By AB´SABER TALES
A people who want the fascist brand new, the empty spirit of capitalism as a coup and as a crime, and its great leader, the public life of politics as a coach's dream
The coach is the ultimate representation of the financialization of capital — its maximum abstraction and purity, dominating production and global war — in the realm of culture. A psychologist defined by the increase in the productivity of his client, the coach originated in the ruin of the world of work, of professions and their ethics, in the world of fragmentation and monadization of the destiny of the worker, a seller of anything that no one wants to buy.
He is the very symptom embodied in the lives of the middle classes, at risk of becoming unproductive and ultimately dispensable due to the permanent policy of unemployment. In this world, the coach performs the service of exploiting universal insecurity. He mediates the normal violence in corporate life, promotes false self-help as human truth, the only help available, to pacify a subject without any cultural or exchange value, in the culture of his maximum physical and psychological exploitation.
As the CEO of a gigantic advertising agency, a machine that worked in the background of the country's own politics, once told me: “In the company you can easily earn 100 thousand per month, it's not difficult... you just need to produce 300 thousand per month for me.” This is the world of the coach's values, it is in and through it, supported by individuals, that the coach works.
A world of total pressure from the abstraction of money, without any character or value outside of the return to the market, of the tautological storm of the commodity system referencing itself, to justify the terrorism of its own social life. The harsh reality of winners, on the edge of the greatest defeat, where the coach pontificates.
He is a clinical psychologist degraded in the fixed idea of banal self-help, a profane pastor of the praise of work and money when they have become impossible, a psychoanalyst who has denied the unconscious and transference in favor of suggestive attachment to the self, confusing subjectivity with the production of value and the subject with submission to the racket personal psychic.
The coach is the pastor whose only god is abstract success in the given culture, the corporate psychologist of Human Resources paid particularly to bear the risk of the life of work, of those who still want to be on top, the psychoanalyst who sells his own image, and the multiplication table of ideological reasons, radically committed to the reproduction of the order that puts everything at risk.
There is no dialectic or negativity in the existence of the coach and his “theory” — instrumentalization of the worst of the subjective element present in a psychoanalysis. There is only acceptance, tacit celebration, adaptation as a life strategy, under the calculation and project of the trick, the scam or the swindling of money, to guarantee survival in it. Survival of life that starts and is resolved in the spectacle, translated directly into commodity fetishism, conspicuous consumption.
Selling the degradation of any metaphysics, as long as it is adapted to everything that exists, the coach is the common man's limit support, when he does not go to the coaching service of an evangelical church..., the worldly transferential amulet of the normal, cultural philistine, who, dispensable in all levels of life that have nothing to do with more value, needs someone to put his pieces together, the profane pastor. Exploded by the schizophrenic society itself, which cannot deny thinking in contradiction, the coach's client desires him as the glue for his return to his own impossible world.
The coach's double, a coach without any connection to work, is the promote of permanent life in the generalized enjoyment of images in flux, but of kicks quality thuds, of empty excitement, the an influencer of the internet: the strident, vulgar salesman of anything and everything that exists, that is, that excites someone. The propagandist, of propaganda that has turned back on itself. The culture of the coach is that of survival for the society of the generalized spectacle, of the commodity as everything in life; the culture of the influencer is that of the immanent affirmation of the society of the generalized spectacle, of the commodity as everything in life.
The fascist coach leader is the one who combines his status as a profane pastor with the happy trickery of vampirizing any fetishism, any product, gossip or crime on the networks, the art of the influencer. He performs a metamorphosis of himself, turning into a degraded example, self-celebrated in fusion with the propaganda of everything, to be followed by the masses. The fascist coach leader is the political leader of micro-celebrities, self-generated by the thousands on the networks. The more he appears, the more powerful he is, because in this world, all it takes is to appear to be powerful.
Selling his own dream, the product of the fascist coach, the new leader on the edge of total political degradation — of maintaining capitalism as the final frontier, of exterminating the environment and nature, because humans have been gone for a long time… — is selling his own image, the figure of a grotesquely shining rich man, a sadist who enjoys a bad life, deliberately stupid, as a model for the degraded life in general. The internet political coach, influencer and commodity at the same time, sells the wind of his pure excitement, like every influencer.
However, his excitement is the pure air of himself, the positive ideological constellation of sacrificial love for the market, himself as his product. In fact, people buy from Pablo Marçal only courses, farcical scams, precisely to be like Pablo Marçal; and Olavo de Carvalho knew very well how to be a fascist coach. As in the game, as Marx said, the empty ideology and the personalism of spectacle make the product-himself of the coach function directly as D-D' — money image that makes more money… — without any commodity in between. The coach functioning as a fascist leader is pure identification, a function of mirroring the face of the commodity, a cultural formula of financial capital.
Before entering the political dispute as a true alternative, through degrading success and the arrogance of a winner in a world of total defeats, the coach gathered millions of wretches from destiny and culture, from life and history, on his social networks on the internet, in fact his personal networks. Millions of buyers of the coach's air, trying to reproduce his brilliance and his magical wealth, in fact configure his private cultural industry.
In fact, millions of market lunatics, whom the new industrial rogue, who has retired the razor, operates on through desire as entertainment, as a fantasy of gain through submission to his desire. By paying for the coach's air, the millions of idiots in the world as it is confirm their power at its root: they fundamentally desire it.
The politics of desire, of things, of money in circulation, and of its show, is absolutely confirmed in the coach's desire. He has his own political party, his own cultural industry of fascist propaganda, his network of millions of followers who desire him, and who desire to be the coach — which is nothing if not exactly that. Such militants and activists pay millions to the cultural industry of personality, so that the coach appears to them as a millionaire, out of the radical desire for this to exist.
Because this is the world, the production of wealth based on the production of masses of excluded people, who pay for access, if not exterminated. Owner of a mass party that sells itself as the politics of reality, of the things of ruined social life, the political coach of the masses is the condensation of the cultural thing of neofascism, this new order of political reasons that intrigues so many.
The coach is the salesman in a pyramid scheme of himself, in which he is the image, the model and the lie that his ridiculous wealth will be accessible to everyone. All it takes is for everyone to recognize this, and his total neoliberal coup, of his empty excitement of a grotesque pop clown, will come to power, his true place, like Javier Milei in Argentina and Pablo Marçal attempting a coup in São Paulo.
Just be like the coach, says the coach, and for this the masses need to be silent and watch him, and he needs to enunciate his anti-political violence as politics on his own. You need to be like him, that's why he's the one who speaks. For an imaginary piece of wealth, and to belong to the code of money, clowns in a burning circus tend to hand over everything to the coach. Just as they already did when they bought his courses, which are nothing. Since he has nothing to offer in the context of history, the coach can only cause, draw attention to himself as a clown of the cultural industry he has in his hands, which he in fact is.
Lying the lie that excites, tactical and sadistic audacity, that draws attention precisely because everyone knows it is a lie. Your political lie is just a bet, in a game empty of truth, full of power that generates power. Your performance, on which you depend, is yours. traumaturgy.
With this empty shock, the masses are summoned, subjected to the desire of the commodity coach. A people who desire the fascist brand new, the empty spirit of capitalism as a coup and as a crime, and its great leader, the public life of politics as a coach's dream.
*Tales Ab´Sáber He is a professor in the Philosophy Department at Unifesp. He is the author of, among other books, The Anthropophagic Soldier (Hedra). [https://amzn.to/4ay2e2g]
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