Neoliberalism divides the world into winners and losers. It accomplishes this task through its ideological linchpin: the individualisation of all social phenomena. Since the autonomous (and free) individual is the primary focal point for society, social change is achieved not through political protest, organising and collective action, but via the free market and atomised actions of individuals. Any effort to change this through collective structures is generally troublesome to the neoliberal order. It is therefore discouraged.
An illustrative example is the practice of recycling. The real problem is the mass production of plastics by corporations, and their overuse in retail. However, consumers are led to believe that being personally wasteful is the underlying issue, which can be fixed if they change their habits. As a recent essay in Scientific American scoffs: “Recycling plastic is to saving the Earth what hammering a nail is to halting a falling skyscraper.” Yet the neoliberal doctrine of individual responsibility has performed its sleight-of-hand, distracting us from the real culprit. This is far from new. In the 1950s, the “Keep America Beautiful” campaign urged individuals to pick up their trash. The project was bankrolled by corporations such as Coca-Cola, Anheuser-Busch and Phillip Morris, in partnership with the public service announcement Ad Council, which coined the term “litterbug” to shame miscreants. Two decades later, a famous TV ad featured a Native American man weeping at the sight of a motorist dumping garbage. “People Start Pollution. People Can Stop It,” was the slogan. The essay in Scientific American, by Matt Wilkins, sees through such charades.
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