%0 Journal Article
%T The discursive (re)production of flexible capitalism. From culture and trade to culture as trade The discursive (re)production of flexible capitalism. From culture and trade to culture as trade
%A Joar Skrede
%J FORMakademisk
%D 2013
%I Formakademisk, Oslo
%X In this article, a plan of action from the Norwegian government called ¡°Culture and Trade¡± is analysed by means of critical discourse analysis (CDA). The document elaborates on how cultural life and business life can cooperate to become more competitive and create values. As a point of departure, a text and image analysis is undertaken, before the article builds up to a final discussion of the plan of action¡¯s relation to society at large. The document is interpreted as reproducing and inculcating neo-liberal discourses on globalisation, competitiveness and flexibility. The conclusion drawn from the analysis is that the plan of action is a document on culture as trade, rather than a document on culture and trade. Through discursive work it contributes to normalising uncertainty in flexible capitalism and to legitimising an instrumental use of culture. In this article, a plan of action from the Norwegian government called ¡°Culture and Trade¡± is analysed by means of critical discourse analysis (CDA). The document elaborates on how cultural life and business life can cooperate to become more competitive and create values. As a point of departure, a text and image analysis is undertaken, before the article builds up to a final discussion of the plan of action¡¯s relation to society at large. The document is interpreted as reproducing and inculcating neo-liberal discourses on globalisation, competitiveness and flexibility. The conclusion drawn from the analysis is that the plan of action is a document on culture as trade, rather than a document on culture and trade. Through discursive work it contributes to normalising uncertainty in flexible capitalism and to legitimising an instrumental use of culture.
%K culture and trade
%K critical discourse analysis
%K cultural political economy
%K neo-liberalism
%K globalisation
%K competitiveness
%K flexibility
%U https://journals.hioa.no/index.php/formakademisk/article/view/503