The rise of neoliberalism has led to an increase in the value of leisure and
consumption, consequently, the value assigned to work - when viewed as an integral part of
self - has decreased. This means that people have much higher expectations for their
consumption, meaning they feel less alienated by work because it does not feel an integral
part of them. However, they are increasingly alienated by the limitations of their
consumption. This is because although capitalism seemingly caters and liberates our
demands, in reality, it is a calculated objectification of the individual that gives rise to a
standardised and normative sense of choice (Archibald, 2009). When this is analysed with the
alienation an individual endures because of work, it demonstrates a displacement of their
basic human needs for hedonism and consumerist patterns. As such, enough satisfaction is
derived from work that they are alienated from themselves and cannot comprehend their
situation. However, when people’s needs are not met, or they realise they are being ignored
or alienated, it leads to populist uprisings like those that have been seen in the 'Arab spring'
and more recently in the election of President Donald Trump and the Brexit vote (Marcuse
1969; Tejerina, 2013). This means that the essence of alienation is conserved, however, it
(alienation) now stems from consumer trends and disillusionment with the government.
In conclusion, Marx’s theory of alienation is still relevant today, despite a subtle
change in through alienation. The concept of alienation is highly applicable to the modern
day, yet it is now more associated with consumption and production-based alienation. The
central element is the quest for dignity, for recognition as a worthy human being - this was a
central concern for Marx. Since there is significant scope for the realisation of dignity, a
concerted effort should be given to assign social characteristics to capitalist processes. This
would overcome the inherent problems within capitalism; however, the alienation
experienced through consumption will be hard to combat. Marx’s solution would be to make