Language for work and work for language: linguistic aspirations in the marketing of domestic work

Abstract

Abstract Language inevitably plays a key part in the infrastructure of transnational domestic work. Many who work and have worked in the domestic sector in Sweden have Swedish as their second language. The object of this study is to investigate the ways in which this fact is reflected in the marketing of domestic work historically as well as currently. Drawing on two datasets – personal advertisements by job seekers published in a Swedish daily during the twentieth century, and corporate marketing by contemporary cleaning agencies – the study discusses how references not only to language competence, but also to prospective language learning are used in the marketing of domestic work. While the phenomenon of domestic work, especially when performed by migrants, has been a resilient space of upset in the Swedish society for the last hundred years, the article argues that references to language are used to navigate tensions.