The daily Kristeligt Dagblad sees Swedish furniture store Ikea's catalogue as a symbol of the growing infantilisation of society. "Not only does the catalogue address its customers with the informal 'du' form, the tone of its text leaves one with the impression that it is aimed at an audience of eleven to twelve-year-olds. ... In addition to its attempt to make children of its customers Ikea is on a moral crusade based on the desire to achieve equality through low prices. ... And equality, according to Ikea, entails everyone being able to buy nice furniture, the implication being that no one should be more distinguished than anyone else in society. In this struggle for middle classness ... we have a fitting example of what [philosopher] Søren Kierkegaard describes as the great levelling of modern times. An attempt to erase all differences between people, which in Kierkegaard's universe leads above all to envy, pettiness and a focus on anything but the intellectual. The Ikea catalogue is a case study for this targeted, levelling movement. ... Ikea presents itself as a caring father figure eager to ensure that all children receive the same treatment. ... The Ikea catalogue encourages [its reader] to dream of revolution and the liberation of the simple. But it also makes you think there are many people out there who would be very happy to be put in a big nursery where all the problems disappear. And where one is spoken to as if one had never left [that nursery]." (02/09/2008)
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