Capitalism is an ideology as much as it is an economic system, and we see that in the deep ways it influences our thinking and language in such a wide variety of areas. “Choice,” the language of the marketplace, is the only acceptable language to use to demand individual respect and autonomy. Second wave feminists saw that, and used it very effectively: feminism and self-determination for women became a “choice,” and it is very difficult to argue against anyone’s “choice” in a system ruled by this ideology. In such thinking, power is allowed to slip below our radar: people have to be truly free to “choose,” and the power that would give them genuine freedom – and thus meaningful choices – is not discussed.
— Barbara K Rothman