“I think the middle class is disappearing”: Crisis perceptions and consumption patterns in Spain

Abstract

The aim of this article is to explore social discourses in Spain on the economic crisis under the scenario of austerity policies and cutbacks. The goal is to explore whether social perceptions have changed throughout the crisis that evolved from the collapse of the housing market bubble to a public deficit and debt problem, leading to record rates of unemployment and a dramatic decline in living standards. The long crisis has left an imprint on Spanish society and it is worthwhile exploring how Spanish citizens reflect upon the crisis. To do so, 18 focus groups were organized in two rounds (2010 and 2014) and the results of those group conversations are discussed and compared here. The analysis shows that the participants elaborated not only on reflections about the crisis and on how it has lowered their consumption levels, but also on their further views about the social structure and change. The notorious pessimism of Spaniards about their future, regardless of their class position, is highlighted in the results. A more critical narrative about the crisis seemed to emerge in 2014, leaving behind the guilt‐laden “living beyond our means” discourses that dominated in 2010.

Consumption dynamics during recession and recovery: A learning journey

“…Crises, thus, have the potential to undermine the innate belief in the taken for granted stability and structure of our life world (Koos et al, 2017, p. 365). This potential impact is very explicit on the critical and pessimistic narratives of Spanish citizens, independently of their class position, as empirically demonstrated by Alonso et al (2017).…”

“…This uncertainty and fear about the future is a crisis effect frequently conveyed in the literature (e.g. Alonso et al, 2015Alonso et al, , 2017Hampson & McGoldrick, 2013;Kaytaz & Gul, 2014). For example, Alonso et al…”

“…Interviewees also presented their views regarding the most negative and positive outcomes of the economic crisis, both in individual and societal terms (Figure 2). Recent research also highlights the importance of discussing the effects of crises in society, uncovering how social imaginary of consumption alters the discourses and impacts on civic and political movements (Alonso et al, 2015(Alonso et al, , 2017Koos et al, 2017).…”

Consumption as a social integration strategy in times of crisis: The case of vulnerable households

“…This model also incorporates the impact that these changes have in turn on the consumer and the context, recognizing a kind of feedback effect. From a sociological perspective, Alonso, Fernández, and Ibáñez (2017) have looked at how perceptions of the crisis have changed consumption patterns in Spain, while in Brazil, Castilhos, Fonseca, and Bavaresco (2017) have researched the consumption strategies adopted by the new middle classes from the perspective of primary and secondary socialization. In Finland, Lindblom and Lindlom (2016) have studied the effect of age and employment situation on attitudes towards collaborative consumption in the context of economic crisis.…”

“…In Finland, Lindblom and Lindlom (2016) have studied the effect of age and employment situation on attitudes towards collaborative consumption in the context of economic crisis. From a sociological perspective, Alonso, Fernández, and Ibáñez (2017) have looked at how perceptions of the crisis have changed consumption patterns in Spain, while in Brazil, Castilhos, Fonseca, and Bavaresco (2017) have researched the consumption strategies adopted by the new middle classes from the perspective of primary and secondary socialization. Similarly, Le Doux and Vojnovic (2013) have studied the shopping patterns and adaptations of economically disadvantaged consumers in Detroit, USA, and a German study has researched saving practices and home production in vulnerable households (Boost & Meier, 2017).…”