SOC 100A Lecture Notes - Lecture 13: Keynesian Economics, Mcdonaldization, Product Differentiation
6 Apr 2016
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Commodities and consumption: from karl marx to cash money. Today: four concepts and approaches: commodity fetishism (marx and felluga) Ii. mass consumption thesis (cohen and kennedy): the mad man thesis, advertising, generation of designed economies. Iii. cultural imperialism (commodities across space): buy the same things in different countries if they are high end, richest americans = bill gates, rothchild, phil knight (nike shoes founder) Fetishism: the attribution of inherent value or powers to an object. A situation where people see the exchange of objects as constituting social relationships. Since the producers do not come into contact with each other until they exchange their products, they have no social relationships except via the exchange of objects. Objects come to stand for the social relationships. Beliefs about the physical products of labor and their exchange substitute for, and mask, the social relations themselves. Summary points and the limits of commodity fetishism.
