“Since, in our society, free choice is elevated into a supreme value, social control and domination can no longer appear as infringing on subject’s freedom. They have to appear, instead, as (and be sustained by) the very self-experience of individuals as free. There is a multitude of forms of this un-freedom appearing in the guise of its opposite. When we are deprived of universal healthcare, we are told that we are given a new freedom of choice, namely to choose our healthcare provider; when we no longer can rely on long-term employment and are compelled to search for a new precarious position every couple of years, we are told that we are given the opportunity to re-invent ourselves and discover new, unexpected, and creative potentials that lurked in our personality; when we have to pay for the education of our children, we are told that we become the “entrepreneurs of the self,” acting like a capitalist who has to choose freely how he will invest the resources he possesses (or has borrowed) – into education, health, travel… Constantly bombarded by imposed ‘free choices,’ forced to make decisions for which we are mostly not even properly qualified nor possess enough information about, we more and more experience our freedom as what it effectively is: a burden that deprives us of the true choice of change.”
SOURCE: Žižek, Slavoj. “Fictitious Capital and the Return of Personal Domination.” The Philosophical Salon.