Soon after the Occupy London Stock Exchange movement had begun, the novelist turned Conservative politician Louise Mensch, appeared on the BBC TV programme, Have I Got News For You?, taunting the protestors with the claim that the occupation had led to the “biggest ever queues at Starbucks”. The problem, Mensch insisted, was not only that the occupiers bought corporate coffee - they also used iPhones. The suggestion was clear: being anti-capitalist entails being an anarcho-primitivist. Mensch’s remarks were ridiculed, not least on the programme itself, but the questions that they raise can’t be so easily dismissed. If opposition to capital does not require that one maintains an anti-technological, anti-mass production stance, why - in the minds of some of its supporters, as much as in the caricatures produced by opponents such as Mensch - has anti-capitalism become exclusively identified with this organicist localism? Here we are a long way from Lenin’s enthusiasm for Taylorism, or Gramsci’s celebration of Fordism, or indeed from the Soviet embrace of technology in the space race. Capital has long tried to claim a monopoly on desire: we only have to remember famous 1980s advert for Levi jeans in which a teenager was seen anxiously smuggling a pair of jeans through a Soviet border post. But the emergence of consumer electronic goods has allowed capital to conflate desire and technology so that the desire for an iPhone can now appear automatically to mean a desire for capitalism. Here we think of another advertisement, Apple’s notorious “1984” commercial, which equated personal computers with the liberation from totalitarian control.
- Postcapitalist Desire, Mark Fisher









