How risky debt became ordinary: A practice theoretical approach
Journal of Consumer Culture (forthcoming)
https://doi.org/10.1177/1469540519891293Abstract
Existing research on how increasing household debt becomes seen as normal by consumers focuses on the shifting moral meanings of debt. Examining the rapid escalation of mortgage debt in post-socialist Hungary, we propose a different approach. We use practice theory to identify credit use as 'ordinary consumption' (Gronow and Warde, 2001), undertaken not for its own sake but to enable other meaningful practices. We find that mortgage debt grew due to the co-evolution of norms of a normal life centred on the home and credit instruments that facilitated and, eventually, locked in these norms. This 'naturalization' process (Wilk 2009) did not so much shift the meaning of debt but rather stripped it of meaning, making it increasingly unreflected. The process relied on mortgage instruments that served as invisible background infrastructures providing access to credit. This invisibility, however, is not a natural characteristic of mortgages, we argue, but a contested quality, and it was achieved by particular selling devices and discourses. Our analysis stresses the politics of invisibility and highlights the commercial interests at play in relegating highly risky, foreign-currency denominated mortgages into the background. Emphasising the socio-material structuring of this process, we conclude by situating both meaning-based and unreflected naturalization processes in a common framework, as contingent qualities of credit consumption. 2
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