Rankand-file employees are informed that they are not dependent workers but independent "associates" of the firm with a vested interest in its success (and, conversely, to whom Walmart owes no obligation) (Rosenbloom 2009). These themes are reinforced by compulsory daily rituals and campy group chants. As Moreton (2007) points out, this corporate ideology is "the soul of neoliberalism," not merely crass propaganda but a means for people in the folds of the massive organization to gain some sense of belonging, purpose and satisfaction from what might otherwise be considered highly alienating work. Within Walmart's theocratic worldview the "protestant work ethic" is updated: the "investment" of one's time as a Walmart employee is also spiritual investment in one's own self.

Max Haiven, Cultures of Financialization, loc. 289