Professional behavioural modification sectors strengthened capital’s power over workers and consumers.

Evidence

The technostructure (see Chapter 2) developed two new economic sectors whose purpose was to modify the behaviour of workers and of consumers respectively. These highly professionalised behavioural modification sectors significantly enhanced capital’s power (its second nature more precisely). … 8.1 Labour Command Service Sector – Located in and around the workplace, these professionals applied well-researched, scientific management procedures to speed up the labour process and to squeeze more experiential labour out of a given quantity of commodity labour. Their techniques included Taylorist organisation of the factory floor, sophisticated surveillance, Fordist production lines, Japanese management practices (co-opting workers to the company’s ideology), etc. … 8.2 Consumer Command Service Sector – Brimming with advertisers, marketers, copywriters and creative types (epitomised in Chapter 3 by the fictional Don Draper), this sector helped maximise brand rents by manufacturing consumer desires for the large firms’ branded products – thus underpinning their power over both consumers and smaller competitors lacking access to this sector. — Yanis Varoufakis, Technofeudalism, 842

Categorization

• DEFINE: Defines the Labour and Consumer Command Service Sectors as the technostructure’s behavioral modification apparatus.
• corroborated: 2 independent passages support this claim — Yanis Varoufakis, Technofeudalism: What Killed Capitalism, 842
• XREF: connects to: Human capital extends the concept of physical capital to persons’ skills. — Coleman, SocialCapitalCreation-1988, 67; Workers derive status from their power to disrupt and survive the economy; Financialization shifted corporate power from manufacturing and marketing executives toward financial executives. — Gerald F. Davis & Suntae Kim, Financialization of the Economy, 21 (+14 more)

Broader Connections

• Concentrated obligation-credit enhances both individual power and collective output. #contradicts (0.95) — Coleman, SocialCapitalCreation-1988, 93
• The career portfolio externalizes risk onto workers while capital reaps the rewards. #exemplifies (0.95) — Max Haiven, Cultures of Financialization, 455
• Cloud capital functions as a produced means of behaviour modification. #exemplifies (0.95) — Yanis Varoufakis, Technofeudalism, 655
• Capital expands by not paying workers for part of their labor #exemplifies (0.95) — Clara E. Mattei, Escape from Capitalism, 104
• Capital is a social relation conferring extractive power, not just machinery #expands (0.90) — Yanis Varoufakis, Technofeudalism, 792
• Hegemony can be achieved through dominance over the work process. #corroborates (0.90) — Antonio Gramsci, Selections from the Prison Notebooks, 1810
• Blocked power over productive activity produces consumerism as compensation. #corroborates (0.90) — Fredric Jameson, Postmodernism, or, The Cultural Logic…, 689
• Human capital extends the concept of physical capital to persons’ skills. #qualifies (0.85) — Coleman, SocialCapitalCreation-1988, 67
• Financialization shifted corporate power from manufacturing and marketing executives toward financial executives. #responds-to (0.85) — Gerald F. Davis & Suntae Kim, Financialization of the Economy, 21
• Financial crises serve capital by enabling restructuring and reclaiming working-class gains #corroborates (0.85) — Max Haiven, Cultures of Financialization, 498
• Marx’s general intellect can empower capital’s appropriation of social life, not only liberate workers. #complicates (0.85) — Nick Couldry & Ulises A. Mejias, The Costs of Connection, 794
• When visual appearance is labor, bodily modification raises the commodity’s exchange value. #complicates (0.80) — Grant Bollmer, Katherine Guinness, The Influencer Factory, 157
• Lukács conflated the commodity of labour with the commodity of labour-power. #complicates (0.80) — Dirk Braunstein, Adorno’s Critique of Political Economy, 108
• Working people embraced finance as resistance to capital since World War II #complicates (0.80) — Max Haiven, Cultures of Financialization, 514
• Workers derive status from their power to disrupt and survive the economy #complicates (0.75)