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2019 | OriginalPaper | Chapter

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

Authors : Susanna Molander, Jacob Östberg, Ingeborg Astrid Kleppe

Published in: Nordic Consumer Culture

Publisher: Springer International Publishing

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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.

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Title: Swedish Dads as a National Treasure: Consumer Culture at the Nexus of the State, Commerce, and Consumers
Authors: Susanna Molander
Jacob Östberg
Ingeborg Astrid Kleppe
Publisher: Springer International Publishing
Book: Nordic Consumer Culture
Print ISBN: 978-3-030-04932-4

Electronic ISBN: 978-3-030-04933-1

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-04933-1_6