23 nov 2019 - 1 mar 2020

Petra Hultman – Housework

Arbete i hemmet (2017) [housework] is a video montage and an installation of looping film sequences from Husmorsfilm AB (Housewife’s film ltd) during the years 1956-1961. Housewife’s films were educational advertising clips (infomercials) that were produced between 1951-1976 and shown for free at Swedish cinemas. The films mixed the latest scientific and technological findings with product placements and advertising aimed at modern housewives. Besides marketing products for the home, the films did also broadcast the ideology of the era, which was characterized by optimism and the pursuit of better conditions.