"In Marxist theory, commodity fetishism is an inauthentic state of social relations, said to arise in complex capitalist market systems where social relationships are confused with their medium, the commodity".And my shallow question is how can you resist this lovely turquoise bag? To buy or not to buy? I do not proclaim myself as the ultimate fashion victim, this prevailing, popular trend in capitalist societies that daily disorientates subjects and creates false and ephemeral needs and pleasures but I cant escape it either...
7 comments:
Commodity fetishism..ha? very recognisable- let's go back to an old good friend:)
People 'pursue their own happiness without the slightest hesitation and prefer objects which provide them with the maximum satisfaction.' (Baudrillard, The Consumer Society)
But the question is: how can a turquoise bag bring you satisfaction? a game of appearances i guess- especially for women..ah! capitalism-such an all-encompassing system!
To buy, to buy.
Yes, I know, you're shocked at my answer.
Nothing wrong with having beautiful things aroud us. Anything that soothes the gaze works for me. If the price is right.
@ Pixina: I agree with Jean, but I see myself surrounded by objects, (mainly books as well) that provide me with security and satisfaction.
No matter how I simply LOATHE the attitudes of the 'nouveau riches' especially in Greece, where consumerism,homogeneity and economic antagonism prevail, having THE MALL as their temple, I still believe that consumerism is not bad if it is not excessive. A bag once in a while doesnt hurt ;))
@ Ladydontmind: I am so shocked! I did not expect YOU to say that!:))
The price is always something we keep in mind I think. But as you said, it soothes the gaze!
This is the principle of commodity fetishism, the domination of society by "intangible as well as tangible things," which reaches its absolute fulfillment in the spectacle, where the tangible world is replaced by a selection of images which exist above it, and which simultaneously impose themselves as the tangible par excellence. [...] The world at once present and absent which the spectacle makes visible is the world of the commodity dominating all that is lived.
[...]
Every given commodity fights for itself, cannot acknowledge the others, and attempts to impose itself everywhere as if it were the only one. The spectacle, then, is the epic poem of this struggle, an epic which cannot be concluded by the fall of any Troy. The spectacle does not sing the praises of men and their weapons, but of commodities and their passions.
(Guy Debord, The Society of the Spectacle)
The central illusion of the commodity spectacle provides security but also the separation, alienation, and a constant sense of absense or unfulfillment...
Σωστός ο Guy! So that means I shouldnt buy it I guess??
You can buy it I suppose, but I will have to warn you that the next day, you'll see a new one, which will make the one you bought seem not as impressive as it seemed when you bought it... the joy of consumption is, after all, only temporary (as we all know).
Even if this happens I will ask you to buy the other bag for me as well!(hihihi) :)))
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