“…Consequently, in the new spirit of 'cultural capitalism', people buy experiences and lifestyles that are entwined with the cultural injunction to enjoy, just not too much (Žižek, 2002). Dangerousness has been removed as consumers buy into fantastical, risk-free products that promise healthier, more ethical lifestyles/experiences -authentic fulfilment and self-realisation -which also relieve anxiety, reduce fear and promote happiness, supposedly (Ayres, 2019b;Winlow & Hall, 2016;Žižek, 1989). Removing these malevolent dangers has become an investment of biopolitics (Žižek, 2003) at a time where the protection of human life is paramount and fear dominates (Žižek, 2008).…”