“…There is some academic literature on values and consumption patterns (see, e.g., Faganel, ) and several economic‐grounded articles and reports that try to measure the impact of the crisis in terms of household wealth (Arrondel, Savignac, & Tracol, ; Wahlen, ) or the burden of financial obligations (Borgeraas, Poppe, & Lavik, ; Hanna, Youh, & Chatterjee, ). From a more sociological perspective, there has been some work on consumption and the crisis in the form of national studies: Some examples are the articles devoted to the consumer strategies of precarious groups and families in Italy (Arcidiacono, ; Secondulfo & Tronca, ) or the middle classes in Portugal (Mauritti & Da Cruz Martins, ), or how nationalism might emerge as a feature of the new politics of consumption (Lekakis, forthcoming). In most of the afore‐mentioned works, there has been an emphasis on the strategic decisions taken by consumers once they are forced to spend less, but despite some attention devoted to the media (e.g., Vihalemm, Keller, and Pihu, ), there has been little interest in social discourses about the crisis and its effects on the sphere of consumption.…”