Capitalist Ethos
the commoditization of the individuation process
DOI:
https://doi.org/10.21901/2448-3060/self-2024.vol9.202Keywords:
political economic system, racial and ethnic relations, individuation (psychology)Abstract
The spread of human behavior guided by capitalist ideology, in collaboration with norms of apolitical psychology as an ideological instrument, has shaped us as commodities of an individualist economy. The capitalist economic system establishes itself by maintaining socioeconomic segregation. In this reflection, we analyze the dialogues between Jungian analytic psychology and how capitalism perpetuates its ethos by commercializing racial diversity as a commodity. In the American scenario, the prevalence of thoughts about white supremacy in culture results in the structural dynamics of whiteness, which transcends the physical appearance and includes mechanisms to maintain ownership of symbolic and material racial privileges to the exclusion of non-whites. In the Brazilian scenario, ideological apparatuses and repressive forces remain under the control of certain families, colonizing minds and territories. Hooks debates the impact of white supremacy on black people and the importance of love and critical education in the resistance to the whiteness of life. In what ways does the dissemination of market logic, combined with apolitical psychology, feed back into the individualist economy in which diversity is a commodity? Although Jung describes the individuation process as the double movement of removal of projections and the integration of unconscious psychological contents, analytic psychology language makes its base invisible within Africanist and Indigenous bases. Brewster alerts us to the negative qualifications associated with the polarity of the dark as support for the shadow of white people, highlighting the mechanisms of self-alienation. Celeste makes evident the need for reconnection with our lineages in the process of healing of the colonial complex. We conclude that the dissolution of transgenerational symptoms of the racist legacy demands that society undertake a conscious effort to overcome the epistemicidal policies toward the non-white.
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