)
1 - 28 of 28
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