Critique of one-dimensional thought then and now. Confronting two critiques of ideology through a longer view of capitalist platformization

Abstract

This article examines the often-overlooked critiques of ideology in analyses of current capitalism. Therefor the concept "platform" is adapted to the capitalist market structure itself, allowing to compare different phases of capitalism's plat-formization and corresponding critiques. Marcuse's and Zuboff's analyses serve as case studies. Both examine the triad of capitalism, technology and subjective experience, arguing that technology stabilizes domination. In Zuboff's version consensus is achieved, not least, through the manipulation carried out by a "new priesthood" that employs "means of behavioral modification". The article con-cludes that, due to feudalization tendencies, such theory of priestly deception may, to an extent, be justified.