The past, the present, the future: self-portrayals of wealthy business owners in the media

Stefan Wallaschek and Nora Waitkus

LSE Research Online Documents on Economics from London School of Economics and Political Science, LSE Library

Abstract: The super-rich rarely discuss their lives in public. On the occasions where they do, they provide interesting insights into self-legitimization strategies. In this article, we study the discursive construction of wealth accumulation through themes, drawing on the sociology of cultural processes in the (re-) production of inequality. We use interviews with wealthy German family-business owners in media outlets between 2014 and 2019. Applying thematic analysis, we demonstrate that these wealthy business owners discursively link the past, present, and future of their family and business. By doing so, they emphasize hard work to explain family wealth transitions and how such wealth is accumulated across generations. This temporal self-narration about business success tied to family structure creates a powerful discursive strategy to legitimize their wealth. Our findings contribute to the emerging field of media studies on wealthy dynasties and the super-rich.

Keywords: Germany; media; public discourse; thematic analysis; wealth inequality; wealthy family business owners (search for similar items in EconPapers)
JEL-codes: D31 D63 L20 M14 Z13 (search for similar items in EconPapers)
Pages: 22 pages
Date: 2025-02-01
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Published in International Journal of Communication, 1, February, 2025, 19, pp. 908-929. ISSN: 1932-8036

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Persistent link: https://EconPapers.repec.org/RePEc:ehl:lserod:127351

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