Fordist rationalisation creates a new human type through psycho-physical adaptation before hegemony.

Evidence

In America rationalisation has determined the need to elaborate a new type of man suited to the new type of work and productive process. This elaboration is still only in its initial phase and therefore (apparently) still idyllic. It is still at the stage of psycho-physical adaptation to the new industrial structure, aimed for through high wages. Up to the present (until the 1929 crash) there has not been, except perhaps sporadically, any flowering of the “superstructure”. In other words, the fundamental question of hegemony has not yet been posed. — Antonio Gramsci, Selections from the Prison Notebooks, 1067

Categorization

• DEFINE: Introduces the core idea that economic rationalisation aims to produce a new type of man, and ties it to the question of when hegemony becomes the central issue.
• XREF: Connects to the reader’s Islamophobia toolkit: hegemony as a concept recurs throughout, and this grounds it in production before culture.