Jesse Walker looks at efforts to take the notion of “capitalism” and wrap it up in the more user-friendly term “free enterprise”:
[T]here’s an effort afoot to rebrand “capitalism” as “free enterprise.” On the face of it, I like the idea. Capital is going to be a central part of any modern economic system, whether or not there’s a lot of government intervention. By contrast, the phrase “free enterprise” implies economic liberty.
Unfortunately, MSNBC identifies the chief force behind the idea as the U.S. Chamber of Commerce, a group whose commitment to economic liberty is so strong that it came out for TARP, the Detroit bailout, and the 2009 stimulus. If the Chamber were more honest about its outlook, it would reject “free enterprise” for a more frank label, like “corporate welfare.” But I suspect that wouldn’t be good branding.
In the same way we had to give up the historical meaning of the word “liberal” to folks who used it to imply almost the opposite, we should probably abandon the word “capitalism”. For a start, the word was popularized by that great pamphlet writer Karl Marx, and it has a pejorative connotation to most people who hear it used. “Capitalists” are folks in top hats who ride in chauffeured limousines and have no sympathy or respect for “the working man”. Try subbing in “Plutocracy” or “Rich F*cking Bastards” and you’ll get close to the popular image of the current term.
In any argument where you try using terms that have been appropriated by your opponents, you’re already ceding the high ground. “Capitalism” is a word that comes pre-loaded with all the negativity your opponents delight in — don’t play their game by their rules!
