Citizen-Consumers Wanted
Revitalizing the American Dream in the Face of Economic Recessions, 1981-2012
Bibliographic Data
| ID | 2237667 |
|---|---|
| Authors | Gokcen Coskuner-Balli (Argyros School of Business and Economics ( [email protected] ) is an associate professor of marketing, , Chapman University, One University Drive, Beckman Hall, Orange, CA 92866, corresponding author) |
| Editors | Eileen Fischer (0000-0002-8212-0414), Lisa Leimar Price (0000-0002-1746-3066), Güliz Ger (0000-0002-7665-046X) |
| Year | 2020 |
| Volume | 47 |
| Issue | 3 |
| Pages | 327-349 |
| Publication date | 2020-10-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (PUBLISHER • GB) |
| DOI | 10.1093/jcr/ucz059 |
| OpenAlex | W3000354632 |
| Language | EN |
| Citations received | 25 |
| References cited | 51 |
This article brings the sociological theory of governmentality to bear on a longitudinal analysis of American presidential speeches to theorize the formation of the citizen-consumer subject. This 40-year historical analysis-which extends through four economic recessions and the presidential terms of Ronald Reagan, Bill Clinton, George W. Bush, and Barack Obama-illustrates the ways in which the national mythology of the American Dream has been linked to the political ideology of the state to create the citizen-consumer subject in the United States. The quantitative and qualitative analysis of the data demonstrates 1) the consistent emphasis on responsibility as a key moral value, albeit meshed with ideals of liberalism and libertarianism at different presidential periods; 2) that the presidents iteratively link the neoliberal political ideology and the national mythology of the American Dream through a sophisticated morality play myth, wherein they cast the citizen-consumer as a responsible moral hero on a journey to achieve the American Dream; and 3) that the presidents use three main dispositives-disciplinary, legal, and security-to craft the citizen-consumer subject in their response to economic recessions. These findings extend prior consumer research on consumer subjectivity, consumer moralism, marketplace mythology, and politics of consumption
Dream · Economics · Ideology · Morality · Political science · Politics · Presidential system · Recession · Sociology · Consumer Behavior in Brand Consumption and Identification · Law · Management and Organizational Studies · Psychology · Social and Cultural Dynamics
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Automation Assemblages in the Internet of Things
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Consumption Solidarity
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Morality Appraisals in Consumer Responsibilization
Consumer-Driven Memorialization
Tensions in the Enactment of Neoliberal Consumer Responsibilization for Waste
Market Work and the Formation of the Omnivorous Consumer Subject
Creating Responsible Subjects
The American Dream
Facing Up to the American Dream
Language as Symbolic Action
Towards an epistemology of consumer culture theory
The Consequences of Mortgage Credit Expansion
Society must be defended
A consumers' republic
The Discovery of Grounded Theory
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Management of human capital
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Michel Foucault
Unsettled Connections
Citizenship and consumption
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Death of a Nation
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American Exceptionalism
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Brief History of Neoliberalism
Presidential Rhetoric and the Economy
Political Theory and Practical Public Reasoning
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Foucault, Governmentality, and Critique
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Morals and politics in the ideology of neo-liberalism
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| Unique citing works | 25 |
|---|---|
| Citations per year | 4,17 |
| Citation span | 2020 - 2026 (7) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 24 |