CS203 Lecture Notes - Lecture 2: Commodity Fetishism, Fetishism, Commodification
Document Summary
Consumption: for a commodity to exist it must be consumed. Mosco(cid:859)s desta(cid:271)ilizi(cid:374)g ide(cid:374)tit(cid:455), ho(cid:449) it i(cid:374)te(cid:396)se(cid:272)ts (cid:449)ith p(cid:396)odu(cid:272)tio(cid:374) a(cid:374)d (cid:272)o(cid:374)su(cid:373)ptio(cid:374), ho(cid:449) audiences interpret. Representation: marx refers to identity as social hieroglyphic. Main premises of consumer culture: happiness is there to be purchased. Ad is endowing it with special reason of value with exchange value rather than use value when things we produce become commodities. Ma(cid:396)(cid:454), (cid:858)the fetishis(cid:373) of co(cid:373)(cid:373)odities a(cid:374)d the e(cid:272)(cid:396)et the(cid:396)eof(cid:859) Key terms: commodity, use value, exchange value, labour. Fi(cid:396)st used (cid:271)(cid:455) eu(cid:396)opea(cid:374)s to des(cid:272)(cid:396)i(cid:271)e (cid:272)ha(cid:396)(cid:373)s a(cid:374)d a(cid:373)ulets of (cid:858)(cid:449)it(cid:272)hes(cid:859) 15th century portuguese traders used to label religious objects of west africans. Ethnocentrism in concept of fetishism concept of fetishism were europeans imagine object being alive and having magical properties but this comes from worship, We recognize value of commodities but we fail to recognize the origins it only takes a life of its own because we attribute life to it in the first place.
