Granting brainwashing and peer-pressure are partly to blame, perhaps it's pretentious jargon like "received normalcy" that's putting your students off?
> > Alan Rudy wrote:
> Basically, my students can't not read/hear about Marx except in
> anti-American, economic determinist, violent revolutionary, and simplistic
> two-class-ist terms... pretty much no matter how hard and often I try.
>
> They read/hear Domhoff in line with populist/conspiratorial ideas they've
> heard before, Lukes in line with their experiences with sports (dimension
> one), Greek or other student organization meetings (dimension two) and my
> class (dimension three) where I have sociology point to all the things they
> know and have experienced that contradict the beliefs and practices that
> socialization has taught them to embrace as received normalcy.
>
> They read/hear Foucault in terms of internalizing other people's standards
> and doing the cops', coach's, professors', and administrators' work for
> them.
>
> I've tried a Gramscian reading of Marx, but that doesn't work, and Gaventa's
> Power and Powerlessness, but its generally too Appalachian-y and old-timey
> for my students to identify with.
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