Skip to main content Accessibility help
×
Home
Hostname: page-component-56f9d74cfd-h5t46 Total loading time: 0.198 Render date: 2022-06-25T14:24:49.649Z Has data issue: true Feature Flags: { "shouldUseShareProductTool": true, "shouldUseHypothesis": true, "isUnsiloEnabled": true, "useRatesEcommerce": false, "useNewApi": true }

1 - The Housewife, Film, Television, and the Quiz Show Nerd

Published online by Cambridge University Press:  20 January 2022

Get access

Summary

Abstract

Chapter 1 analyses the Swedish social democratic, third-way vision of state, commercial, and cooperative interests acting in harmony, through the examples of TV Boman and Housewives’ Films, and examines how a small but growing consumer-oriented industry sector navigated though the Swedish media ecology with a public service broadcast media lacking commercial alternatives.

Keywords: housewife, television, public service, welfare state

In the 1950s, the largest household appliance company in Sweden was Electrolux. It was created by Axel Wenner-Gren in 1919 to sell modern vacuum cleaners and later on refrigerators, and it soon became a pioneer in sales directly to homes. Its reputation as a company that offered the best in customer service endured for decades. During the immediate years after the end of World War II, the company ceased advertising its products (with the exception of vacuum cleaners and floor polishers) due to an unstable production situation. Electrolux restarted its advertising and marketing work in the early 1950s at the trade and customer goods fairs around the country. Among the products that were marketed in this new start was a combined vacuum cleaner and polisher for floors, furniture, and even for the car.

One of the most popular television shows in the first years of television in Sweden was Kvitt eller dubbelt – tiotusenkronorsfrågan, the Swedish version of the popular American quiz show The $64,000 Question. One of the first winners, on the topic of “world history,” was Kjell Boman, a 55-year-old “sympathetic, slightly curly grey haired” clerk at Electrolux's sales department in Stockholm, recently early retired due to his rheumatoid arthritis. In the eyes of his colleagues, Boman was a humble and easy-going person and a welcome player in the Electrolux bridge club (he even participated in the Friday bridge game the day before the quiz show finale). As a winner of the contest he received a significant sum of money, a car, and a Turkish mat. It was certainly important for an early retired clerk, although he did not approve of the tabloids’ stories of him as poor.

I do not think I’m buying a TV, says the TV star when we ask how he plans to spend the money. I think TV is quite underwhelming. I have not yet received any information about my trip to Italy.

Type
Chapter
Information
Publisher: Amsterdam University Press
Print publication year: 2021

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

Save book to Kindle

To save this book to your Kindle, first ensure coreplatform@cambridge.org is added to your Approved Personal Document E-mail List under your Personal Document Settings on the Manage Your Content and Devices page of your Amazon account. Then enter the ‘name’ part of your Kindle email address below. Find out more about saving to your Kindle.

Note you can select to save to either the @free.kindle.com or @kindle.com variations. ‘@free.kindle.com’ emails are free but can only be saved to your device when it is connected to wi-fi. ‘@kindle.com’ emails can be delivered even when you are not connected to wi-fi, but note that service fees apply.

Find out more about the Kindle Personal Document Service.

Available formats
×

Save book to Dropbox

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Dropbox.

Available formats
×

Save book to Google Drive

To save content items to your account, please confirm that you agree to abide by our usage policies. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Find out more about saving content to Google Drive.

Available formats
×