publication . Article . 2015

Golden everyday. Housewifely consumerism and the domestication of banks in 1960s Sweden

Husz, Orsi;
Open Access English
  • Published: 01 Jan 2015
  • Publisher: Uppsala universitet, Ekonomisk-historiska institutionen
  • Country: Norway
Abstract
The paper explores cultural historical and gender aspects of the financialisation of everyday life through a case study of an extensive Swedish bank campaign in the 1960s targeting women. I analyse the so called Golden Everyday conferences (1961-1969) as representations of popular finance and I focus on two questions: firstly how the financial identities for a broad population were constructed and enacted; and secondly, which role the bank adopted in relation to its (presumptive) clients. The development of retail banking has been roughly outlined in historical studies of banking, but the challenge faced by the banks, and their strategies for entangling finances...
Subjects
free text keywords: financialisation, banking, gender, consumerism, housewives, 1960s, Sweden, Economic History, Ekonomisk historia, History, Historia, Cultural Studies, Kulturstudier
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