Forskarseminarium: Kreditkultur efter 90-talskrisen
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Liza Jakobsson, idéhistoriker affilierad till Södertörns högskola och styrelseledamot i Centrum för marxistiska samhällsstudier, presenterar ett artikelutkast om kreditkultur i Sverige efter 90-talskrisen med titeln “Re-Moralizing Credit: Naturalization of Borrowing through Advertising in Post-Crisis Sweden”. Se abstract här nedanför.
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Abstract:
This article examines how credit consumption was ideologically normalized in Sweden after the severe financial crisis of the early 1990s. Despite the crisis’s profound social and economic consequences, private borrowing began to increase again by the mid-1990s and household indebtedness rose rapidly during the following decade. Drawing on an analysis of credit advertisements published in major Swedish newspapers between 1995 and 2005, the article investigates how the concept of låna (to borrow) was articulated in post-crisis credit marketing. The analysis shows that established banks initially embedded borrowing within narratives of trust, loyalty, and long-term relationships, framing credit as a legitimate and morally acceptable part of normative life trajectories. During the 2000s, borrowing was increasingly detached from these relational frameworks and presented as a commodity and as an ordinary consumer choice available to anyone. The article seeks to show how advertisments legitimized and explained the logics of the asset economy in an everyday context during a time period of an expanding finance sector. It argues that the conceptual transformations of borrowing contributed to the naturalization of debt in Sweden and formed part of a broader neoliberal reconfiguration of credit
Evenemangsfoto: Aliman Senai, 2012.
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