Mika Pantzar National Consumer Research Centre Finland

1. “Of all the novelties and aids that have been developed during recent years to ease housework, only very few have won such unanimous popularity as the freezing chest“. (Gebhardt, 1959) Mika Pantzar National Consumer Research Centre Finland DOMESTICATION OF FREEZER IN FINLAND 1948-2005

2. F F F F 1% 7% 40% 70% 85%

3. 1948: ”American kitchen”

4. CATCHING-UP: “Although I am well aware that it is impossible for you to picture yourself building and furnishing such a perfect housework setting for the rural housewife, I cannot help writing to you because I know that just like here in Sweden, also in Finland you would like to know what these modern American countryhouse kitchens are like.“ (Wallensteen, 1948, 22) “the most gorgeous deep-freezing cupboard! This is where the housewife stores fruits, vegetables, berries, meat, etc. And so she is totally spared the time-consuming job of preserving these foods.“ (Wallensteen, 1948, 22)

5. A book by Hazel Meyer - a housewife and mother, employee of an advertising agency, and home economist - entitled The complete book of home freezing “Although a freezer may be used as a sort of luxurious gadget in which to keep on hand a supply of out-of-season delicacies, party refreshments and the limit of pheasant your husband bagged a few months ago, it is not the general rule. You would hardly buy an automobile to use exclusively for transportation to the theater.. A freezer is a hard-working, utilitarian, cooperative partner in everyday living. It is an investment that will pay off in dividends many times more than its original cost… Approach the purchase of a freezer in much the same spirit with which you approach the purchase of a home or family car. The idea is not to get the cheapest one available, but the one which will give you the most value in the long run, whatever the initial price tag.“ (Meyer, 1959)

6. 1957: ”Efficiency news from Sweden”

7. 1957: ”Buying your own freezer”

8. 1957: ”How to simplify home work”

9. 1964: Work Efficiency Institute Fairs

10. 1965: It is a fashion!

11. 1972: First Finnish Book about freezers, freezing and frozen food

12. 1961: AGRI 1961: URBAN ads…

13. 1962

14. 1965: ”a profitable condition for a healthy economy” 1966

15. 1965: ”Instructor for a week”

16. 1968: ”cheaper than a tv set” 1972: compare prices…”

17. 1972: Home supermarket 1968: ”save a week per month”

18. 1978: ENERGY SAVINGS 1962: ”FOODBANK IS COMING”

19. 1965: Systems thinking dominates FREEZER DISCOURSE

20. It was more than images

21. System integration and new product ecology in the 50s COMPANIES CONSUMERS Elektrolux, Bolinder (of Sweden) Retail and wholesale Interior designers Architects Upo - Rosenlew (Finland) Work EfficiencyAssociation Advertising “American dream” Työteho, Kotiliesi- Journals Household Centre Standardization committee MEDIA

22. NEW SKILLS: 1972: ”Authorized freezer maids”

23. 1967: community cooker recipes 1964

24. 1964: ”freezing meat” 1964: ”home engineering”

25. 1966: distance learning

26. NEW OBJECTS: 1960: study of the system requirements

27. 1965: accessories and related goods

28. new food 1962

30. domestic space: 1963: ”This kitchen functions well”

31. Preservation of foods by freezing saves work and is easy. (---) • Frozen foods are quick and easy to prepare and they taste fresh. (+++) • The diet becomes healthier since there is no need to salt food to preserve it. (++) • Producer prices can be kept on a higher level since meat does not have to be • sold to the wholesaler all at once. (---) • The freezer widens the assortment of preservable foods (e.g. cauliflower and spinach). (+++) • Peaks in work can be avoided, since preparations, e.g., for a wedding can be made • months in advance. (-) • Freezing is a quick way of preserving items such as spring chicken or game. (---) • Preparation of food in series and in bulk saves labor. It is possible to hire • specialized freezer-cooks for such tasks. (---) • Unexpected guests no longer cause a headache to the hostess. (-) • The housewife is free from food cares and can enjoy the holidays or leave for a vacation, • since the family is catered by the food in the freezer chest. (----) • (Gebhardt, 1957b)

32. Opennes to new cultural meanings MARGARINE COMPUTER Radical innovations (in user context) Conservative innovations (in user context) FREEZER “Closed objects”

33. FIGURE 2: PUBLIC PERCEPTION OF DOMESTIC APPLIANCES washing machine 1950-1960 home pc 1980-2000 Inner directedness Other directedness freezer 1960-1970 SOCIALLY ACCEPTED NEEDS RATIONAL CALCULATION Cold fridge 1950-1960 mobile phone 1990-2000 Motivation Hot FASHION FEVER dish washing machine 1950-1980 car 1900-, bicycle 1880-1920, radio 1920-1930, television 1950-1960

34. Many of the articles pointed out that it was important for the buyer of a new freezer to choose a sufficiently large model from the start. Experience gained in other countries had indicated that the freezer would grow too small already within a year. The use of the freezer was restricted, however, by the fact that it was meant only for women. In the articles, men were mainly seen as hunters whose duty it was to fill the chest (Boys’ toys vs. Girls’ tools, Cockburn, 1997).

36. A book by Hazel Meyer - a housewife and mother, employee of an advertising agency, and home economist - entitled The complete book of home freezing: “... is an authoritative and all-inclusive handbook about an entirely new and revolutionary way of life for America’s housewives. Its intelligent use can appreciably improve the family’s well-being and economy“. (Meyer, 1959, blurb).