Abstract

ABSTRACTThis article explores how neoliberal and populist elements were initially fused in US political talk to legitimize the expansion of corporate power and socioeconomic inequality that has occurred over recent decades. Applying neo-Gramscian critical semiotic analysis to speeches, news texts and legislative statements about the 1981 Reagan economic plan, I illustrate how a distinctive neoliberal-populist discourse articulates signs of ‘the American people’ with signs of market individualism, and further connects these signs to the neoliberal political project’s policy moves to roll back state protections and deliver large tax cuts. Neoliberal populism is a paradigmatic instance of what Stuart Hall has termed the ‘trans-coding’ of distinct semantic elements to form a new hegemonic discourse. Through neoliberal-populist signifying processes, people who are deemed unable or unwilling to inhabit market-centric subjectivities, or to promote policies defined as ‘free market,’ are ideologically drawn outside the perimeters of social esteem and political legitimacy. These processes have created obstacles to imagining a unified, politically effective opposition to the neoliberal project in the United States. Moreover, by ideologically constructing ‘the American people’ as anti-statists in the realm of economic and social welfare policy, neoliberal-populist discourse makes it difficult to articulate democratic values and practices with the state as a mechanism through which greater economic equality and substantive democracy could be realized. My analysis illuminates the immediate historical roots of a public discourse with deep anchors in popular common sense which continues to pervade official US policy talk. The cultural resonance and political influence of neoliberal-populist discourse help to explain the persistence of the neoliberal project in the USA.