 Mad women: gendered divisions in the Swedish advertising industry, 1930–2012Klara Arnberg and Jonatan Svanlund Business History, 2017, vol. 59, issue 2, 268-291 Abstract: 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. Date: 2017 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:bushst:v:59:y:2017:i:2:p:268-291 Ordering information: This journal article can be ordered from DOI: 10.1080/00076791.2016.1182158 Access Statistics for this article Business History is currently edited by Professor John Wilson and Professor Steven Toms More articles in Business History from Taylor & Francis Journals |
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