Neoliberalism displaces race into market-mediated commodified self-presentation

Evidence

In the new South Africa, as Irlam concludes, then, neoliberalization has meant not so much the demise of race as the displacement of its meanings, first from biology and then cultural difference now to the market-mediated value of commodifiable condition: can you dance, do you look good, are you healthy (looking), what fashion do you drape about you, what car do you drive, what bills do you bear in your wallet? But also what mega-church have you joined, what born again experience to hold at bay the effects of the born again racisms, what evangelical salvation are you seeking as cloned salve to the cutting competition of radically individualized neoliberal life? Class maps race, hardly unhinged from its older anchors of reference. — David Theo Goldberg, The Threat of Race, 1606 (#corroborates, via linked claim)

Categorization

• XREF: connects to: Market-driven exaggeration of eccentricity makes the individual complicit in his own commodification.; Online self-presentation expresses a neoliberal subjectivity applying market principles to identity — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 25; Neoliberalism absorbed countercultural self-fashioning into self-optimization via the neurochemical self — Philip Mirowski, Never Let a Serious Crisis Go to Waste, 421 (+9 more)

Broader Connections

• Neoliberalism displaces racial markers onto marketable and consumable identity conditions. #corroborates (0.97) — David Theo Goldberg, The Threat of Race, 1606