商业素养的发展

IF 0.4 Q4 COMMUNICATION Media History Pub Date : 2022-06-06 DOI:10.1080/13688804.2022.2085084
Charlotte Nilsson
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引用次数: 0

摘要

本文考察了瑞典邮购目录在二十世纪初的日常生活和消费文化发展中的作用。该研究涉及邮购目录的实质性、内容和分布,以及它们在日常生活中的使用。瑞典主要邮购公司Åhlén&Holm及其受众的案例与国家背景无关,因为它表明了商业媒体的广泛传播和互动可以引发关键的社会变革,如消费文化的发展。除了目录和公司档案中的其他材料外,原始材料还包括对定性问卷的回复,以证明“来自下方的媒体历史”。结果表明,与Åhlén&Holm的媒介接触为观众提供了商业素养,这既需要从日常生活的经济、地理和社会限制中解放出来,也需要被限制在商业世界中。
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The Development of Commercial Literacy
This article examines the role of Swedish mail-order catalogues in the everyday life of the early twentieth century, and in the development of consumer culture. The study deals with the materiality, content and distribution of the mail-order catalogues as well as their use in everyday life. The case of Åhlén & Holm, a major Swedish mail-order company, and its audience is relevant beyond the national context, since it demonstrates how extensive distribution of and interaction with commercial media can induce a crucial societal change such as the development of consumer culture. Arguing for a ‘media history from below’, the source material consists of responses to a qualitative questionnaire, besides catalogues and other material from the company archive. The result shows that the mediated encounter with Åhlén & Holm provided its audience with a commercial literacy that entailed both an emancipation from the economic, geographical and social constraints of everyday life and a confinement in a commercial world.
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来源期刊
Media History
Media History COMMUNICATION-
CiteScore
1.00
自引率
25.00%
发文量
28
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