The magic of investment podcasts: finfluencers as ideological intermediaries
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Porttikivi, M., & Lillqvist, E. (2026). The magic of investment podcasts: finfluencers as ideological intermediaries. Continuum. Advance online publication. https://doi.org/10.1080/10304312.2026.2740577
© 2026 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
Pysyvä osoite
Kuvaus
Investment podcasts have emerged as influential platforms where financial influencers, ‘finfluencers’, shape beliefs and normalize finance as part of everyday life. This study examines three popular Finnish investment podcasts through the lens of ‘magical capitalism’ to analyse how neoliberal ideology is propagated by finfluencers. Finfluencers act as ‘ideological intermediaries’, portraying investing as a route to magical transformation and protection enabled by the power of financial capitalism. Our results show that investment success is depicted as a magical transformation achieved through initiation rites, worshipping gurus and adopting the proper magical beliefs and aims. These podcasts function as mediatized rites, by developing discourses that merge practical investing guidance with compelling storytelling to frame financial capitalism as both accessible and aspirational. While making financial topics relatable, finfluencers contribute to the financialisation of everyday life by embedding investing into daily routines and discourses. This study advances research on podcasts and influencer culture by focusing on the role of finfluencers as ideological intermediaries and the ways they disseminate hegemonic neoliberal discourse.
Emojulkaisu
ISBN
ISSN
1469-3666
1030-4312
1030-4312
Aihealue
Kausijulkaisu
Continuum: journal of media and cultural studies
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä (vertaisarvioitu)