This chapter will articulate the role of neoliberalism in shaping contemporary understandings of cultural value. This will provide the broader context for the rise of the cultural commons discourse analysed in Chapter 3 , identifying the key challenges that the notion of cultural commons seeks to address. In order to do so, it will analyse how neoliberalism affects our perception of reality in every aspect of our lives by deploying the concepts of ‘grand narrative’ (Lyotard, 1984), and ‘monoculture’ (Michaels, 2011). It will argue that neoliberalism is so pervasive that it can be considered as the doxa of our time, that is, a system of classification that allows the reproduction of the class system of which doxa is the product and that constitutes the only way in which reality can be understood (Bourdieu, 2005).