Everyone knows about the transformation of Che Guevara from a murderous Marxist militant into a T-shirt icon. In recent years, Western elites did something similar to political movements from the Left and the Right, only on a much grander scale.
Around a decade ago, in the fallout from the financial crisis, some of the world’s wealthiest individuals and biggest corporations started deploying the Left’s “woke” tropes to legitimise their own power and to disarm popular grievances. Since then, and especially in the wake of last year’s election, they have adopted the edgy aesthetics and rhetoric of the online Right in service of the same ends.
In both cases, the underlying message is remarkably similar, notwithstanding the enmity between Left and Right, between woke and anti-woke. The message is that all collective action is ultimately in vain; the individual — be he the anti-racist HR specialist of the Left or the heroic gym bro of the online Right — is the only realistic locus of change.
Take wokeness, which roughly emerged back in 2013, when George Zimmerman was acquitted for the killing of an African-American teen, Trayvon Martin, in Florida. This triggered the first Black Lives Matter protests. It was also the year a PR exec named Justine Sacco tweeted a tasteless joke before hopping on a flight to South Africa (“Hope I don’t get AIDS”), only to be fired before the plane hit the Capetown tarmac. In the ensuing years, wokeness and all the adjacent movements, from DEI to #MeToo, swept through and took hold of our mainstream institutions, reaching a fever pitch in 2020.
Most conservatives associate wokeness with progressive utopianism, only the most recent attempt to revive Marxism. But this is a mistake. The woke, to be sure, demanded dramatic changes to our public language, monuments, and institutional practices: “unconscious-bias” trainings became de rigueur at workplaces; newspapers began to capitalise the races; Churchill statues were vandalised. But wokeness was far from utopian — quite the contrary, it amounted to an intensely pessimistic worldview. Drawing from the academic tradition of Afro-pessimism, as the scholar Geoff Shullenberger has pointed out, wokeness ended up “inscribing black oppression into the very fabric of reality”.
In the American context, this served an immediate purpose for a Democratic Party seeking to displace blame for the devastation of the black middle class in the Great Recession. It wasn’t that neoliberal Democrats had bailed out big banks while abandoning African-American homeowners to the vagaries of the market. Rather, blacks were immiserated because racial tyranny was and remains “a metaphysical — even ontological — condition”, as Shullenberger neatly puts it. A metaphysical crisis can’t be blamed on any one policy mix or even remedied by normal politics, and that was the point.
Woke cultural actors thus dismissed the legitimate achievements of civil rights and similar movements in Britain and elsewhere: colourblind justice — the ideal that inspired the likes of Martin Luther King Jr. — was framed as racist. Future progress was similarly foreclosed by the racism that stamped the modern West at its material and psychic origins. Even (and especially) those who denied harboring racial animus were, in fact, irredeemably racist.
The only thing left to do was for people to “work” on themselves as individuals: to “unpack” hidden biases, confess their role in structures of “supremacy”, and lower their expectations regarding things such as objectivity and punctuality, now condescendingly recast as white values. Crises which had concrete fixes, such as chronically low wages, were ditched in favour of vaguely defined ones such as “racial capitalism”, with US firms like American Express and CVS lining up to self-flagellate — even as they resisted antitrust, unionisation, caps on interest rates, and other tangible reforms as ferociously as ever.
Who could fail to notice this dynamic when Hillary Clinton assailed Bernie Sanders by suggesting that the Vermont socialist’s proposed bank regulations wouldn’t undo “systemic racism”? Or when the chief diversity officer at the US outdoor-gear chain REI opened a company podcast by making a land acknowledgment — before launching into an anti-union tirade? Or when a vegan-food firm warned its diverse workforce that unions are for “old white guys”?
The role of wokeness as a prop for institutional power is so familiar now as to be cliché, even among many progressives. Much less understood, however, is how corporate power is putting the edgy online Right to the same use today.
The online Right took shape amid the stresses of lockdown and corporate-approved race riots in 2020 and 2021. The streams that fed it included Right-wing populism; the manosphere starring Andrew Tate; crunchy moms, vaccine skeptics, and “chemtrail” watchers; along with sundry edgelords whose anti-woke provocations soon gave way to overt racism, among other tendencies.
There was always an element of bootstrapping individualism here, especially in the American variety of the online Right. Yet in their more productive forms, these subcultures mounted systemic critiques of oligarchy and a “deep state” that included not just government actors, but also corporate power. Pervasive censorship — carried out not by governmental agencies, but Silicon Valley firms — had alerted them to how overweening private actors can imperil freedom. Ditto so-called debanking, a sinister new private-censorship method road-tested on Right-wing populists such as Nigel Farage.
As a result, taming “Big Tech” censorship was all the rage among Right-wing populists on both sides of the Atlantic. Republican lawmakers, for example, took up Section 230 reform, threatening to revoke the special legislative licence that permits social-media platforms to censor or promote content but without the defamation liabilities that traditional publishers carry.
Other conservatives, most notably Supreme Court Justice Clarence Thomas, mused about treating such platforms as “common carriers”, the ancient common-law doctrine that bars firms operating things like public toll roads and rail lines from discriminating against customers. Just as your land-line provider can’t drop you based on what you say on the phone, the argument goes, so the likes of Facebook should be barred from un-personing users based on their viewpoints.
