Abstract
Various scholars have characterized the social conditions brought about by neoliberal globalization as a “total market.” Developed by various Latin American writers, this phrase designates social conditions in which the market has not only achieved global scale but is also identified with the totality of human existence. The total market corresponds to that period in history when political leaders like Margaret Thatcher could paradoxically proclaim, “there is no such thing as society” and propose the market as the only viable model of social order. In the last quarter of the twentieth century, this market-based ideology displaced the more robust social imagery that had legitimated welfare state policies in Western countries while also validating narrow neoliberal models of development for other nations. Neoliberal policies and the total market conditions they foster have also impacted the ways social identities can be imagined.
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Berdayes, V. (2013). The ‘Total Market,’ Globalization, and Discourses of Aging. In: Arxer, S., Murphy, J. (eds) The Symbolism of Globalization, Development, and Aging. International Perspectives on Aging, vol 7. Springer, New York, NY. https://doi.org/10.1007/978-1-4614-4508-1_2
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