Anti-capitalist movements in a totally capitalist context
By Denisa Sudureac
Introduction
In the last few decades, we have seen a rise in social outrage against the capitalist economic system we live in. Slogans such as ‘Eat the Rich’, ‘Tax the Rich’ or ‘End Capitalism’ have started to become more prevalent through all kinds of media – this ranging from Instagram posts to graphic T-shirts and graffiti sprayed on the walls of train stations. These messages have started to continuously appear more frequently in our everyday lives – seeping into our subconscious (Fisher, 2009). However, such sayings are only a minute aspect of what one may call ‘the great anti-capitalism movement’ – a movement that has been adopted by the masses (Fisher, 2009). This article will therefore look into multiple examples of various anti-capitalist movements that have sparked substantial events which beg the question of, ‘Can anti-capitalist movements or statements avoid commodification, or are they inevitably absorbed into the capitalist system they hope to challenge?’
Background
In our current world – one constantly threatened by crises such as global warming, class struggle and forced labour – capitalism tends to be held responsible. In capitalist societies, individuals are valued in terms of their income level, and companies exploit the world’s resources – focusing on the profit they create in lieu of the consequences of their actions. This attitude can be seen in movements such as the popularization of the ‘Eat therich’ slogan and the rise of the ‘Anti Capitalist Resistance’ paper. Though anti-capitalist actions have risen in popularity - and further gained more following - all seem to fall short of their initial goal (Fisher, 2009). As history has revealed, anti-capitalist movements within the media instead turned into trends and products of mass consumption – this allowing for producers to bring in substantial earnings – all into their own pockets (Fisher, 2009). In this sense, the anti-capitalist media transforms into a hypocritical movement, benefitting and complying to the rules of the very system it goes against. In order to understand this further, we will delve into three major events: Alexandria Cortez’s ‘Tax the Rich’ dress at the 2021 Met Gala, Aerosmith’s hit-song of ‘Eat the Rich’ and Banksy’s artwork.
Analysis
Firstly, the ‘Eat the Rich’ statement goes as far back as 1793, an idea addressed by Rousseau towards the French nobility during the ‘Reign of Terror’ (Li, 2023). Two centuries later, in 1993, the slogan became the title of one of Aerosmith’s (an American rock band) biggest hits. The song became a fan favourite and was used as the opening of the ‘Get a Grip Tour’. The message behind lyrics such as ‘Eat the rich, / There’s only one thing that they’re good for’ seems quite straightforward, and incredibly radical – until one considers the fact that the band has a combined net worth of more than $530 million (Wilson, 2018), (My Sunday Song – “Eat the Rich” by Aerosmith, 2022). What was once a statement against the elite was ultimately sold, packaged, and profited from by the very system it sought to criticize.
Secondly, a more recent event is that of American politician’s Alexandria Ocasio-Cortez' infamous ‘Tax the Rich’ dress – worn at the 2021 Met Gala. The choice of wearing the Aurora James creation at such an elitist event created a wave of media attention, AOC being described as ‘the hottest red-carpet event of the year’ by the Guardian (Villarreal, 2021). The garment was not only the subject of multiple social posts, but also ‘inspired’ fast fashion brands such as Etsy to create replicas of the dress. The result of this was a large variety of products with this statement inscribed, from dresses to cardboard figurines, sold out following the politician’s red carpet appearance. To add to the irony, the slogan became a merch collection on the ‘Official AOC shop’ – turning a critique of the wealthy into a marketable brand (Cortez, 2024). What was intended as a bold condemnation of wealth inequality transformed into yet another commodity.
Lastly, anti-capitalist rhetoric is not absent from the art world either. Banksy, a pseudonymous english-based artist has been one of the world’s best sellout artists for decades (BBC, 2024). He is known for his impactful artworks which carry very strong political statements. The artist’s critique of capitalism and consumerism are recurring themes in his art (Banksy explained, 2021). However, these pieces of art can only be purchased by incredibly wealthy people as their prices range from $5.6 million to $21.6 million (Argun, 2025). The most recent example of such a sale is that of “Crude Oil (Vettriano)” that took place in march this year and reached the price of $5.4 million (BBC, 2025).
All three examples stated above clearly show that, even when bold and provocative, anti-capitalist statements and movements often become co-opted and commodified – benefiting those who take instead advantage of potential profit. The most interesting factor is that these individuals become much better off – through the workings of the very system they wish to go against. AOC sparked a high level of media attention wearing the ‘Tax the Rich’ atthe MET Gala, but in the end, transformed the statement into a merch collection, charging $58 for one sweater (The Guardian, 2020). Aerosmith’s song, regarding how the rich are only good for feeding purposes, is prevented from becoming such an impactful message once people realize that the band’s members are just as much a part of the social class that they despise. When it comes to Banksy’s art, its strong anti-consumerism message ironically becomes a trend and an incentive for the wealthy to buy it and hang it as a kind of ‘trophy’ on the walls of their mansions.
Conclusion
To conclude, anti-capitalist movements do not seem to reach their goal, bringing social awareness to light – at best. Though a multitude of individuals have started to adopt and advocate against the system, a significant portion seem to miss the initial standpoint and fall into the capitalist trap instead. However, the aim of this article is not to discourage or go against these movements in any kind of way. It rather wants to raise awareness among those who want to go against the system. It encourages them to take a step back and view the bigger picture through a more critical eye. Only through constant analysis and action can these people make an actual impact on today’s society. The examples stated above, although ironic because they end up feeding into the system they wish to destroy, have all reached a very important first goal: raising awareness among the masses. It is only to be seen how anti-capitalist movements will evolve in the years to come and whether it will be possible for them to create a real change in society without going against their own values.
References
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