COVID-19 and the Care of the Financialized Self

Abstract

In the United States, the threat of COVID-19 as a public health problem was impossible to separate from the financial threat. From the start, the virus’s circulation through human bodies intermingled with all the ways human lives had been defined by neoliberalism’s economizing rationality. To unpack the convergence of the pandemic with neoliberal rationality, this article examines the financial advisory discourse produced by credit and fintech companies at the start of the pandemic, focusing on Equifax, Experian, and Mint. This messaging was replete with expressions of care, along with promises of institutional assistance. However, reading further it became clear the companies offered mostly financial self-help advice. The immediate turn to this type of messaging suggested how much the financial system depended on a collective continuation of the individual’s sense of moral responsibility for financial self-management and creditworthiness, and especially diligent debt-payment.