Keywords for the Age of Austerity 17: Brand/Branding/Rebrand

One of the hallmarks of all the terms I’ve surveyed so far is their positing of a certain kind of ideal entrepreneurial self, who possesses abundant moral strengths--"innovation," "creativity," "resilience." At the same time, though, the rhetoric of austerity relies heavily on bodily metaphors for these supposedly innate values. "Flexibility," for example, reframes the illogical fortunes … Continue reading Keywords for the Age of Austerity 17: Brand/Branding/Rebrand

Keywords for the Age of Austerity 16: Flexibility

Economist Mark Blythe defines austerity as “a form of voluntary deflation in which the economy adjusts through the reduction of wages, prices, and public spending to restore competitiveness, which is supposedly best achieved by cutting the state’s budget, debts, and deficit.” To Blythe, the economic defense for such policies is “completely and utterly wrong,” a … Continue reading Keywords for the Age of Austerity 16: Flexibility