They live in cities, physically close yet socially apart. Their lives are privatized and depraved. Coca-Cola and loneliness. The social existence of the mass-its rules and regulations, the structuring of its status roles and leadership-are organized through consumption (the mass market). They are all products of a specific social organization. Ours.
Of course, no one sees themselves as part of the mass. It’s always others who are the masses. The trouble is that it is not only the corporations which organize us into the mass. The “movement” itself behaves as a mass and its organizers reproduce the hierarchy of the mass.
Really, how do you fight fire? With water, of course. The same goes for revolution. We don’t fight the mass (market) with a mass (movement). We fight mass with class. Our aim should not be to create a mass movement but a class force.
What is a class? A class is a consciously organized social force. For example, the ruling class is conscious and acts collectively to organize not only itself but also the people (mass) that it rules. The corporation is the self-conscious collective power of the ruling class. We are not saying that class relations do not exist in the rest of society. But they remain passive
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