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Swedish Business and the Political Radicalism of the 1960s: the Case of Advertising
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Economic History.
2011 (English)In: Aktörer och marknader i omvandling: Studier i företagandets historia tillägande Kersti Ullenhag / [ed] Fälting, Lars & Larsson, Mats & Petersson, Tom & Ågren, Karin, Uppsala: Acta Universitatis Upsaliensis , 2011, 94-109 p.Chapter in book (Other academic)
Abstract [en]

The polical radicalism of the 1960s confronted the  consesus politics of the corportist political economies of the West. The  new social movements (NSM) that arose at this time have been studied, but the reactions of the established interest groups to their emergence is largely unknown.

This study highlights how a number of Swedish business interest associations (BIA) repsonded to these groups, specifically to their critcism of advertising. The actions of the NSMs and the BIAs are contextualized within the  radicalization of the ruling labor movement, state consumer politics, and the increasing importance of mobilizing public opinion when trying to influence policy and regulations pertaining to advertising.

Offe's categories of "old politics vs. new politics" is used as ideal types, and Manin's analytical categories describing the historical development of modern democracy ( from "party democracy" to "audience democracy") is used as analytical tools.

The conflict over advertising took place during a transition from party democracy to audience democracy, which forced the BIAs to re-invent their strategies on influencing policy, devoting more effort in developing outside strategies in influencing public opinion. The NSM were no theat in themselves, but their media skills meant that they could influence both public opinion and the ruling labor movement, which risked leading to stricter advertising regulations. The initial efforts of the BIAs were not successful, but the experience can be seen as a starting point of the increased business activity in mobilizing public opinion which was spearheaded by peak business interest associations in the 1970s and 1980s.

Place, publisher, year, edition, pages
Uppsala: Acta Universitatis Upsaliensis , 2011. 94-109 p.
Uppsala Studies in Economic History, ISSN 0346-6493 ; 91
Keyword [en]
economic history, history, business history, political science, interest groups, political economy, new social movements, media studies, corporatism, advertising, marketing, advertising history, marketing history
Keyword [sv]
Ekonomisk historia, Historia, Statsvetenskap, intressegrupper, nya sociala rörelser, reklam, marknadsföring, reklamhistoria, marknadsföringshistoria, politisk ekonomi, massmedia, kommunikationsforskning, korporatism, opinionsbildning, företagshistoria
National Category
Economic History
Research subject
Economic History
URN: urn:nbn:se:uu:diva-154973ISBN: 978-91-554-8059-2 (print)OAI: diva2:422952
Available from: 2011-06-14 Created: 2011-06-14 Last updated: 2011-06-14Bibliographically approved

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Funke, Michael
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