Ideology at Work
“Do what you love”, is a tip shared between someone who may be 5 or 50. However, what if what you love isn’t good enough? Well, that’s the catch. In my opinion, I believe a better way to phrase this would be “love what you do”. With that, you can do whatever works best for you but still have the option to find things you love within it. By the way, this is all coming from the mind of a capitalist.
Capitalists need to work to live, and depending on the way they work will sculpt the way they live.
“If we do not adapt we die”
Comes from “The New Spirit of Capitalism” and simply explains the effects of capitalism. If one does not accept the responsibilities that come with this way of living, he or she will fail to succeed (Boltanski). On the other hand, accepting this way of life and working with it and its challenges will lead to a “successful” life. Successful in the means of accomplishing a desired result. At times, we become confused by what is and isn’t successful due to our idealistic viewpoints. Within the article, Boltanski briefly mentions that capitalism creates anxiety- yet motive (Boltanski). Motive to work hard in life, and more or less become successful. By becoming successful, it is not necessarily owning the best designer brand purse or fanciest car. It can be raising a family, and living a happy and healthy life. Although, to do so one must still work and earn enough money for a comfortable lifestyle.
Unfortunately, a lot of people forget about the other sides of success and choose to define it with the price tag under their name. This is because all around the world the use of social media, television, or advertisements has brainwashed many people by telling them what success is. This definition is usually promoting a certain lifestyle or brand name that the media or product advertises.
An article from the New York Times, written by Noah Johnson, is titled “A New Man’s Wear Brand, Inspired (Loosely) by The Military” instantly caught my eye. At first, I could not comprehend how wrong everything is about this title. Personally, looking at our military’s apparel as a fashion statement is nauseating and insulting. To me, this is taking a life-saving uniform and mocking it as a runway outfit. However, it works because of capitalism. Kenneth Nicholson is a man who succeeds in capitalism from the power of ideology, and what it tells people to value (Johnson). He is a well-known fashion designer, and is coming out with his new collection. He did spend four years in the navy, so he personally knows what he is talking about when it comes to these uniforms (Johnson). Kenneth is successful because he has accomplished his desired goal in the fashion world, and his success comes from the people who find value in his products.
There is a large difference between market value and use value, and that is where Kenneth’s success comes into play. Even though a shirt he sells may be just like an average shirt that sells for so much less, his customers find a higher market value in his products than the cheaper shirt. This is because some customers will believe that his label has a much greater value to them because it can define their success. This is by simply proving to others that they have enough money to afford the shirt. In some cases, the expensive product may have more use value due to much nicer material, but more than often it is the market value that is desired. This market value is influenced by capitalism, because if one is rich in money then people believe that that person must be doing something right.
Many find this idea of wealth through ideology because it tells them what is right or wrong, and most people like being told what to do so they listen. I am not saying that people love taking commands, but it is some of these ideologist views that create limits for people; then they are free to run within those limits. Infinite freedom is not existent, so it is these limits that keep people under control and on the same page. Many know these viewpoints are wrong, but they do it because they simply enjoy it. This enjoyment helps people find joy in what they do, so they can love what they do. Capitalism is not easy, but making something worth it can make it easier.
