This is a really interesting article. Postulates that the idea of "brainwashing" is an undialectical concept that removes "free will" from the masses and instead promotes a bourgeois world view of the individual (and as such the masses):

In short, this essay will make the case that “brainwashing” as a political theory breaks society down into three mutually-exclusive camps: 1) a group of elite manipulators, 2) vast masses under their control, 3) a rebellious group of enlightened critics (to which the person launching the accusation of “brainwashing” implicitly always belongs, since they are neither unaware of it nor abetting it). An unstated premise of this political theory is that what determines which of these camps any individual belongs to is a mixture of intellectual enlightenment and moral purity. Unsurprisingly, this purely ideological tripartite division doesn’t map well to Marxist class analysis.