The discursive (re)production of flexible capitalism. From culture and trade to culture as trade

Abstract

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.