The Language of Neoliberalism

to read this book review of “Imagine Economy. Neoliberal Metaphors in Political-Economic Discourse” by Sebastian Friedrich, click on

Knowledge enables people to interpret reality. Metaphors and pictures give things a new meaning and can change reality when people act accordingly. Capital appears as a poor creature needing protection in the picture of capital as a frightened deer. Capital isn’t so frightened and isn’t the same as a deer. Different forms of capital must be distinguished.

The financial crisis is compared to a thunderstorm that is not man-made. The term sleek state is physical or bodily. Distribution questions are faded out by the metaphor. Costs for the population rise parallel to the trimming of the state… The powerful metaphor of “export world champion” serves to make policy in the interest of a minority appear as oriented in the public interest.

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