THE DIALECTICS OF CAPITALIST HEGEMONY AND CULTURAL EROSION: A MARXIST READING OF NOW THAT YOU’RE RICH

Abstract

In the contemporary global order, capitalism has emerged as a dominant force that not only perpetuates the exploitation of marginalized communities but also contributes significantly to the erosion of indigenous cultures. Through the mechanisms of bourgeois hegemony, local traditions, ethical frameworks, and cultural identities are increasingly replaced by global capitalist ideologies, making resistance difficult for indigenous communities. This study investigates the ways in which capitalist hegemony contributes to the disintegration of indigenous culture in Datta and Ahuja’s Now That You’re Rich. Grounded in the Marxist literary perspectives of Marx, Engels, and Lukács, it employs a qualitative, analytical, interpretive, and deductive methodology to explore the novel’s representation of cultural transformation under capitalism. Marxist theory, with its focus on class relations, ideological domination, and collective resistance to exploitative economic systems, provides an effective framework for examining how capitalism reshapes cultural realities. The study highlights the dialectical relationship between the expansion of Western capitalism and the gradual weakening of locally valued socio-cultural traditions. As market-driven forces gain prominence, traditional codes of conduct and indigenous moral frameworks are increasingly marginalized, while Westernized lifestyles are normalized as desirable markers of social mobility and success. The study also emphasizes the urgent need to critically examine the unchecked expansion of capitalism and its cultural consequences. It ultimately suggests that Marxist principles of social justice, collective welfare, and resistance to economic exploitation offer valuable insights for preserving cultural authenticity, reducing social inequalities, and fostering a more equitable and culturally inclusive society.