The new master

Analytic work confronts us with an undeniable evidence: the market has taken the place of the ancient master. We no longer obey kings or dictators, but algorithms that predict our desires, metrics that evaluate our productivity, indices that measure our worth. The capitalist discourse operates as an invisible but omnipresent master, needing no whip because it has advertising.

This new master is more efficient than any historical tyrant: it doesn't demand explicit submission, but makes us believe we freely choose our servitude. Each act of consumption is celebrated as an expression of individual freedom, while binding us more firmly to the chain of programmed desire. The market doesn't prohibit: it seduces, promises, incites.

The true perversion of capitalist discourse lies in its ability to turn even rebellion into merchandise. Our protests transform into market trends, our discontent into business opportunities, our search for alternatives into new market niches. The modern master doesn't fear revolution: it packages and sells it at a discount.