preemptive shaping of desires
In Capitalist Realism, chapter 1, Mark Fisher states how commodification has taken such a large role in the production of 20th century culture that it has shifted from reacting to culture to preemptively shaping desires and predefining the culture to come, as a form of Hyperstition.
What we are dealing with now is not the incorporation of materials that previously seemed to possess subversive potentials, but instead, their precorporation: the pre-emptive formatting and shaping of desires, aspirations and hopes by capitalist culture. Witness, for instance, the establishment of settled 'alternative' or 'independent' cultural zones, which endlessly repeat older gestures of rebellion and contestation as if for the first time. 'Alternative' and 'independent' don't designate something outside mainstream culture; rather, they are styles, in fact the dominant styles, within the mainstream.