Swedish Dads as a National Treasure: Consumer Culture at the Nexus of the State, Commerce, and Consumers

Susanna Molander, Jacob Östberg () and Ingeborg Astrid Kleppe ()
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Susanna Molander: The Stockholm School of Economics Institute for Research
Jacob Östberg: Stockholm University
Ingeborg Astrid Kleppe: Norwegian School of Economics

Chapter 6 in Nordic Consumer Culture, 2019, pp 119-146 from Springer

Abstract: Abstract 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.

Keywords: Fatherhood; Feminism; Ideology; Sweden (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-04933-1_6

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DOI: 10.1007/978-3-030-04933-1_6

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