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The Everyman archetype: discursive reframing of private landlords in the financialization of rental housing

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  • Kath Hulse
  • Margaret Reynolds
  • Chris Martin

Abstract

This article investigates the politico-cultural processes underpinning the financialization of private rental housing. Exploring the case of Australia, it shows how debt-financed landlords have been discursively reframed as ‘mum and dad investors’ who are valorized politically as enterprising, self-reliant and providing essential housing. This article then critically appraises this depiction based on available secondary data, and finds that protagonists are, predominantly, midlife and older households with higher household incomes and higher wealth levels. Furthermore, deployment of an Everyman archetype is a politico-cultural device for normalizing this type of activity as part of the financialization of everyday life. Discursive reframing bolsters political and public support for investor-landlordism as an important contributor to asset-based welfare.

Suggested Citation

  • Kath Hulse & Margaret Reynolds & Chris Martin, 2020. "The Everyman archetype: discursive reframing of private landlords in the financialization of rental housing," Housing Studies, Taylor & Francis Journals, vol. 35(6), pages 981-1003, July.
    • Handle: RePEc:taf:chosxx:v:35:y:2020:i:6:p:981-1003
    DOI: 10.1080/02673037.2019.1644297
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    Cited by:

    1. Chen, Jie & Wu, Fulong & Lu, Tingting, 2022. "The financialization of rental housing in China: A case study of the asset-light financing model of long-term apartment rental," Land Use Policy, Elsevier, vol. 112(C).
    2. Vij, Akshay & Sharam, Andrea & Baako, Kingsley & Ardeshiri, Ali & Faulkner, Debbie & Washington, Lynette & Reddy, Wejandra & Lowies, Braam, 2024. "Incentivising small-scale investors to supply affordable private rental housing," SocArXiv 4sqwb, Center for Open Science.
    3. Nygaard, Christian & van den Nouwelant, Ryan & Glackin, Stephen & Martin, Chris & Sisson, Alistair, 2022. "Filtering as a source of low-income housing in Australia: conceptualisation and testing," SocArXiv ph8as, Center for Open Science.
    4. Martin, Chris & Hulse, Kath & Ghasri, Milad & Ralston, Liss & Crommelin, Laura & Goodall, Zoë & Parkinson, Sharon & Webb, Eileen O’Brien, 2022. "Regulation of residential tenancies and impacts on investment," SocArXiv sr65b, Center for Open Science.
    5. Maalsen, Sophia & Wolifson, Peta & Rogers, Dallas & Nelson, Jacqueline & Buckle, Caitlin, 2021. "Understanding discrimination effects in private rental housing," SocArXiv jdycg, Center for Open Science.
    6. Troy, Laurence & Wolifson, Peta & Buckley, Amma & Buckle, Caitlin & Adkins, Lisa & Bryant, Gareth & Konings, Martijn, 2023. "Pathways to home ownership in an age of uncertainty," SocArXiv vstm4, Center for Open Science.
    7. Dallas Rogers & Sophia Maalsen & Peta Wolifson & Desiree Fields, 2024. "Proptech and the private rental sector: New forms of extraction at the intersection of rental properties and platform rentierisation," Urban Studies, Urban Studies Journal Limited, vol. 61(14), pages 2778-2794, November.

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