Identifying the Implications of Neoliberalism on American Culture: Neoliberal Culture and The Apprentice

This project analyzes American neoliberalism within a cultural framework. Shifting from an understanding of neoliberalism only as a political and economic structure, I intend to study its effects in a non-economical realm. I present my own scholarly analysis of neoliberalism as a cultural structure, that is-- a collection of social behaviors and norms, which are rooted in American neoliberalism and free market rationality. Outgrowing the economical realm, this structure extends market rationality and competition into all spheres of life, which used to be out of the markets reach. To provide a thorough analysis of this cultural structure, which I will call neoliberal culture following the term used by Patricia Ventura, I offer a close reading of the United States version of the reality television show, The Apprentice (2004 -) as my popular culture artifact. The Apprentice is the ideal cultural artifact for neoliberal culture studies as it is a direct output of that cultural structure; it fetishizes wealth, naturalize competition, and relies on market rationality to offer solution to problems that the contestants face. Combining traditional thesis with creative writing, I conclude my project with a short story, which describes a future world where neoliberal culture (market rationality and commodification of everyday life) dominates peoples lives.