But just because something seems natural does not necessarily make it positive or desirable. There is, though, a general tendency for people to believe that the world is just. When someone is poor, this is a potential challenge to the assumption that the world is just. One way to cope is to believe that the poor person is to blame.
Of course, for wealthy and privileged people, it is tempting to believe that they deserve their wealth and privilege, and that others deserve their misfortune. Beliefs in the virtues of capitalism are commonly stronger among its greatest beneficiaries.
Part of day-to-day experience is interacting with other people. If others share certain beliefs, it can be hard to express contrary views, and easier to keep quiet or adapt one’s beliefs to standard ones.
A second source of beliefs is schooling. Children learn conventional views about society, learn that they are supposed to defer to authority and learn that they need to earn a living. Just as important as what is learned in the classroom is what is learned from the structure of the schooling experience: pupils are expected to follow the instructions of their teachers, a process that is good training for being an obedient employee.
A third source of beliefs about capitalism is the mass media, especially the commercial media, which “sell” capitalism incessantly through advertisements, through pictures of the “good life” in Hollywood movies and television shows, and in plot lines in which good guys always win. Due to global media coverage, basketball star Michael Jordan became a cult figure even in countries where basketball is not a big sport. Jordan is a symbol of competitive success. He embodies the assumption that someone can become rich and famous by being talented and that being rich and famous is a good thing, worth identifying with and emulating. Jordan thus is living testimony to the capitalist marketplace, even setting aside the products that he endorses. Sport generally is something that is sold through the mass media, especially television, and used to sell other products, such as Nike running shoes and McDonald’s.[17]
As well as the beliefs listed above, there are others commonly found in capitalist societies, but of course not everyone subscribes to every one of these beliefs. Nevertheless, the passionate commitment to certain core beliefs by some people (especially those with the most power) and general acceptance by many others makes it possible for capitalism to carry on most of the time without the overt use of force to repress challenges. This process is commonly called hegemony.
There are quite a few contradictions within usual belief systems. Here are some examples.
The ideology of capitalism is a free market in labour. This implies unrestricted immigration, but all governments and most people oppose this.[18]
Sexual and racial discrimination is incompatible with a labour market based on merit.
A free market in services implies the elimination of barriers based on credentials. For example, anyone should be able to practise as a doctor or lawyer.
A key group involved in shaping belief systems is intellectuals. Although universities are attacked by right-wing commentators as havens for left-wing radicals, in practice most academics, journalists, teachers, policy analysts and other knowledge workers support or accept the basic parameters of the capitalist system. Through advertising, public relations, policy development and public commentary, intellectuals give legitimacy to beliefs supportive of capitalism. Many of the most vehement intellectual disputes, for example over employment, public ownership and taxation, are about how best to manage capitalism, not how to transcend it.
Destruction of Alternatives
For the past several centuries, alternatives to capitalism have been systematically destroyed or coopted. Sometimes this is through the direct efforts of owners and managers and sometimes it is accomplished by the state.
The family-based “putting-out” system of production was replaced by the factory system. The new system was initially not any more efficient but gave owners the power to extract more surplus from workers.[19]
Workers’ control initiatives have been smashed. Sometimes this is at the factory level. In revolutionary situations, such as Paris in 1871 or Spain in 1936-1939, it has been at a much wider scale.
Provision of welfare from the state, including pensions, unemployment payments, disability and veterans’ supports and child maintenance, undercuts community-based systems of collective welfare and mutual support.[20]
This helps to atomise the community, making state provision seem the only possibility.Worker-controlled organising is opposed. Trade unions are often tolerated or cultivated as a way of coopting worker discontent, so long as the unions focus on wages and conditions rather than control over production.