larvalsubjects Says: May 22nd, 2007 at 8:34 pm I didn’t say “greatest contribution” just “central contribution”. I think there’s more to it than the mantra “do as I do”. Rather, Zizek consistently attempts to show how ideology is not to be located in our heads or thoughts, but in actually existing social institutions out there in the world. For instance, he gives a striking analysis of the ideology embodied in French, German, and American toilets in The Plague of Fantasy, showing how each of these toilet designs indicates a particular ideology pertaining to waste. Elsewhere he shows how the modern bourgeoise is, philosophically, a good nominalist, knowing perfectly well that money, for instance, is simply paper and a representation. However, this same nominalist behaves towards money as if it were a sublime and magical object. For instance, many would gasp and be shocked were you to light a hundred dollar bill on fire. Ideology is thus not to be sought in our heads, but in the world out there.