CMNS 110 Lecture Notes - Lecture 12: Denotation, Commodity Fetishism, Facebook Platform
16 Feb 2015
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The frankfurt school also accepts marx"s theory of commodity fetishism. commodity fetishism is a marxist theory which suggests that objects produced, sold and exchanged under a capitalist system take on the characteristics of a fetish, replacing some other desire or form of social interaction. This theory argues that people in a capitalist society do not desire a product for its intrinsic qualities but desire the product as a symbol of some social value that is attached to it. Marxists distinguish between two kinds of value that can be attached to commodities. The use value of a commodity is its real value to satisfy a real need. Its exchange value is the value determined by the market through the interaction of supply and demand. In capitalist societies, exchange value dominates use value. Capitalist enterprises create demand for useless products through marketing. According to the frankfurt school, a revolution leading to the overthrow of the.
