An international comrade of mine recently argued that communist movements need to seriously consider the necessity of "branding" themselves in a systematic manner. After all, the masses are aware of bourgeois companies due to a process of marketing and branding that has instilled logos, catch-phrases, product concepts, and commodity ideas on their very consciousness: innumerable people are aware of what it means to facebook or google someone, just as they are aware of the logos of these corporations––we can cite countless examples. Thus, if communism is seeking to achieve cultural hegemony and make its ideological position known in a context where the ruling ideas of the ruling class are often codified by a commercial sensibility, it must also find a way to insinuate itself within a discourse that people have been socialized to understand as the primary mode of comprehension.
Let's be honest: communism isn't always the most "hip" ethos, even for those who…
Let's be honest: communism isn't always the most "hip" ethos, even for those who…