“Economics is the method: the object is to change the soul.” Understanding why Thatcher said this is central to understanding the neoliberal project, and how we might move beyond it. Carys Hughes and Jim Cranshaw’s opening article poses a crucial challenge to the left in this respect. It is too easy to tell ourselves a story about the long reign of neoliberalism that is peopled solely with all-powerful elites imposing their will on the oppressed masses. It is much harder to confront seriously the ways in which neoliberalism has manufactured popular consent for its policies.
The left needs to acknowledge that aspects of the neoliberal agenda have been overwhelmingly popular: it has successfully tapped into people’s instincts about the kind of life they want to lead, and wrapped these instincts up in a compelling narrative about how we should see ourselves and other people. We need a coherent strategy for replacing this narrative with one that actively reconstructs our collective self-image – turning us into empowered citizens participating in communities of mutual care, rather than selfish property-owning individuals competing in markets.
As the Gramscian theorists Chantal Mouffe and Ernesto Laclau observed, our political identities are not a ‘given’ – something that emerges directly from the objective facts of our situation. We all occupy a series of overlapping identities in our day-to-day lives – as workers or bosses, renters or home-owners, debtors or creditors. Which of these define our politics depends on political struggles for meaning and power.
