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The purpose of the paper is to discuss and illustrate how contemporary market discourses rearticulate socio-political relationships and identities, including the rights, duties, and opportunities of individuals and categories of individuals as citizens. More specifically, the purpose is to analyze how “economic citizenship” is articulated and negotiated in the intersection of (Nordic) welfare state ideals and shareholder-oriented market discourses. The paper further elaborates on how different identity markers, especially gender and class, intersect in these articulations and contribute to exclusionary practices.

The paper approaches the articulation of economic citizenship through an empirical study that focusses on business media representations and online discussions of a major factory shutdown in Finland. Drawing from discourse theory and the notions of representational intersectionality and translocational positionality, the paper analyzes how gender and class intersect in the construction of economic citizenship in the business media.

The study illustrates how financialist market discourses render citizenship intelligible in exceedingly economic terms, overriding social and political dimensions of citizenship. The business media construct hierarchies of economic citizens where two categories of actors claim full economic citizenship: the transnational corporation and the transnational investor. Within these categories, particular systems of privilege intersect in similar ways, rendering them masculine and upper middleclass. Whether interpreted as hegemonic or counter-hegemonic, the financialist discourses rearticulate the social hierarchies and moral landscape in Finnish society.

The paper contributes to critical/feminist management studies by elaborating on the role of the business media as an important site of political identity work, positioning, and moral regulation, where neoliberal ideas, based upon and reproducing masculine and elitist systems of privilege, appear as normalized and self-evidently valued.