ABSTRACT

In this paper we discuss metaphors and rhetoric characterizing rationalizations of past banking practices after the global financial crisis of 2008. We draw on qualitative data from six Nordic banks, 2008–2012. Financial advisers and managers sourced their accounts from everyday materials, including popular metaphors and symbols that patterned thought and practice in financial institutions, even in these outposts of the global economy. Vivid metaphors taken from folk tales, nature, food, drink and the spiritual realm were highly suggestive in terms of guiding thought and action and enabling changes in sensemaking and impression management. Metaphors were used both to highlight and to hide phenomena, structures and agency. The analysis provides three main interpretative templates or frames co-constituted by a variety of metaphors, utilized to legitimize banking practices; ‘naturalization’, ‘normalization’ and ‘neutralization’, demonstrating in different ways the practice of doing good, while also revealing unethical practices.

摘要

在本文中，我们讨论了 2008 年全球金融危机后过去银行业务合理化特征的隐喻和修辞。我们利用了 2008-2012 年六家北欧银行的定性数据。财务顾问和经理从日常材料中获取他们的账户，包括流行的隐喻和符号，这些隐喻和符号塑造了金融机构的思想和实践，甚至在全球经济的这些前哨。从民间故事、自然、食物、饮料和精神领域中提取的生动隐喻在指导思想和行动以及促成意义建构和印象管理方面的改变方面具有很强的启发性。隐喻被用来突出和隐藏现象、结构和机构。该分析提供了由各种隐喻共同构成的三个主要解释模板或框架，用于使银行业务合法化；“归化”、“正常化”和“中和化”，以不同的方式展示了行善的做法，同时也揭示了不道德的做法。