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Neoliberal Frameworks: Dominant Ideologies

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3. Dominant Ideologies.

It is clear from these texts that this world at that time was embedded in neoliberal frameworks a framework which honours the individual and constant self-improvement. I do not hesitate to call the individual who owned these item a neoliberal subject, whether they were knowingly so remains up for debate. It appears neoliberalism in some cases was an unavoidable, dominant ideology because of the way it took form both socially and politically. Upon investigating further I discovered the so-called welfare-state’ disintegrated in the 1970s with the end of a cold war and the politics dictated the emergence of the best way to move forward. (Hall et al, 12). Soon after, Margaret Thatcher’s election as Prime Minister of the …show more content…

one), but these translate to entire places, and extend to the individuals within that place through self-branding. Brand is created in the first instance to sell a product of some kind; when this concept extends to place - The HONY texts boasts an arty,creative substance of New York City, and individuals one must ask was there anything in this world that cannot be commodified.Bauman suggests that in this ancient world, one must commodify themselves in order to survive, the branded-self is a commodity sign, essential to a neo-liberal subject’s perceived, packaged identity. These practices are deeply psychological, disciplines allow neoliberal subjects to define themselves in self-governing, individualistic ways (Evans and Riley, 7). While I can only say so much about the psychology of a species I’ve never even met, it is clear that it is tied to the aforementioned forms of capital, subjectivity defined as homoeconomicus (Peters, 4). Under post-fordist capital, projection of one’s self is a form of labour (Alison, ) Thus neoliberal subjectivity is inherently contradictory, while it boasts freedom of choice, defining one’s own good taste and positive experience, one ought to make only appropriate choices conducive to this kind of self-branding labour (Evans and Riley, 7). Combined with growth of consumer culture (Evans and Riley,

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