[...] The work which audience members perform for the advertisers to whom they have been sold is to learn to buy particular "brands" of consumer goods, and to spend their income accordingly. In short, they work to create the demand for advertised goods which is the purpose of the monopoly capitalist advertisers. While doing this, audience members are simultaneously reproducing their own labour power. [...] As the Chinese emphasized during the Cultural Revolution, if people are spending their time catering to their individual interests and sensitivities, they cannot be using the same time to also overthrow capitalist influence and to build socialism.