The first person to give a negative connotation to the word "ideology" was Napoleon: The "idéologues" were abstract intellectuals, bereft of any sense of reality.

According to Karl Marx, instead, an ideology is the mix of ideas and doctrines imposed by a certain social class to justify a system of production that suits their interests.

Defeated in politics (see: Bob) and in their social experiment (see: Hippies), the dreamers of the American Left turned their eyes to cyberspace in the hope of a better world.

Some started saying nonsense like "What the Internet wants" – as if the Internet itself, and not certain groups of people and their economic interests, were rooting for certain policies. [1]

This peculiar mix of optimism, technological determinism and economic individualism is called the Californian Ideology: Thanks to the web, we will all be creative entrepreneurs! [2]

Except those who aren't.

The digital revolution is also TaskRabbit, where the "rabbits" are unqualified workers who survive by doing small chores for those who are part of the real creative class. [3]