Cutting it Closer: On Gillette and Social Politics

The ‘New Spirit’ of Capitalism that Zizek discusses, and that Gillette illustrates, can be marked as the embodiment of Capitalism’s remarkable capacity to revolutionise itself so to continue the accumulation of Capital. The adage of a cultural-value to the commodity form is but the nub of this revolution – one can now consume ethically, the very critique that befell Capitalism in the last century.