CMNS 221 Lecture Notes - Lecture 10: Commodity Fetishism, Mind Share, Ikea
4 Apr 2016
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Document Summary
Adverising and promoional life in the fast lane. The feishism of the commodity has become the primary experience of the good itself, and for most people, this is accepted as natural. " at the most basic level we idenify ourselves by our goods. We buy our goods bc they appear to involve the pleasure and meaning of a thousand nights of wonder. Marx if we want to understand capitalism we have to understand the thing that"s at the centre of capitalism the commodity. Socieies, religious insituions, social relainoships) the commodity contains 2 value use value and exchange value. Ex when you buy a car u don"t just buy transportaion, u buy safety and freedom. We focus on how things become part of our lives and provide this kind of magical meaning. Ex we feishize the opbejct n we forget the labor condiions that make it possible, we become blinded to the impact of the stuf we use.
