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Market Wonderland: An Essay about a Statist Individualist Consumer Culture

In: Nordic Consumer Culture

Author

Listed:
  • Sofia Ulver

    (Lund University)

Abstract

In this essay I reflect on myths and movements in Swedish consumer culture through the culture-historical theoretical lens of Berggren and Trägårdh’s (2015) statist individualism, a concept holding that Sweden is a paradoxical nexus of historically taught independence from other individuals, state dependency, and elitarian equality. What does a consumer culture in such a statist individualist context typically harness, celebrate, and encourage, and why does it thrive? I discuss specific consumer cultural trends from the literature-historical and socio-political perspective of Berggren and Trägårdh, and come to the conclusion that few other socio-political and culture-historical contexts could probably be as sensitive to market-mediated trends and consumer culture as that of Sweden.

Suggested Citation

  • Sofia Ulver, 2019. "Market Wonderland: An Essay about a Statist Individualist Consumer Culture," Springer Books, in: Søren Askegaard & Jacob Östberg (ed.), Nordic Consumer Culture, chapter 3, pages 49-70, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-04933-1_3
    DOI: 10.1007/978-3-030-04933-1_3
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