Laurie Penny's article, "Smile till it hurts," offers a candid opinion on the fear of failure, competitiveness, consumerism, and individualism. Penny argues that from an early stage young people are forced to believe their performance is being monitored, thus creating a competitive nature in the minds of the young. Furthermore, Penny addresses the struggle between middle-class and working-class children; Penny states, "And just as middle-class children learn that they are expected to succeed, working-class children learn that they are expected to fail: there is no room for them on the trajectory of neoliberal growth." In saying so, it is evident that interpellation exists for the working class; they believe they are freely making choices when in reailty the dominant party covertly controls their decisions. The commodification of success stories, such as Oprah’s fame from surpassing economic disadvantages and achieving remarkable accomplishments, reifies American values and capitalist ideology. Penny's views are similar to Craig's theory that most workers of the world are trapped in "wage slavery." This critique on class struggle, consumerism, and capitalism is a prominent argument for Marxist criticism against the latter. Furthermore, Penny argues that the increase of labor by the working class has not diminished the amount of labor nor increased pay for these individuals as it has done in the past. Penny says, "People are working longer, harder hours in the belief that they can exceed their circumstances through remarkable individual effort-but this belief is increasingly baseless. But as social mobility and equality have declined across the Western world, the belief in social mobility has become more desperately entrenched." Her point expresses that the working class continues to strive for success but never seems to reap its benefits. The working class is trapped in the belief system that capitalist ideology has seamlessly imposed on them.
Additionally, Craig expands on the notion of hegemony at play in our society. He references that the capitalist ideology constantly dominates how we think and act in society to prevent the working class from realizing its subjugation. The ideas in Craig’s post add to our class discussion on the instability of the word “subject.” The notion of a subject is contradictory because it can suggest someone who controls and someone who is controlled. The capitalist ideology, through interpellation, constructs the subject to fit a particular mold as a consumer that feels in control and autonomous. Not only does capitalist hegemony prevent a revolution from occurring, but it also convinces those against the system to blindly participate in an ideology that they think they reject. Subjects unknowingly subject themselves.
One telling example that Craig describes is of the jeans display with the Communist Manifesto. He suggests the way in which capitalist ideology commodifies any references to a communist revolution, making those interested in revolutionary ideas feel that they are in fact rejecting the capitalist dominance. The dominant ideology, in this case capitalism, uses its hegemony to remove any potential threat to the ideology. It makes the threat unknowingly accept the dominant ideology and participate in it. Craig references the idea of “cultural capital,” which as we have seen in class is something that gives access to high cultured artifacts and status. Craig’s use of the term suggests that consumers of the jeans find themselves to be highly cultured and associated with revolutionary ideas and therefore “independent thinkers who take naughty pride in their rejection of the conformities of American capitalist culture.” The exploited class therefore does not feel that the ruling class is exploiting it and continues to subject itself to the dominant ideology.
Furthermore, Ali Abbas' article, "Is Constructive Competition Possible?" suggests that the only way for society to flourish would be to abolish consumerism and capitalism, thus creating its own ideologies. Abbas introduces Slavoj Zizek purview on the capitalistic state. Zizek argues, "People who have been deceived by twentieth-century communism and disillusioned with twenty-first century capitalism, in their search for justice, will have to start from scratch and invent their own ideologies...neither communism nor capitalism provides adequate solutions for mankind's pressing desire for a better life, including social and economic justice." Abbas' article suggests the societal break away from private ownership and transgression into a system that benefits mankind as a whole.
As Craig’s post conveys, those subjected to the capitalist ideology do not realize their own subjugation and therefore advance the survival of the ideology. This entrapment allows for the dominant power to maintain its authority while eliminating individualism and taming any potential threat against the system. It is only through a complete split from the ideology that any sort of autonomous thinking would be possible.