Clarissa's Blog

An academic's opinions on feminism, politics, literature, philosophy, teaching, academia, and a lot more.

Cool Capitalism

It’s on FB, so no link:

Welcome to the communist-anarchist bakery.
Karl Marx sandwich.

Organic baguette.

Free coffee.

This is the perfect example of what Jim McGuigan calls “cool capitalism.” It’s the rugged Marlboro man of the 2010s.

Capitalism appropriates rebelliousness and uses it to sell product. Whatever makes people feel edgy, cool, modern, quirky, unusual, and rebellious will help move product. Nobody cares about meaning or ideology. Capitalism has devoured ideology ages ago. It’s all about a superficial interplay of identities, posing, and playacting in order to be able to consume more. 

In response to this, people have started to denounce the evils of the Communist regimes and the pitfalls of the Marxist ideology. What they don’t seem to get is that this bakery (and its many brethren) is what capitalism is all about. Criticizing the bakery is not about criticizing communism. If you are uncomfortable with the bakery, what you can’t fully accept is capitalism. And if you think it’s a swell idea, you are as neoliberal as one could get. 


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2 thoughts on “Cool Capitalism

  1. Well, there are the AHA cocktails I just saw advertised:

    Libation without Representation
    Moscow Mueller
    Rosé the Riveter


  2. “If you are uncomfortable…
    And if you think it’s a swell idea…”

    What if you just think it’s really stupid? I think this is another case of me not relating to normies.

    I realize capitalism is the least bad socio-economic option (and am tenuinely and unironically grateful for its bounty) but its mechanisms can be very dispiriting…. it’s like the old saying about sausage.


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