What’s up with the “trying to build my empire” line on Instagram profiles lately? Really, everyone is trying to build an empire? How about just trying to live your fucking life? Oh, right, anyone who does that is “lazy.” Everybody is trying to be Jeff Bezos, since being an ordinary person apparently doesn’t cut it anymore. Since when is the goal of the average person “building an empire?” (of course, I know the answer, since Neoliberalism). I don’t think there are enough resources for 200+ million people in the U.S. to each have their own “empire”—by definition an empire consists of the ruler and the ruled: an emperor and subjects.
How is it that people say these things uncritically? It’s like Neoliberalism in America has become so internalized, so ingrained, so much the water in which we swim, that it’s penetrated into our very soul.
And what’s up with all the MLM stuff everywhere? It seems like every woman on Instagram is engaged in some sort of multilevel marketing sales scheme. There are the old standbys like makeup (Mary Kay, Avon), with all sorts of new skin care/beauty products joining the mix. The latest schemes are things like essential oils and products made out of CBD. Then there are the always-popular health supplements. Everyone’s social media now is hawking product (when not posting conspiracy theories). It’s like everyone is a seller, but there are no buyers.
And are we ever going to reach Peak Supplements? It seems like every celebrity in the world is hawking some sort of magic pills. Tom Brady is the latest to jump on the bus in a field pioneered by luminaries like Alex Jones, Joe Rogan, Gwynneth Paltrow, Tim Ferriss, and countless televangelists. It’s like their core business model is deliberately attracting an audience of gullible paranoiacs so you can continually sell them useless shit. It was only a matter of time before a politician like Trump used this exact formula to win and maintain political power as well. I have a hunch he’s just the beginning.
This is what we call “business” today?
And related to that, whenever someone signs up to shill for one of these companies, they often say something like “proud to be a member of the [insert scam product] family.” Family? Really??? What’s with this idea that all of these money-making operations are any sort of family? Um, you’re not a member of a family; you’re an employee. How sad is it that we have come to be gaslit into seeing employers as like our families—employers that owe us nothing and will terminate us without remorse based on numbers on a spreadsheet.
To say the language of late capitalism is Orwellian doesn’t to it justice.
And has anyone noticed the posters with exhortatory messages that have sprung up all over capitalist workplaces? It’s like something out of the late stage Soviet Union. Dig that coal, bale that hay, tote that barge!
And no wonder. Just like in the late Soviet Union, morale has long since eroded away, replaced by dark cynicism and gallows humor over things like unpayable debt and health care bills. Any connection between “hard work” and reward has been severed for the vast majority of people. Whatever class you’re born into, that is where you’ll stay. So we need to constantly encourage the proletariat to keep their noses to the grindstone, because previous motivators like prosperity, stability and social advancement are long gone.
And the similarities to the late Soviet Union don’t stop there. We have the spectacle of a fossilized gerontocracy exemplified by Trump, Joe Biden, Nancy Pelosi, et. al., unable to respond to the dire challenges facing the country, just like the uninspiring grey bureaucrats of the late stage Soviet Union. We have a cynical youth alienated from the political process and facing declining living standards with no realistic way to change course. We have a media that’s basically party propaganda. We have mass spying on the citizenry beyond anything the Soviets could muster. And lately, we even have secret police “disappearing” people off the streets of American cities to unnamed dark sites.
It’s capitalism run amok. We’re not just workers anymore—we’re all perennial hustlers; we’re all an “empire of one.” We’re popping magic pills for “total human optimization” while waiting for “our ship to come in.” We’re substituting instrumental money relationships for genuine ones. Every parent is working like a madman to give their kids any edge in the unremitting status tournament of American life. As Chris Rock observed, “anytime you’re talking to an American, you’re really talking to their agent.” And it’s only gotten worse since he first made that observation.
This culture is so toxic. It’s irredeemable. It’s one reason why I feel so alienated and alone in America. How can you possibly relate to anyone else in a culture like this? How can you have any kind of genuine relationships when everyone around you is a hustler; when everyone is spending every waking moment climbing the status latter and “building their empire?” It’s just so hopeless.
Have I mentioned how much I hate marketing as an idea?
I wish humanity would think about this: We literally live to market ourselves to others in order to gain income, one way or another.
And it ruins EVERYTHING.
It may be time for me to get a nice, out of sight dishwashing job.
— Peter Joseph (@ZeitgeistFilm) July 19, 2020