It wasn’t just social media. If Silicon Valley giants could amass a vast and unaccountable power, some on the Right wondered, were there other market actors that deserved similar scrutiny? When he was still a relatively sane anchor on Fox News, for example, Tucker Carlson devoted a long and penetrating segment to the asset-stripping of a beloved Midwestern sport-goods chain by Elliott Management, the hedge fund controlled by the uber-hawkish GOP donor Paul Singer. Some on the populist Right in America even took to calling themselves “Khan-servatives” in homage to Lina Khan, then-President Joe Biden’s crusading anti-monopoly czar.
But it all came to naught. That’s because, beginning in 2022 with Elon Musk’s takeover of Twitter (now X), the oligarchy pulled off a rapid and astoundingly successful ideological shape-shift: rebranding itself as the enemy, and the chief victim, of woke middle managers.
Musk is, of course, the figure who best embodies this alchemy of corporate power. Having once promoted DEI in his own firms, he now routinely and positively interacts with X accounts that traffic in explicit racism and antisemitism — agreeing with one, for example, that Jews are behind multiculturalism.
Spicy stuff. But take a closer look: his purchase of X and, I suspect, his toying with edgy memes motivated the Right to abandon Big Tech reform. One of “their own”, after all, was now in charge of the most politically sensitive platform. It didn’t matter that the basic power asymmetry between platform and user remained unchanged. Indeed, censorship still goes on — only now it takes place at the behest of one man, rather than being directed by a bureaucratic class with a clear set of rules and an appeals process with a human being (rather than a robot) on the other end.
Nor were many on the Right bothered by Musk’s blending of governmental authority (the Department of Government Efficiency) and private power (X) that so alarmed them when the ancien régime did the same thing during the pandemic. Seen this way, it becomes clear that Musk rescued not so much free speech as the very narrow class of men who own the social-media platforms.
Musk is far from alone. Another richly instructive example is Jeff Bezos. Not too long ago, the Amazon boss placed his firm at the forefront of corporate America’s Black Lives Matter push. Moreover, Amazon for years banned When Harry Became Sally, a scholarly critique of gender ideology by the conservative thinker Ryan Anderson.
Yet now Bezos has inexplicably un-banned Anderson’s book and directed The Washington Post, the newspaper he owns, to promote free-market and libertarian ideology. His new friendliness with Donald Trump’s GOP earned him and his fiancée an invitation to join the 45th and 47th President on the inauguration dais. The new administration has also handed Amazon a raft of deregulatory wins, not least an early attempt to cripple the National Labor Relations Board, the New Deal agency tasked with enforcing collective bargaining, including at Bezos’s Dickensian warehouses.
Again, the power asymmetry between Amazon and its workers remains unchanged under the firm’s new ideological dispensation. But with rare exceptions, the Right has ceased to speak out about workers oppressed by his mega-firm.
Perhaps most astonishing is how the oligarchs managed to reframe even populist regulators as agents of a woke deep state. Soon after the election, tech oligarchs led by Musk and Meta’s Mark Zuckerberg (another censorious wokester-turned-Trump bestie) began to complain about the Consumer Financial Protection Bureau, or CFPB, established in the wake of the financial crisis to combat banking scams, especially those targeting downscale customers, the type who tend to pull for Trump at the ballot box.
Sure enough, one of the new administration’s first steps was to “delete CFPB” (as Musk had called for), compelling it to drop its legal cases — including against banks that insisted on the right to debank customers — and putting the agency under Office of Management and Budget director Russell Vought, an old-school pro-business Republican.
In a memo setting out its reasoning, the White House described the CFPB as a “woke, weaponized arm” of the deep state that had given “itself the right to regulate Americans’ checking accounts”. Which sounds pretty bad — until you realise that by regulating checking accounts, they meant banning banks from piling on fee after fee on low-income customers who overdraw their accounts. Also cited as an example of the CFPB’s “woke” tyranny was a rule requiring the removal of medical debt from credit reports.
In short, the populist Right’s anti-woke edginess and solicitude for the put-upon “anon” was absorbed, commodified, and elevated into a new “dialect of power”. In the bargain, the movement was divested of its radical policy energies. Much as the Left had cashiered its more radical economic demands for more diversity training, so the Right learned to content itself with CEOs who would “own the libs”.
All that remains now of the online Right is the bootstrapping self-help element: bodybuilding; the consumption of raw milk and animal protein; “trad” marriages that smack of kink; vaccine avoidance; and the like. But here, too, the movement has been of service to the oligarchs, by generating fantasies of the genetically superior CEO or entrepreneur onto whom millions of temporarily embarrassed non-CEOs could project themselves.
The fate of woke and anti-woke alike is a testament to corporate elites’ capacity for absorbing oppositional trends, symbols, and ideals, thus turning potential threats into a means for the upkeep of institutional power. It’s also a reminder of the limits of culture-centric politics for confronting the power differentials generated by markets. Not to put too fine a point on it: capital is happy to grant your pronoun requests — and equally happy to throw Roman salutes — so long as wages and unions are kept down and antitrust regulators are brought to heel.
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Source: UnHerd Read the original article here: https://unherd.com/
