Interesting animated video in which Renata Saleci argues that the ideology of choice (that dominant and domineering ideology of today) is not productive of social change. Choice is not only reified as an imperative of consumption, but also of perception.Choice leads to anxiety – what will people think of my choice?; Is what I choose the best choice I could make? what about the things I can’t have because of the choices I make? … and also breeds an army of experts to help us to make the best choices. 

The idea of choice is embedded in neo-liberal capitalism. We make choices and are successful or not on the bases of these. It’s OUR choices that matter. If we fail then it’s because of poor choices we make not because of any structural biases in the system.

So, neither on an individual nor a social level are choices conducive to social change in a capitalist system.

 

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