Telling Others How You Live—Refining Goffman's Stigma Theory Through an Analysis of Housing Strugglers in a Homeowner Nation

This article revisits Goffman's stigma theory from the perspective of housing studies. We elaborate on Goffman's approach by exploring how housing tenure can work as a proxy for moral character. We interviewed twenty‐seven people who are excluded from access to homeownership in two cities in Norway, which is a “homeowner nation.” These individuals are unable to enter the dominant “homeowner class” for different reasons, including drug‐dependency, mental illness, refugee background, low socioeconomic status; thus, they must access housing through other tenures; private renting or social housing. To many of them, housing becomes a stigma, in Goffman terms, an “undesired differentness.” Social housing is known to carry stigma in Norway. It was thus a paradox, that those with the softest differentness—private rental—were most likely to practice (Goffman:) “information control” over their housing situation. Goffman's theoretical apparatus, and his distinction between the discreditable and the discredited in particular, helped us make this paradox comprehensible. Through this analysis, refinements to Goffman's theory were discovered. We suggest that “multiple stigmas,” which was not seen clearly by Goffman himself, should be a key notion in stigma studies. We use this notion to distinguish between possible sub‐types to the discredited‐discreditable distinction.