MDSB03H3 Lecture Notes - Lecture 2: Scientific Management, Simulacrum
Document Summary
"this i call the fetishism which attaches itself to the product of labour, so soon as they are produced as commodities" (marx). Fetishism = an object of fascination which prevents us from seeing the truth. For instance, we appraise a commodity in terms of price, but fail to notice that somebody was exploited in order to produce it. Susan willis - unwrapping use value: package = a device for hailing consumers, to hail is to address, to salute, package = a standardization of measures and weights similar to taylorization, taylorism: "the consumer learns to associate pleasure with the anticipation of use value simply because commodity culture does not offer use value itself as appreciable or accessible" (p. 6): commodities have a "double realty": "the worker is related to the product of labour as to an alien object. "the spectacle is the chief product of present-day society. " Forms of spectacle: advertisement, consumption, showbiz, shopping malls
