Danilova E. Neoliberal Hegemony and Narratives of “Losers” and “Winners” in Post-Socialist Transformations. Journal of Narrative Theory 44.2 (Fall 2014): 442–466)

Abstract

The theme of winners and losers is clearly articulated at times of dramatic social change. Construction of ‘winners' and 'losers' is frequently deployed in the discussion of social transformations. The aim of this paper is to look at the constructs of “winners” and “losers” and their labeling strength. The narratives of “winners” or “losers” in Russian academic and public discourse is a fairly speculative one because it does not so much reflect objective processes but rather imposes self-orientalising interpretations of social inequality in the framework of the dominant discourse induced by neoliberal 'consensual empire'. The hegemonic nature of ideology, role of expert community and media presentations are discussed as well as unintended consequences of Russian transformations.

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