Fruit trees in this world are ancient and exhausted sticks coming out of poor soil; the people of the village are worn down to their skulls, caricatu… - Fredric Jameson

The moderns were interested in what was likely to come of such changes and their general tendency: they thought about the thing itself, substantively, in utopian or essential fashion.

It would seem essential to distinguish the emergent forms of a new commercial culture - beginning with advertisements and spreading on to formal packaging of all kinds, from products to buildings, and not excluding artistic commodities such as television shows (the "logo") and best-sellers and films - from the older kinds of folk and genuinely "popular" culture which flourished when the older social classes of a peasantry and an urban artisanat still existed and which, from the mid-nineteenth century on, has gradually been colonized and extinguished by commodification and the market system.

This matter of periodization is not , however, altogether alien to the signals given off by the expression "late capitalism," which is by now clearly identified as a kind of leftist logo which is ideologically and politically booby-trapped, so that the very act of using it constitutes tacit agreement about a whole range of essentially Marxian social and economic propositions the other side may be far from wanting to endorse. Capitalist was itself always a funny word in this sense: just using the word - otherwise a neutral enough designation for an economic social system on whose properties all sides agree - seemed to position you in a vaguely critical suspicious, if not outright socialist stance: only committed right wing ideologues and full-throated apologists also use it with the same relish.