Neoliberalism and the post-hegemonic war of position: The dialectic between invisibility and visibilities

In: European journal of communication, Band 30, Heft 5, S. 522-538

Abstract

This article aims to understand the dialectic between the visible and the invisible in relation to the post-hegemonic nature of neoliberalism and the role of mediation in that process. The neoliberal ideological project is geared towards making itself invisible, positioning itself as quintessentially anti-ideological and natural rather than ideological. However, the post-hegemonic status of neoliberalism and capitalism requires its constitutive outsides to struggle for visibility so as to be able to make itself invisible. Mainstream media plays a pivotal role in this regard not only in terms of invisibilizing capitalist interests, but also in terms of providing (negative or positive) visibility to the constitutive outsides of capitalism. Mediation also implicates audiences and publics, who could be approached as an increasingly angry and frustrated Spivakean subaltern, distrustful of democracy and of the media. It is argued that a new democratic imaginary is needed, de-territorialized from the market imaginary and mobilizing the discontented subaltern. The question remains, however, whether it is überhaupt possible to unsettle the post-hegemonic status of the neoliberal ideological project.