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Transforming Gender and Family Relations

How Active Labour Market Policies Shaped the Dual Earner Model

Åsa Lundqvist

This book is about how the activation of women into paid work was accomplished. It looks at the ideational grounds and the concrete measures that created the conditions for increasing the employment ratio of women, and thus also a farewell to male breadwinning.
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Chapter 5: Activation through information and persuasion

How Active Labour Market Policies Shaped the Dual Earner Model

Åsa Lundqvist

Extract

The AMS understood early on the importance of effective information and public outreach via the fast-growing media. Informing the public and shaping public opinion were meant not only to attract women to the labour market but also to influence and persuade the population to change their attitudes towards the prevailing housewife ideal. A number of such opinion-shaping campaigns and experiments are addressed in Chapter 5. First, the radio series Hemmafru byter yrke [The housewife switches jobs] is analysed. The programmes were meant to inform women about labour market conditions, various career choices and training opportunities. The chapter continues with an analysis of the activities (including experiments) carried out by a body established in 1965, the Working Group for Increased Labour Market Information to Families. The group informed women and families across the country about the possibilities of gainful employment.

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