ABSTRACT In this paper, the role and significance of opinion-shaping and persuasion activities are explored through an analysis of the activation of women in the Swedish labour market in the 1960s, highlighting the ways in which gender equality ideals became infused in these activities through a process of ‘transformative state feminism’. The analysis draws on qualitative data including archival material and interviews. Activation policies in the 1960s emphasised the ideology of full employment including the importance of increasing women’s participation in paid work, hence paving the way for a dual-earner family model. The concrete measures associated with implementation of such policies were carried out by the National Labour Market Board (AMS), and included retraining and advanced training courses but also a number of innovative opinion-shaping activities. Two of these are analysed in this paper: a radio series called ‘Housewife switches job’ and the establishment of a so-called ‘activation inspector’. Following this analysis, the underlying ideas permeating such opinion-shaping activities and the actors who infused ideals of gender equality into the process are examined. In conclusion, lessons for the ongoing transformation of traditional gender relations and prospects for future advances in gender equality are discussed.

中文翻译：

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说服政治。1960-1970年在瑞典开展的舆论交流活动和性别平等

摘要本文通过对1960年代瑞典劳动力市场中妇女的激活进行分析，探讨了意见形成和说服活动的作用和重要性，并通过分析强调了将性别平等理想注入这些活动的方式。转型国家女权主义的过程。该分析利用了包括档案资料和访谈在内的定性数据。1960年代的激活政策强调充分就业的思想，包括增加妇女参与有酬工作的重要性，因此为双职工家庭模式铺平了道路。国家劳工市场委员会（AMS）采取了与实施此类政策相关的具体措施，包括再培训和高级培训课程，以及一些创新的意见形成活动。本文对其中两个进行了分析：一个名为“家庭主妇调换工作”的广播系列节目，以及一个所谓的“激活检查员”的建立。在进行了这一分析之后，考察了贯穿于这种观点塑造活动的基本思想以及将性别平等理想注入这一过程的参与者。最后，讨论了正在进行的传统性别关系变革的经验教训以及性别平等未来发展的前景。研究了渗透这种意见形成活动的基本思想，以及将性别平等理想注入这一过程的参与者。最后，讨论了正在进行的传统性别关系变革的经验教训以及性别平等未来发展的前景。研究了渗透这种意见形成活动的基本思想，以及将性别平等理想注入这一过程的参与者。最后，讨论了正在进行的传统性别关系变革的经验教训以及性别平等未来发展的前景。