Craig says “literature necessarily contains capitalist ideology and advances some of the priorities of the ruling class, however marginally or indirectly, regardless of the author’s intent. From this perspective, the experiences, class position, gender, and race represent only one contributing factor to how the text expresses meaning.” As we learned in class, overdeterminism is an effect rising from a variety of different causes, not directly from the base (the economic system). So though capitalism is at the base of literature, it is not the direct way it’s formed. Ideology works through hegemonic control, especially in institutions in our society.
The public school system by which we learn literature, and more importantly how we are to read it, is was Althusser calls an ISA (state ideological apparatus). Craig points out, “Traditional American reading practices, the kind taught in our public high schools, for example, tend to privilege the author.” In school, the way we are taught is that the author has all authority and power. However, even the author doesn’t realize that the way they write is inherently affected by the culture they live in. Texts, while identifying opposition in the capitalist society, cannot possibly get around the influence of the society they are in opposition to.
Craig uses the example of Shakespeare to explain his point. He argues, “Students are taught that Shakespeare’s work comments on the essential or universal qualities of humanity, as though our experiences with love and sadness and goodness are not shaped by our class positions.” Basically, through ISA of education we are taught to think as though there isn’t a class struggle in Shakespeare, because that might point out some faults in our own system today. Instead we are taught to see that Shakespeare’s goal is to teach us how to be better people, an idea that relates to liberal humanism. We see however, through what Craig is saying that the ideology in literature forms a hegemonic control over those who are learning.
Not only is education an ISA, but as is fashion. In the beginning of his post, Craig talks about the Communist Manifesto being sold alongside trendy clothing, to not only play off the jean color, but to also put the jeans on a rebellious pedestal. Though he questions if this is in fact an end to the communist threat in the United States, Craig deduces, “It offers an example of how the ruling class appropriates those ideas which it finds most threatening. It commodifies them and mystifies their meaning, while also potentially taming the subversive behaviors that might result from them.” The way an ISA works is that they use ideology to sympathize, but operate through hegemony. For example, people wearing this clothing think they are individuals, but in fact they are being constructed that way, and are in no way ‘free’.
As seen through the “communist fashion sense”, people don’t exactly understand what they think they are standing for. They don’t see that the ruling class are keeping control of them buy letting them think they are being radical. A good example of the misconception of communism is in discussing communist China. In the article, "How Communist is China?"by Christopher Beam for Slate.com. The article begins, “General Motors sold more cars in China than in the United States in the first half of 2010, and China now accounts for one-quarter of the company’s global sales. That seems like a lot of capitalism for a country that calls itself communist. How communist is China, really?” It goes on to discuss the blatant capitalist qualities of the Chinese society, and while it still does retain a few communist traits as well, it isn’t the communist country that Americans seem to know. In our society we are taught what communism is through the examples of other countries, even if those said examples do not live by the ideals of Karl Marx and Fredrich Engels. We are taught communism is bad, capitalism is good. What you think you know is driven by capitalist ideology…even if you don’t realize it.