The new SVT series shows the same old capitalism in new packaging
‘You want to be Free from time you want to be free of place and you want to earn a lot of money. “Says the online contractor Elias In the new series “Biggest, Best, Rikest” by SVT. A factory worker in the 1930s would probably not recognize himself, but in principle they operate within the same capitalism. But what is constantly taking on a new form is difficult to step in and if someone has ever spent himself in trying to understand the voters of capitalism, one must seem to understand this easily, but hard to understand in nature.
The sociologists Luc Boltanski And Ève chiapello Conceived the concept of “The New Spirit of Capitalism” in 2018. In the book with the same name, they explain how capitalism was transformed in the 1970s, after the criticism of the alienation of daily life and the hierarchical system of work. The conflict was between employers and employees who were exploited on their work.
But as you know, capitalism has never disappeared, it only switched from fixed to liquid form. At the request of the employees, the days were reorganized as “autonomy” and “creativity”. Digital nomads can sit on the planet anywhere and work in a soulless co-working space. The result was also a working life with freedom – of both material and mental stability.
In “Biggest, Dear Rikest” If we follow five young entrepreneurs who could nevertheless be advertising columns for the new capitalist mind. “I want Svensson’s life in a certain way, but I don’t want it alone. I want so much more,” says the designer Amanda Who, in addition to the clothing company, has worked in a clothing store for the past four years to stay financially fluent. ElinWhat is more influenced, says she is looking forward to going to events, because “sometimes it can be a bit lonely if you are just at home and film collaborations.” It is a dystopia disguised in free drinks.
SVT knows very well that they made for a boxing bag, like me. Those who want to be able to point to rootlessness, the non -existent creativity, the requirement for self -production and say: “Is this what you call the labor law measures?!”.
You are just to blame if things are not going well
Of course, the setbacks of the participants are also imprisoned in the photo, but also the panic traps and hospital visits contribute to the perfect story about the entrepreneur who, against all expectations” Which I The world of Elin seems to mean to reach 200,000 followers on Tiktok, so that she can feel that “she exists” and so that she “can still be a bit proud of herself”.
Boltanski and Chiapello believes that the new capitalist era is characterized by a “cooler” form of capitalism, which is more subtle in exploitation. The previous exploitation was easier to set up words. Elias, the online contractor, started his company because he did not want to work as a truck driver if his father wanted to work. In his hometown most people work in stock or as a carpenter, but Elias wants to decide in his own time and does not wear his body. It is classical criticism of work. And of course he is right that there is a value in it. The is Luxury to work from home and not to report at the end of the day or even at the end of the month.
But when the back of the new spirit of capitalism appears in the form of sleeping problems, burn -out, feelings of insufficiency, there is no one to focus the criticism. You only have to blame if things are not going well. The entrepreneurs say it themselves, but in other words. There is no one who slows down the forward movement except one self. “And in this way capitalism lives on in us as a cancer bump that cannot be found.
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