Neoliberalism and Sectarianism, a Case Study of the Marketing Networks

Document Type : Research

Authors

1 MA Sociology Razi University

2 Sociology - Razi University

Abstract

Neoliberalism is another leaf of capitalist dynamism in which every step taken is a step towards market fundamentalism and reduces all individual actions to the field of consumption and benefit. The implementation of this idea has fueled the rise of new sects, and the purpose of this research is to understand the mechanism of these sects. The initial premise of the research is that neoliberalism reproduces itself through marketing and market making network companies, and this is one of the important tools and components of the construction of the neoliberal subject. The concept created in this research is sectarianism in order to advance a new problem and with its help to clarify the neglected relationship between neoliberalism and the category of sectarianism. This research has progressed by using a critical approach and relying on personal observations, which finally led to the ideal type of market cults that have financial content and pursue exploitation at a deeper level. The main technique of data collection is participatory observation (with participation in seminars, weekly training sessions). Of course, in order to clarify the atmosphere of induction to the participants, we have made references to the basic texts introduced or cited by the leaders of the meetings; Texts that were an important part of the meeting and work environment of the company and were passed from hand to hand among the members or were regularly relied on in the statements of the leaders. Exploitation in these sects has two aspects; One is the exploitation of the subject on a smaller level and leads to the creation of merchant/consumer figures, and on a larger scale, all its mechanisms serve to stabilize the state of exploitation of the ultimate capitalism.

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References

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International Political Economy Studies
Volume 7, Issue 2
December 2025
Pages 249-271

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History

  • Receive Date: 25 December 2023
  • Revise Date: 06 July 2024
  • Accept Date: 06 July 2024

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