Edited by Nicolina Montesano Montessori, Michael Farrelly and Jane Mulderrig
Chapter 6: Business logics: co-option of media discourse by pro-market arguments in the case of Nokia in Finland
In the neoliberal era, argumentation and logic based on economic rationale have become the norm even in welfare states like Finland. The argumentative logic expressed in public (media) discourse reflects the clash between pro-market demands and societal concerns. The Nokia Corporation spearheaded a small Nordic nation out of a recession and into global markets, convincing many that Finland’s future lay beyond the welfare state. What was good for Nokia was reconceptualized as being good for Finland. The findings presented in this chapter identify competing argumentative structures – welfare statist employee frame or neoliberal market frame – that constituted Finnish public discourse in 2007–2013. The findings show a narrowing of scope in economic argumentation across three Finnish newspapers with distinct audience profiles. Instead of plurality of viewpoints, the media argumentation promotes pro-market interpretations.
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