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1	Kärlek genom konsumtion : Lanseringen och legitimeringen av Alla Hjärtans dag i Sverige 1956–1971 / Love through Consumption : The Introduction of Valentine’s day in Sweden 1956–1971 Hållsten, Sofia January 2023 (has links) The aim of this study is to examine how the holiday Valentine’s day was introduced in Sweden during the 1950’s. The essay reviews the topic from the field of economic history, with focus on advertising history in Sweden during the first half of the 20th century. Valentine’s day has roots in English medieval traditions and a Roman legend from 270 but has no evidence of being celebrated in Sweden earlier than 1956, when the company Nordiska Kompaniet (NK) launched its first collection of Valentine’s day cards to be put on presents to give to your loved ones. In that sense, the Swedish form of celebrating Valentine’s day stems more from American pop culture and customs, which makes the analysis of Valentine’s day in Sweden fitting in the discourse on Americanization of the European advertising industry and culture. The study uses the definition of Americanization provided from Harm G. Schröter (2005), and reviews advertisements and commentary found in newspapers such as Dagens Nyheter and Svenska Dagbladet (1956–1971) from a narrative approach, described by Peter Hansen (2012). The research questions focus on how advertisements create meaning around the holiday Valentine’s day, and whether or not the introduction of the holiday in Sweden can be seen as a part of Americanization of the Swedish culture and advertising industry. The study found that advertisements for the holiday uses Swedish and European history, an emphasis on selling the feeling of gift giving and the strive for a modern lifestyle to create meaning around the holiday and a legitimate place in the Swedish calendar. The introduction of the holiday can also be seen as a part of Americanization of the Swedish advertisement industry, with examples as portraying the American celebration as an ideal and using American advertising techniques in the advertisements analyzed. Valentine’s day advertising history Americanization consumption commercialism Alla Hjärtans dag reklamhistoria NK amerikanisering konsumtion kommersialism Economic History Ekonomisk historia
2	Genus och kommersialismens historia - ett genusperspektiv på historieundervisningen Pettersson, Sofia January 2010 (has links) Syftet med detta arbete är att visa på hur man kan lyfta fram ett genusperspektiv i historieundervisningen och i historieläromedel. Denna studie är baserad på en statlig rapport som utkom år 2010. SOU-rapporten visar på ett alarmerande resultat kring genusuppdelningen i dagens läroböcker i historia. I merparten av böckerna är det fortfarande männens och de övre samhällsskiktens historia som berättas. Detta trots att det idag finns modern forskning att tillgå inom historieforskningen som berättar kvinnornas, barnens och den ordinära människans historia. I denna studie har jag i två olika klasser i grundskolans senare år utfört en enkätundersökning i syfte att se till hur elevernas uppfattning kring genusuppdelningen i läromedlen stämmer överens med det resultat som den statliga rapporten redovisar. Genom en pilotlektion kring kvinnornas 1900-talshistoria och ett temaarbete kopplat till 1900-talets reklam och kommersialismens historia, knutet till den ordinära människans historia, vill jag med denna studie visa på olika undervisningssätt som kan lyfta fram ett genusperspektiv på historien. Resultaten i enkätundersökningen visar framförallt på att flickorna efterlyser en mer genusinriktad och identifieringsbar historieundervisning i skolan idag. / The purpose of this essay is to show how a gender perspective in the teaching of history can be displayed as well as in history educational materials. This study is based on a report runned by the Swedish Government, which was published in 2010. It indicates an alarming result of gender segregation in today´s edcational materials. In the most of the books it is still the men´s history and the history of the upper class society which is being told. This is the given persective, despite the modern research of today which is available in historical research which tells the women, children och and the ordinary human history. In this study I have carried out a survey in two classes to exam´ine if the pupils´ opinion of gender segregation in the books agree with the report from the Government. I held a pilotlesson about the 20th century history of women and a thematic work connected to the 20th century advertising and the history of commersialism connected to the ordinary human history. I will in this study display the various ways of teaching, which can show a gender perspective on history. The results of the survey shows above all that the girls are searching for a more gender adjusted and a more identifiable history education in schools today. Genus i historieläromedel Identifikation Kommersialismens historia Reklamhistoria Temaarbete Gender in history textbooks Gender perspectives in historyteaching Identification Tematic work The history of advertising The history of commersialism Humanities and the Arts Humaniora och konst
3	Regulating a Controversy : Inside Stakeholder Strategies and Regime Transition in the Self-Regulation of Swedish Advertising 1950–1971 Funke, Michael January 2015 (has links) This thesis concerns the development of the self-regulation of advertising in Sweden from 1950 until 1971. Self-regulation was initiated in the 1930s due to a business desire to regulate fair competition in marketing, and while it initially was a minor operation, the 1950s and 1960s were characterized by extensive development. When self-regulation was overtaken by state policies in 1971, it included several interlocking systems, of which parts survived the introduction of the state regime. The thesis’ aim has been to analyze how the rapid regime transitions in the self-regulation regime can be understood. The existing literature identifies four major transitions that occurred during the studied time period. To understand them, the thesis has studied the policy processes leading up to these transitions. Focus has been on the business interest organizations that controlled the regime and their regulatory strategies. Theoretically, the analysis has departed from the hypothesis that tensions between these organizations, due to their members’ different market interests and varying levels of exposure to regulation and public badwill, to a significant degree informed their strategic choices as well as policy outcomes. The results show that the policy processes preceding the regime transitions were characterized by internal tensions, whereby organizations representing advertisers, and to a lesser degree media carriers, due to their members’ higher level of exposure to regulation and public badwill, successfully supported stronger market policing, while ad agencies, being less exposed, as well as a peak industry organization for the proliferation of marketing largely opposed such measures, preferring a more lenient regulation. However, due to increased exposure to regulation and bad will, the ad agencies finally abandoned their opposition and took the lead in regulatory innovation through the introduction of an extensive clearance program that survived the launch of the state regime, becoming a key component in the co-regulatory structure that followed. advertising advertising criticism advertising regulation advertising history advertising industry affluent society business business associations business history business interest organizations business studies competition consumer consumer politics consumer history consumerism co-regulation corporatism economic history history interest groups market regulation marketing marketing history marketing regulation marketer policy studies policy process political economy political science postwar regime regulation theory self-regulation market self-regulation self-regulation history stakeholder Sweden efterkrigstiden ekonomisk historia företagsekonomi företagshistoria historia intressegrupper konsumentfrågor konsumentpolitik konsumenthistoria konsumenträtt korporatism lagstiftning marknad marknadsföring marknadsföringshistoria marknadsregleringar marknadsrätt näringslivet näringslivsorganisationer politisk ekonomi regleringar regleringsteori reklam reklambranschen reklamhistoria rättshistoria samhällsvetenskap samreglering självreglering socialdemokratin statsvetenskap Sverige

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