IBNA- Persian translation of the book 'Neoliberal Culture' (2016) by Jim McGuigan which expounds the last stage of capitalist world's hegemony has been published in Persian and is available in Iranian bookstores.
Centered on culture policy in the Continental sense, the book has been translated into Persian by Nariman Afshari. Tehran Municipality's Bureau for Social and Cultural Studies has released 'Neoliberal Culture' in 296 pages and 300 pages.
Monica Sassatelli, Senior Lecturer in Sociology, Goldsmiths, University of London, UK writes on this book: "Ever a master of compelling and detailed critique, here Jim McGuigan completes the work he started with Cool Capitalism. Neoliberal civilization is sharply dissected and displayed for analysis this book is a must-read and will shape the debate to come."
Neoliberal Culture challenges cultural policy research and media studies to forge a more sophisticated and critical understanding of the politics of culture today. It is a sequel to Jim McGuigan's earlier ‘Cool Capitalism’ and goes much further with his interrogation of how present-day capitalism commands the cultural field.
Neoliberal principles and practices have achieved global hegemony over recent decades with implications for every aspect of social and cultural life. This book focuses specifically on the politics of culture with regard to the arts, media and everyday life under present-day neoliberal conditions. The author argues that there is a neoliberal structure of feeling that is yet more deeply entrenched than its cool-capitalist veneer might suggest.
Neoliberal 'common sense' reduces all value, cultural and humane, to economic value and refashions the self psychologically and in a precarious labor market according to entrepreneurial ruthlessness and the 'free-market' imperatives of contemporary capitalism.
Jim McGuigan is a leading exponent of a critical approach to cultural analysis that is relevant to urgent public issues of policy. He has published several books and a great many articles on a wide range of contemporary topics in the arts and communications. He is also a visual artist.