Computers are for Girls A detailed exploration of early home computer advertisements, focusing on gender portrayal and marketing strategies during the 1980s. --- Background: Gender and Early Home Computing In the early 1980s, home computers like the Apple II, Commodore 64, Atari 400, and TRS-80 emerged. Concurrently, female enrollment in computer science dropped sharply, especially in the US. A common explanation attributes this decline to marketing home computers as toys "for boys," a narrative popularized by figures like British computer scientist Wendy Hall. This idea has permeated journalism, forums, and even Wikipedia, often based on anecdotal impressions and limited evidence. --- Examining the Narrative The Swedish Perspective Sweden serves as a "control group," with less US cultural influence and stricter advertising regulations. In Sweden during the early 1980s, TV was government-controlled with no ads; children's media rarely contained advertising. Despite this, home computers remained predominantly a "nerdy boys' club." This suggests that the marketing explanation alone may not fully account for the gender disparity. The Contemporary Context Today, technology is widely accessible to all genders from an early age. Efforts to encourage female participation in computer science have been ongoing for 15+ years. Despite this, female representation in CS has not rebounded to earlier levels. The impact of early computer advertising, if any, remains questionable. --- Marketing Realities: Were Computers Only for Boys? Early home computer manufacturers were unsure how to market these new devices beyond gaming. Advertisements highlighted various uses: schoolwork, recipes, managing accounts, letter writing. While some ads targeted boys, many others featured girls, families, and general audiences. The author argues home computers were not exclusively marketed to boys. --- Ad Gallery Highlights The page presents a curated selection of print ads demonstrating diversity in marketing approaches: Girls Smiling and Playing: Ads featuring girls happily engaging with software like Facemaker or games. Family Scenes: Families, including mothers and daughters, using computers for music, education, and fun. Adults and Professionals: Women portrayed using computers for business, studying, or managing enterprises. Humorous and Nostalgic Ads: Examples include girls in "space helmets" and witty Swedish ads challenging gender stereotypes. Standard Product Ads: Many ads simply showed the computer and specs without gendered imagery. --- Television Commercials Commercials also showcased women and girls actively using computers. Examples include: Commodore 64: Usage by mothers and kids. Atari: Young girls and boys playing and learning. TRS-80: Family-friendly usage scenarios. Apple II: Featuring Andrea Barber (later known as Kimmy Gibbler) publishing a newspaper. Microsoft Windows/386: A businesswoman rapping about tech concepts. --- Final Thoughts Despite the prevalence of "boys only" stereotypes, early computer ads frequently included female users. The cause of the decline in female CS enrollment during the home computing boom remains unclear. The author questions the dominant narrative blaming male-targeted advertising and suggests the explanation is more complex. The curated ads demonstrate that manufacturers actively marketed to girls and families, aiming to capture a broad audience. This work aims to balance commonly accepted views with actual advertising evidence from the era. --- Privacy Notice: datagubbe.se does not use cookies or JavaScript. © Carl Svensson --- Links to related content: Gallery of 1980s Home Computer Ads Several referenced articles and videos on early computer advertising and gender in computing.