Precorporation: the pre-emptive formatting and shaping of desires, aspirations and hops by capitalist culture
It's good to have a word to sum up the effect that capitalism can have on us, especially through pernicious advertising.
The lamp I want is playful. Confident. Carefree yet sophisticated. Qualities I want to embody… but buying the lamp won’t give me those qualities (though I would enjoy looking at it).
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