ABSTRACT
The power of neoliberalism flows from its capacity to channel the nonmarket ethics for the purpose of ultimately achieving market ends. The ethics of capitalism is, hence, at its heart one of "problem solving"—finding novel methods and capabilities to cope with and if possible overcome its shortcomings. Central to the "problem and solution" politics has been the concurrent ethical imperative for individuals and groups to adopt the proper attitude and actions necessary for meeting the challenges. The discursive framework positioned capitalist subjects themselves as responsible for sustaining and overcoming the ethical and economic problems of capitalism. The complex and largely paradoxical ethical power relation has dramatic disciplining effects. As the traditional political and organizational options gradually erode, people progressively turn to moral "solutions" for improving capitalism both in their own life and more widely. A rather dominant framing of capitalism since its inception has been its ultimate rightness.
