Myth Market Formation and the Irony of Neoliberalism: Insights From the Export of Danish Eldercare to China

Based on a study of the media representations related to exporting Danish eldercare to China, we explore how mythical resources are mobilized to articulate Danish welfare benefits as transnational commodities and find that the export endeavor is embedded in wider ideological tensions over the legitimacy of pervasive welfare states.



Citation:

Stine Bjerregaard, Dannie Kjeldgaard, and Soren Askegaard (2016) ,"Myth Market Formation and the Irony of Neoliberalism: Insights From the Export of Danish Eldercare to China", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 257-263.

Authors

Stine Bjerregaard, University of Southern Denmark, Denmark
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Soren Askegaard, University of Southern Denmark, Denmark



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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