Capitalist culture promotes the accumulation of capital and the sale of commodities, where individuals are primarily defined by their relationship to business and the market.
[3] Political ideologies such as neoliberalism abstract the economic sphere from other aspects of society (politics, culture, family etc., with any political activity constituting an intervention into the natural process of the market, for example) and assume that people make rational exchanges in the sphere of market transactions.
However, applying the concept of embeddedness to market societies, the sociologist Granovetter demonstrates that rational economic exchanges are actually heavily influenced by pre-existing social ties and other factors.
[4] In a capitalist system, society and culture revolve around exploitative business activity (the accumulation of capital derived from the surplus generated by the labor of workers).
As such, proponents of capitalism would have us believe that business activity and the market exchange are absolute, or "natural", in that all other human social relations revolve around these processes (or should exist to facilitate one's ability to perform these processes).