Instead of the anti-capitalist ‘no logo’ call for a retreat from semiotic productivity, why not an embrace of all the mechanisms of semiotic-libidinal production in the name of a post-capitalist counterbranding? ‘Radical chic’ is not something that the left should flee from — very much to the contrary, it is something that it must embrace and cultivate. For didn’t the moment of the left’s failure coincide with the growing perception that ‘radical’ and ‘chic’ are incompatible? Similarly, it is time for us to reclaim and positivise sneers such as ‘designer socialism’ — because it is the equation of the ‘designer’ with ‘capitalist’ that has done so much to make capital appear as if it is the only possible modernity.

Marx’s whole analysis on this point, in fact, is accelerationist to the core. What Marx is saying is that if there is a postcapitalism, it consists precisely in the progressive divorcing of capital itself from capitalism as a human social formation. Two further conclusions result from this sequence of passages — and I admit this is a deliberately biased selection, and that it is worth reading the chapter in full — which ought to shake any ‘postcapitalist’ praxis to its foundations.
Firstly, the ‘contradictions’ of capitalism are precisely its strength as a productive force: crises are a way for capitalism to overcome the declining rate of profit, and this is not a sequence of decay where with each crisis capitalism becomes weaker and weaker but quite the opposite: it is a process of
exponential expansion.
Secondly, the road to ‘postcapitalism’ is over the corpse of nonalienated humanity. Now this, precisely, is the root of Marx’s inhumanism…

At the moment, too much anti-capitalism seems to be about the impossible pursuit of a social system oriented towards the Nirvana principle of total quiescence — precisely the return to a mythical primitivist equilibrium which the likes of Mensch mock. But any such return to primitivism would require either an apocalypse or the imposition of authoritarian measures — how else is drive to be banished? And if primitivist equilibrium is notwhat we want, then we crucially need to articulate what it is we do want — which will mean disarticulating technology and desire from capital.

…the construction of an alternative modernity, in which technology, mass production and impersonal systems of management are deployed as part of a refurbished public sphere. Here, public does not mean state, and the challenge is to imagine a model of public ownership beyond twentieth-century-style state centralisation.

…in this way you situate yourselves on the most despicable side, the moralistic side where you desire that our capitalize desires be totally ignored, brought to a standstill, you are like priests with sinners, our servile intensities frighten you, you have to tell yourselves: how they must suffer to endure that! And of course we suffer, we the capitalized, but this does not mean that we do not enjoy, nor that what you think you can offer us as a remedy — for what? — does not disgust us, even more. We abhor therapeutics and its vaseline, we prefer to burst under the quantitative excesses that you judge the most stupid. And don’t wait for our spontaneity to rise up in revolt either.

Jean-Francois Lyotard, Libidinal Economy, trans. l. H. Grant (London: Athlone, 1993), p. 116.

“proposes to see capitalism as the most productive moment of history and the most destructive at the same time, and issues the imperative to think Good and Evil simultaneously, and as inseparable and inextricable dimensions of the same present of time. This is then a more productive way of transcending Good and Evil than the cynicism and lawlessness which so many readers attribute to the Nietzschean program.”

PhD student. Interests in critical theory, radical democracy, new materialism, ideology, science fiction, and extreme metal.

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