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Neoliberalism: A Mythical and Meaningful Term Devoid of Any Deep Thought

In: Global Business in Local Culture

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  • Philipp Aerni

    (Center for Corporate Responsibility and Sustainability (CCRS) at the University of Zurich)

Abstract

This chapter applies Roland Barthes’ analysis of the mythical accounts that underpinned the belief system of the bourgeois ideology in France during the Cold War period to the contemporary narratives that unite anti-globalization movements today. They have in common a tendency to reduce the complexity of local stories to timeless motives and stereotypes associated with different actors that are either in favor or against the ‘good cause’.

Suggested Citation

  • Philipp Aerni, 2018. "Neoliberalism: A Mythical and Meaningful Term Devoid of Any Deep Thought," SpringerBriefs in Economics, in: Global Business in Local Culture, chapter 0, pages 21-28, Springer.
    • Handle: RePEc:spr:spbchp:978-3-030-03798-7_3
    DOI: 10.1007/978-3-030-03798-7_3
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