Why Do America's Plutocrats Hate Workers? Starbucks Tycoon CEO Howard Schultz Bullies the Baristas

 Why Do America's Plutocrats Hate Workers? Starbucks Tycoon CEO Howard Schultz Bullies the Baristas

The billionaires peddling austerity have always insisted that they’re in it for the common man. A recent TV ad for Fix the Debt—the well-heeled group demanding that we cut tax rates and Social Security benefits—stars a teacher and a farmer. But Starbucks CEO Howard Schultz did his peers one better: conscripting countless low-wage workers into the austerity army.

....Days before the so-called New Year’s “fiscal cliff” deadline, the Starbucks stunt seized a decent chunk of media attention. Some celebrated its spunk; others slammed its seeming naïveté. A smaller number noted the moral bankruptcy of its premise: that the national debt is a crisis, and one the working class should sacrifice to fix. But in mainstream circles, there was little outrage over what was most outrageous about the Come Together campaign: Starbucks’ decision to draft its employees as a delivery system for austerity.

Schultz’s use of hourly employees was both shrewd and deceptive. Logistics aside, a Come Together message inscribed by a billionaire CEO and printed on coffee cups could never pack the same punch as one that was handwritten by workers making $8-something an hour. Schultz’s blog post was quickly followed by a mass e-mail from Fix the Debt, bragging that “Baristas at Starbucks are showing their support for bipartisan solutions this week.” CEOs hawking “shared sacrifice” are a dime a dozen. A working-class seal of approval is much more valuable, even if—like so much in the American workplace—it’s coerced. (Starbucks assured CNN that workers could decline to participate. But not all who are drafted will risk becoming a conscientious objector.)

As sociologist Arlie Russell Hochschild has observed, and Starbucks has unwittingly reminded us, the service sector is replete with “emotional labor”: not just physical production but interpersonal performance. Workers are paid not only to perform a task but to act out a part—from speaking from a company script, to smiling despite verbal abuse or physical pain, to urging that Congress embrace a deal that could imperil their retirement.

The Come Together episode illustrates the rise of political coercion in the workplace. That trend drew rare attention last year with a series of stories about companies that told their employees whom to vote for (Koch Industries), tracked workers’ political donations (Murray Energy) or warned of layoffs if President Obama was re-elected (Westgate Resorts). In the Citizens United era, companies have even greater freedom to impose their politics on employees, from convening a mandatory meeting devoted to political “persuasion” to firing an employee for affixing the wrong candidate’s bumper sticker to her car.

American law generally protects the freedom of bosses to force their politics on workers, but not the freedom of workers to take independent political action (even outside work) without being fired.

The plutocrats deeply feel that they are doing the peasants a favor by letting them have a job. You know the jobs held by people who make having a business possible, that help generate the millions of dollars that go into the pockets of these modern day Marie Antoinettes.