Ève Chiapello

Um, these were almost considered a bit of a watershed moment because post that time, and I, I guess you can couch that in the wider counter-cultural revolution of the '60s more broadly, that, um, you know, it, it signaled a kind of shift in how corporations work, from being quite structured and hierarchical and quite kind of pragmatic to being a little much more flexible in how they go about using images and s- to further their, um, their profit margins and, and their, their s- their spread, I guess.

And yeah, people like, um, Bolchinsky and Chiapello in their book, um, The Spirit of New Capitalism, they argue quite strongly and, you know, in what is essentially 550 pages of this argument, that post 1968, uh, capitalism has got much better at doing this.

So it's not necessarily new, uh, but it's, it's th- the, the ways in which, uh, capitalism has changed, its processes have since around the kinda late '60s, early '70s, and from then you see a lot of this stuff, uh, happening, a lot of this appropriation happening.

And it actually happens much quicker now, and I think with the advent of social media, it's sped up even more.