publication . Article

The language of ‘nudge’ in health policy: pre-empting working class obesity through ‘biopedagogy’\ud

Mulderrig, J.M.;
Open Access English
  • Publisher: Taylor & Francis
  • Country: United Kingdom
Abstract
Focusing on a long-running health campaign, this paper examines the UK government’s use of a\ud policy technique known as ‘nudge’, which draws on behavioural economics in order to shape civic\ud behaviours towards more desirable ends. Public health campaigns tend to be immune to critique\ud because of assumptions that their goals are laudable and that they are ‘unproblematically’ educational.\ud Here I argue that the use of ‘nudge’ tactics helps legitimate a narrowing of the sphere of governmental\ud responsibility for this complex and classed social problem by pathologising working class lifestyles as\ud inherently ‘irrational’. I use critical discourse analysi...
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