Danish Welfare Exports as the “New Bacon”: Myth and Meaning of the Nordic Welfare Model as Glocal Cultural Commodity

  • Stine Bjerregaard
  • Dannie Kjeldgaard


While consumer culture theory (CCT) has been increasingly concerned with market-level dynamics, little research has been done to understand the relationship between state and market in a global social and economic order. The Nordic context provides an ideal context to address this gap and in this chapter we set out to explore how the idea of the Nordic welfare model is leveraged as a brand in processes of cultural commodification. More specifically, we explore how particular public welfare services are articulated as market offerings in an export context. To do so, we take a starting point in globalization literature, while theoretically framing cultural commodification as myth marketing. We situate our discussion in macro-social explanatory frameworks, including not only social and cultural contexts but also political and institutional contexts, and unfold the productive capacity of state/market dialectics as regards market creation dynamics.


Market formation Cultural commodification Neoliberalism Elderly care Nordic welfare 


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  • Stine Bjerregaard
    • 1
  • Dannie Kjeldgaard
    • 1
  1. 1.University of Southern DenmarkOdenseDenmark

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