The Development of Commercial Literacy: Mail-Order Catalogues and Their Use in Early Twentieth-Century Sweden

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