Culture as a weapon of capitalistic propaganda

This is not min. It was emailed to me and I couldn't find any source so I am sorry to the author...

 Capitalism Uses Culture to Perpetuate Ideological Dominance Over the Working Classes by Transforming Bourgeois Values into Universal Norms

The text reflects Georg Lukács' understanding of the role of culture in the capitalist system, where it is employed as a tool to sustain the bourgeoisie’s ideological dominance over the working classes. This concept can be better explained by analyzing the main points with examples:

1. Culture as a Tool of Domination

Culture is not neutral or spontaneous; it is crafted and designed to serve class interests.

The bourgeoisie imposes its values and cultural concepts as universal norms, making them appear natural, while they actually sustain their dominance.

Example:

Hollywood Movies: These films often present a stereotypical image of success and happiness tied to wealth and excessive consumption. The bourgeoisie is depicted as a symbol of prosperity and progress, while the struggles of the working classes are either hidden or portrayed as individual issues that can be overcome through hard work.

2. Transforming Bourgeois Values into Universal Standards

Bourgeois values such as consumption, individualism, profit-seeking, and competitiveness are portrayed as universal values representing the natural evolution of society.

This leads the working classes to adopt these values, even when they go against their own interests, further alienating them.

Example:

Fashion Culture: Standards of beauty and luxury are promoted, requiring continuous spending on clothing and accessories. This fosters a consumerist culture where the working classes allocate significant portions of their income to unnecessary products.

3. Domination Through Education and Media

Education and media are key tools in imposing bourgeois ideology.

Knowledge and history are presented in ways that highlight the bourgeoisie’s role as drivers of human progress, while the contributions of the working classes are marginalized.

Examples:

Educational Curricula: Focus on the achievements of capitalists and large corporations without critiquing the economic system or highlighting workers’ struggles.

Advertisements: Create new consumer desires and link them to happiness and social acceptance, compelling the working classes to work harder to fulfill these "needs."

4. Erasing Class Consciousness and Promoting Consumer Culture

Class consciousness is replaced with a consumer culture that drives individuals to focus on fulfilling personal desires rather than collective change.

Social problems are framed as individual issues solvable through consumption or self-improvement.

Example:

Television Dramas: Poverty and unemployment are often depicted as personal failures rather than outcomes of an unjust economic structure.

5. Exploiting Art to Reinforce Bourgeois Values as Shared Symbols

Art is used to reproduce bourgeois values, presenting them as representations of beauty or absolute truth.

This allows audiences to unconsciously internalize these values.

Example:

Romantic Films: Frequently associate happiness with the ideal bourgeois marriage, which requires a certain level of wealth, thereby reinforcing the cultural objectives of capitalism.

Conclusion

Lukács argues that cultural hegemony is not merely a coercive force but a soft domination that reshapes people’s consciousness, encouraging them to accept the status quo without resistance. By controlling culture, capitalism allows the bourgeoisie to present its values as universal and natural, obstructing the development of the class consciousness necessary for change.

Marxism is not merely an economic tool but a framework for analyzing societies as interconnected structures.