A biologist is a specialist on animals. A manager is a specialist at giving people orders. A political consultant is a specialist at manipulating the passive opinions of voters. Ralph Nader is a specialist on consumer rights. Ronald Reagan, the great communicator, was considered an expert at communicating the orders of the government to the population.
All specialists become specialists in ideology.
The ruling bureaucrats thus generically manipulate people, information, and rhetoric according the economy's orders. A logging company president becomes the California State Universities president and then could conceivably become a politician. A fusion of form and appearance. A form of accumulation under late, declining capitalism. See also A Short Critique of the Situationist International.