Neoliberal capitalism is an economic system that prioritizes free markets and individualism. It promotes competition and rewards success. In this context, identity plays a crucial role in determining how people perceive themselves and others. Erotic identity is no exception to this phenomenon.
Commodification
In neoliberal capitalism, everything becomes a product. This includes love, affection, romance, desire, and attraction. People are expected to package their bodies, desires, and emotions into products for sale.
Dating apps allow users to market themselves through curated profiles, photos, and personality traits. Users can brand themselves as "hot," "funny," "intelligent," etc. They create a persona based on consumer preferences and advertise it to potential partners. This commodification of erotic identity makes it easier for people to objectify each other and view sex as a transaction rather than a relationship.
Branding
The commodification of intimacy leads to branding. Brands promote specific images of gender, race, sexuality, and relationships. They shape what is considered sexy, attractive, or desirable.
Fashion brands sell body types, hairstyles, clothing items, and makeup to enhance one's appeal. Advertising reinforces these ideas by showing perfect models who embody idealized versions of beauty. This creates pressure to conform to stereotypes, which can be harmful to self-esteem and lead to unrealistic expectations.
Market-driven Self-Presentation
Neoliberal capitalism encourages people to present themselves in ways that fit into the market. It prioritizes image over substance. As such, people feel pressure to present themselves as desirable objects rather than whole individuals. They become consumers and producers of identity, constantly refining and rebranding themselves to stay competitive. This can create a culture of performative sexuality where people wear masks instead of expressing authentic selves. The focus shifts from genuine connection to performance and visual presentation.
Neoliberal capitalism has profoundly reshaped how we think about our identities, including our erotic ones. Commodification, branding, and market-driven self-presentation have made it challenging for us to connect authentically with others. We must resist this trend and recognize the impact it has on our personal lives and society.
How does neoliberal capitalism reshape erotic identity through commodification, branding, and market-driven self-presentation?
Neoliberal capitalism has contributed significantly to the commodification of sexuality and gender expression, leading individuals to present themselves based on the latest trends rather than genuine personal preferences. This can lead to feelings of inadequacy and pressure to conform to unrealistic ideals. In addition, market-driven self-presentation may result in a loss of authenticity and individuality in romantic relationships and dating.