Or maybe in a post-modern world we use (mostly empty) signifiers to give ourselves meaning and show allegiance to a subculture. Its why we pepper our speech with allusions and cultural in-jokes - but where in the past they were tied to more concrete ideology, now they are simply signs that one has consumed the same media as someone. And the existing signifiers have more cultural clout than new ones, except to signify an interest in non-mainstream cultural products. For the self has become simply a vessel for consumption. There is nothing beyond the consumption of product. Especially as public allegiance to a non-neoliberal ideology is seen as uncivil. Unsurprisingly more peaceful Left-wing ideologies less civil and more incorrect that violent far Right ones, because the Left will always be more critical of consumption as the purpose of life.

Despite being wrong, Fukuyama’s inflammatory title has polluted the mind of the Anglophone and European cultural zone.