The neoliberal political economy has transformed many aspects of human life, including sexuality, into a form of capitalist exploitation. In this context, intimacy is seen as an exchangeable resource that can be sold for profit. This process began during the Industrial Revolution when the family unit was broken down, resulting in the proliferation of gender roles and the separation of work from home. Neoliberalism further accelerated this trend by commodifying all forms of labor, turning even emotional and relational interactions into market opportunities. As such, desire itself becomes a product to sell and consume in an increasingly commercialized society.
To understand how neoliberalism influences sexuality, one must consider the origins of capitalism's expansion into personal life. Capitalists initially saw sex as a private pleasure rather than a public good, but this changed after World War II. With increased consumer spending and greater disposable income, businesses were able to target people's desires more effectively through advertising and other means. The rise of mass media also contributed to the commodification of sexuality as images and stories became readily available for consumption. Companies realized they could make money by selling products associated with sex, leading to the development of the pornography industry and other related industries.
Today, we see the effects of this capitalist approach everywhere. From cosmetics ads that promote beauty standards to dating apps that facilitate relationships based on superficial qualities, the commodification of sexuality permeates our culture. Even the most basic human needs are now monetized - love, companionship, and pleasure are no longer considered innate or universal rights, but rather something to be purchased on the open market. This has created a culture where intimacy is seen as a transaction instead of a genuine connection between two individuals.
Neoliberalism has transformed traditional gender roles, making men and women into competing economic agents rather than equal partners. Women are expected to be both nurturing mothers and successful professionals, while men are expected to provide financially without any emotional investment in their family or community. The result is a hyper-individualistic society where competition is the norm, which further undermines intimate relationships.
The commodification of sexuality under neoliberal political economy has changed how we view desire, intimacy, and relationships. It has transformed them from inherent aspects of life into products to buy and sell, leading to increased consumerism, exploitation, and inequality. To resist this trend, people must recognize the value of mutual respect, empathy, and collaboration over profit motive and self-interest. By doing so, they can create more meaningful and fulfilling connections with others despite the pressures of capitalist economies.
How does neoliberal political economy commodify sexuality, transforming intimacy into a marketable resource and influencing desire?
Neoliberalism is an economic model that emphasizes individual responsibility, free markets, and private enterprise. This approach encourages individuals to view themselves as consumers who can actively choose their desires and fulfill them through purchasing goods and services. Under this system, relationships become commodities, with individuals seeking out partners based on personal satisfaction rather than long-term commitment or compatibility.