I believe this occurs through the propagation of hegemonic ideas presented as taken-for-granted and common sense knowledge, by media controlled by the elites (See Gramsci). The power held by the elite classes and capital itself, relies on this ‘normalization’ of these belief systems, thus maintaining the status quo. Similarly through the education system (see Bourdieu)

Hi Kim, great question

I agree with Linda, that "capitalist ideas" have gained an a hegemonic status. I´m particularly intrigued y the question of how and why capitalist ideas are widely and often (seemingly) unconsciously accepted. In line with (for instance) Herbert Marcuse one could argue that capitalist ideas exercise a form of social control that is build in our everyday life (e.g. language, when we speak fo "Human Resources" or "human capital" without reflecting upon the implications of such terms), politics (when for instance welfare state retrenchment is presented as "liberation from compulsory state-systems" or a move to strengthen individual responsibility).

Western organisations (e.g international corporations) are certainly important by providing benchmarks and best-practices thus disseminating managerial ideas across the globe. The same is true for the educational system- including higher education. The rise of an "academic capitalism" (e.g. Richard Münch), the "Output obsession" if researchers, the importance of impact factors, the invention of ever more "measures" (including the ResearchGate Score) has turned universities themselves into a kind of academic factories that compete in international "rankings". No wonder then if the output of such academic factories are students who take capitalism (that is norms of competition and efficiency) for granted...

Each soldier has a marshal's cane injured. Napoleon Bonaparte So do people without culture, who believe that capitalist society will facilitate their enrichment. A beautiful dream.