We are exposed to neoliberal reasoning constantly through the media.
Most economical political decisions are explained to us through a neoliberal perspective. This is the predominant form in which the average person is exposed to issues such as industrial reform, competition and deregulation. While most people do have an understanding that this portrayal is biased, pro-business and that alternative and opposing views exist, the neoliberal propaganda is pervasive enough that it nevertheless affects and influences people over time.
Many of the assumptions underlying neoliberalism have been normalised and are often taken for granted.
For example, neoliberals constantly refer to “choice”. Often, “choice” is discussed in such a way that you could almost interpret that they are arguing for the existence of free will, or in other words that they are potentially arguing against a straw man that has asserted that people lack free will. At other times, they argue as if the only other alternative is direct and overbearing government control, another straw man.
In reality, most people recognise that others appear to make choices out of the options in front of them, and real liberals and other progressives have always addressed the questions of whether these choices are acceptable, meaningful, informed, coerced, and so on.
For example, if a worker has the option of going down a coal mine or starving, the neoliberal perspective is that they are making a “choice”.