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images of manliness and womanliness

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Journal Article

Technology and Gender in Swedish Agriculture: Masculinity and Femininity in Swedish Advertisements for Milking Machines from the 1920s through the 1950s

Mats Morell, Grey Osterud
Agricultural History (2024) 98 (3): 376–412.
DOI: https://doi.org/10.1215/00021482-11207141
Published: 01 August 2024
.... Manufacturers deliberately associated machine milking with images of masculinity. In the 1920s and 1930s, ads emphasized that both men and women could milk by machine. By the 1940s and 1950s, the ads depicted milking in an ungendered way, as a depersonalized technical process that was neither manly nor womanly...
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