‘Home comes first’: housing and homemaking in Finnish civic educational films during 1945–1969

This article focuses on how the ideals of housing and homemaking were presented in post‐war civic educational films in Finland. The films chosen for the article pertain to housing on a wide scope. The analysis shows that the ideals of good homes appeared to be remarkably consistent in the Finnish educational short films. The most important objective was to guide citizens towards careful household management and saving. Through rationalizing home economics, consumers were able to buy their own home. The ideal housewife had a positive attitude towards technology and rational household management. While the short films instructed people towards temperate and sensible consumption, they also created space for ordinary people to envision new opportunities for consumption.