Capitalism: The Lost Realm of Fun and Pleasure

The world has certainly become more political these days, more so than seemingly ever before. During the peak of the Cold War, while the West furtively feared the East and its ideology, there were never any explicit moments of political coercion. Your neighbors weren't partisans who would bang at your door and force you to proclaim your allegiance to the party of capitalism. While the Marxist-Leninist ideology was assumed to be the life-blood of Eastern culture, one could be left to their own apolitical devices in the West—capitalism was "fun and cool." Although the West had its own form of political propaganda, there was no obligation to the message.

"Unlike communist propaganda aimed at shaping one's worldview," capitalist advertising only had one thing in mind: sell items. It was about products and services. Levi's weren't manufactured and sold for ideology. One didn't drink Coca-Cola because it represented Western values. Comic books weren't read for moral guidance. Political involvement was volitional, not mandatory. These products were about money for the corporation, and happiness for the consumer.

The capitalist did not care about your ideology, he only cared about your money. Goods and amenities were sold for pleasure and convenience, not meaning and commitment. Under capitalism, one was seen as relaxed and individualist; under communism, dogmatic and radical. Today, ideology has replaced contentment. Advertising is now used to promote radical dogma; goods and services no longer align with leisure and enjoyment, but are tools to shape political thought.