The recent words of #AOC calling "a crazy phase" the #woke movement embraced by the progressive left in the past few years triggered a deep reflection in me.
The "woke" term that many in the past years came to associate with academic progressive elites wasn't actually born in academic campuses, nor on TikTok.
It was already used in the first half of the 20th century by the Afro-American communities, as an invite to stay aware, avoid being cheated, and in particular it meant being aware of all the forms that systemic racism keeps manifesting in a society built on racist premises.
In the aftermath of phenomena like BLM, #MeToo and other social revolutions, the term expanded to include awareness about all forms of systemic discrimination against all minorities or disadvantaged classes.
It started entering the academic debate and dig on all the old rotten roots that caused many forms of systemic discrimination - colonialism, sexism, social privilege, power relationships, exploitation, and so on.
But it's around this time that the "woke" term started to morph.
From "keep your eyes open" it became to embrace an entire ideology that developed around it.
It became a badge to wear, a hashtag to share.
The corporate world reacted the only way it can react when a new social phenomenon emerges - by creating a new marketing segment.
It didn't really address the structural issues and barriers that eventually manifest as inequalities or discriminations.
It just created "woke capitalism" as a response to increased demand about symbols and slogans that could be easily associated to specific ideological traits.
The focus gradually shifted from "don't discriminate against your employees" to blurring the lines between political views and marketing campaigns.
From shooting movies or series that didn't deliberately exclude a category of people, to obsessing with "inclusive casts" at all costs.
From supporting the right for LGBTQ+ people to live their lives without facing discrimination, to organizing parades of corporate logos painted in rainbow colors for the pride month.
From actively fighting discrimination in all the forms it manifests, to creating a narrative where systemic discrimination can be entirely addressed through a continuous process of language polishing and policing.
The huge influence of the "woke movement" has come from acknowledging the Gramscian dimension required for societal change: culture in most of the cases changes before laws change.
If you change what the society sees as "normal", you change the society.
And of course when that happens there will always be conservative voices who oppose change - that's what conservatives are for anyway.
It was important for this battle to percolate from the Afro-American minorities into academic debate, and from there to be absorbed by the new generations of writers, movie producers, museum curators, marketing experts, teachers and managers.
Eventually, people start to see issues that they didn't see before. Even a Millennial consuming some material produced in the 1990s or early 2000s may start to find it awkwardly sexist or racist compared to how they perceived it when they were younger.
But, as if often happens in such cases, the cultural revolution is wrapped into a shiny paper of corporate marketing.
Punk wearables with leather and spikes, far from being forms of protest against capitalism and globalization, soon become commodities that can be imported from China through big ships, ready to be purchased by teenagers who want to feel rebel and different from others.
Che Guevara pins and T-shirts fabricated through exploited labor soon become cult items for a generation of young communists.
Similarly, pins with raised fists, BLM slogans or rainbow logos soon become basic commodities.
And, when a cultural revolution matures, it always brings the risk of turning ideological sensitivity into orthodoxy.
The risk of supporting an academic interpretation over another. Of focusing too much on language and too little on actions and a continuous process of analysis and adaptation to a changing reality. Of favoring a fight over another one, even if their ideological motivations are similar. Of interpreting all forms of dissent as heresies that are just as evil as the original evil that we all fought together.
The "call out culture" and the "cancel culture" start to take over.
Just like heretic movements were fiercely called out in the early age of Christian consolidation through the Roman Empire.
Just like the Period of Terror was the natural continuation of the French revolution - a historical moment when the initial civic fights were won and new relationships of power came to form around the new ideological framework, necessitating a new orthodoxy and a new cycle of purges.
Just like ideological orthodoxy and loyalty to the party took over when Leninism turned into an authoritarian regime.
The symbolic exile from the ideological community becomes a form of shame that ensures the survival for the orthodox ideology that we all fought for.
The woke movement itself at some point engaged with similar forms of speech suppression.
In particular, with the idea that if a person says the wrong word, supports a cause that diverges from the one we support, or they put in discussion an ideological premise that should be taken as granted, the issue is no longer with what they said, but with their legitimacy to speak.
When you no longer distinguish between the individual who happened to say something stupid, the individual who said something offensive, and the individual who actively incites hatred and discrimination, you end up establishing a permanent tribunal for linguistic polishing that shifts the focus away from any ongoing issues that your orthodox framework may miss.
If you call everyone a fascist, even your friend who embraces the same battles and ideological sensitivity as you, but who happens to have a different idea on a particular point embraced by your orthodoxy, then you end up forgetting that the real fascist you should beat up is somewhere else.
Progressive voters themselves at some point have realized that you can't build a political program that always speaks of culture and language and never about purchasing power.
They have realized that, even though many ideological foundations have been shaken in the past years, the economic and political framework that caused many of those structural inequalities and discriminations is still pretty much intact.
They have realized that the battles for affordable housing, for fair access to education, for fair access to the job market, for fair working conditions, for unions, or for the right to build a family, are no longer intrinsic to ethnic, gender, linguistic or religious groups previously identified as treated unfairly, but they are shared across entire generations - and that's where the focus should go.
It's an eternal cycle where "woke progressivism" is not actually being replaced by conservatism, but by a more "materialist progressism".
In the struggle between Marxist and Gramscian approaches to societal change, both the materialist and the ideological camp won.
The "woke" didn't lose. It became part of the ideological framework used by new Western generations to analyze society. Just like a push towards democratically organized societies became part of the ideological framework embraced by the young generations after the French revolution.
No matter how much Trump, Farage or Orban bark at it.
They're part of an old generation of conservatives that is doomed to be dragged throughout history against their will anyway. They're the voice of the old world that refuses to die.
The "woke failure" doesn't mean that we're back at 2010. Movies won't change, books won't change, diversity and inclusion programs in the workforce won't change, and younger generations will keep demanding to be included more.
But the original woke movement proved that ideological change quickly fizzles out when too many people don't see it reflect in societal change and actual lasting reforms that address the root causes of the issues.
The woke didn't die - it simply needs to evolve.
Awareness about systemic forms of discrimination continues, as well as the struggle to ensure that every person is given the same fair and equal opportunities for success in life. Regardless of the discriminated group, regardless of the root cause of the discrimination, and avoiding falling into orthodoxy or complacency.