A big responsibility! Moralization of markets and the rise of supermarket patriotism

Sanin, J 2015, 'A big responsibility! Moralization of markets and the rise of supermarket patriotism', Sites: A Journal of Social Anthropology and Cultural Studies, vol. 12, no. 1, pp. 83-106.


Document type: Journal Article
Collection: Journal Articles

Title A big responsibility! Moralization of markets and the rise of supermarket patriotism
Author(s) Sanin, J
Year 2015
Journal name Sites: A Journal of Social Anthropology and Cultural Studies
Volume number 12
Issue number 1
Start page 83
End page 106
Total pages 23
Publisher Association of Social Anthropologists of Aotearoa New Zealand
Abstract This article looks at how the 'moralisation of economy' - a phenomenon associated with neoliberal culture - is manifested in Australia. It argues that a distinctive characteristic of this phenomenon is the adoption of patriotism as the responsibility of producers, ethical concern of consumers and property of commodities. This argument will be advanced through a case study focusing on the branding campaigns of Australia's two biggest supermarket chains, Woolworths and Coles. This study demonstrates how neoliberalism and nationalism are not opposed paradigms. In particular, it shows that parallel to the decline of the nation-state there is another process related to the rise of nationalistic corporations; a phenomenon that I propose to call 'supermarket patriotism'. However, far from being a balancing force that alleviates the inequalities of 'extreme capitalism', this form of patriotic moralisation proves neoliberalism's ability to transform critique into promotion, moral values into commodities and civic action into shopping practices.
Subject Industrial Design
DOI - identifier 10.11157/sites-vol12iss1id270
ISSN 1179-0237
Versions
Version Filter Type
Altmetric details:
Access Statistics: 241 Abstract Views  -  Detailed Statistics
Created: Fri, 19 Feb 2016, 13:14:00 EST by Catalyst Administrator
© 2014 RMIT Research Repository • Powered by Fez SoftwareContact us