Slavoj Žižek on the Feel-Good Ideology of Starbucks

Back in 2010, we presented an animated video where Slavoj Žižek, our favorite Slovenian theorist, identified a new trend in modern capitalism. Nowadays, marketers have found a crafty way to rework Max Weber’s Protestant Ethic. They tell us we can achieve personal redemption not through hard work and amassing savings, but by consuming the right products. When you buy eco-friendly products, fair trade goods, or products that yield some kind of charitable dividend, you don’t have to think twice about the cost of your consumerism. Not when you’ve done some good and earned yourself some good capitalist karma.

This line of thinking returns in Žižek’s new film The Pervert’s Guide to Ideology, where, once again, he focuses on one of the world’s most effective marketing operations, Starbucks. This, after having seemingly imbibed a “Venti” or “Trenta” portion of the product.

To drill deeper into Zizek’s thoughts on this subject, see his 30-minute lecture “First as Tragedy, Then as Farce.” For more clips from his new film, see our recent posts:

Slavoj Žižek Examines the Perverse Ideology of Beethoven’s Ode to Joy

Slavoj Žižek’s Pervert’s Guide to Ideology Decodes The Dark Knight and They Live

via Biblioklept

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Comments (5)
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  • Derm-in-NH says:

    This guy is a hoot! Just watch; in ten or so years he will be making ads for Louis Vuitton.

  • Uncle Bill says:

    How very, very profound – never would have worked that out for myself. And another thing – didn’t your mother tell you to use a hanky when you needed to wipe your nose?

  • Alex says:

    Could he lay off the coke next time? But yes, well put.

  • Raymond says:

    Dam.. That is truth. I have to admit I have been guilty of this rational. And then all the links.. that was pretty legit.. Okay, excuse me while I go rethink my life.

  • Kritdikorn Wongswangpanich says:

    This photo answers it all.nn

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