Marx’s theory of commodity fetishism defines the abstraction of a product’s true value with a “magical” presentation of product through advertising and institutional brand name policies. The dominance of the bourgeoisie/capitalist owner classes illustrates the power of commodity fetishism that promotes products to the proletariat/consumer in the marketplace. The fetish qualities of product detract from the physicality of the production process, which is then diluted through advertising promotions for the unwary consumer. This type of promotion is a great problem for consumers, since many of them may tricked into buying a faulty or unhealthy product through brand-name trickery. More so, consumers may become addicted to their desires in the purchasing of a product, which only alienates them from better products that may actually improve their lives.
Karl Mar was an interesting socialist whose ideas were not generally supported by some countries. He focused on alienation, species being, and the social impact of our system of food distribution and consumption. He wanted his audience/followers to understand how alienation was and is related to the organization of labor and systems of exchange under capitalism. Marx thought of alienation as being “inherent in capitalism, because the process of production and the results of our labor confront us as a dominating power“ (p. 47). He also believed that alienation is a necessary feature of capitalism because for the wage earner, work is alienating because it serves solely to provide the means such as money for maintaining physical existence (p.47).
However, naturally, one will only post what he knows others will accept and enjoy just as he does. This, in turn, does the opposite of what social media was intended to do. Instead of allowing expression of unaltered and original ideas, it is a platform of suppressed individualism which only encourages mainstream concepts. Conformity is seen everywhere, society demands it, encourages it. Social Media, News Broadcasters, and the FCC are all examples of underlying ways the top one percent can monitor and manipulate the ways people live their lives.
Has the success of consumerism and advertising affective the daily lives of Americans. According to democratic theorist and author Benjamin R. Barber yes, he believes that large businesses are pushing advertisements that most Americans can 't refuse. William Lutz an English professor at Rutgers University is another person who believes that advertisers are trying push consumers by selling misleading products through advertising. However, it isn 't only affecting Americans, but also the earth’s environment. The cause of rampant consumerism in America is misleading advertising’s from large businesses.
In the novel Brave New World, Aldous Huxley explains the idea of consumerism to create a utopia filled with happiness. Consumerism is a movement to protect consumers from useless and misleading goods by providing them with new and advanced products. The world controller, Mustapha Mond believes that religion, reproduction, and emotions of individuals are irrelevant and does not bring happiness towards the community. As a result, he decided to create a society that uses consumerism. The Brave New World portrays consumerism as a replacement for religion, reproduction, and emotion in hopes of finding society’s eternal happiness.
Amongst other notions, such as habitus, field and symbolic violence, Bourdieu developed the theory of capital, which he divided into four forms of capital, cultural, economic, social and symbolic (Wacquant 2007, 268) in order to explain the “realities of social inequality” (Gauntlett 2011). Regarding the notion of cultural capital, which to some extent is based on Karl Marx’s capitalistic approach when describing class struggle, Bourdieu mentions the “scarce symbolic goods, skills and titles” (L. Wacquant 2007, 268) that a part of society possesses. In fact, the elite detains cultural knowledge that they use in order to maintain their status in society, and keep their position above the working-class. Bourdieu also emphasizes how this scheme is reproduced within education, and thereby how social hierarchy not only occurs, but is also conserved (ibid, 262). Indeed, Bourdieu assesses that the educational system replicates the social inequalities that rely within society, which undeniably favors students from upper-class families.
Marxist Critique of The Great Gatsby Francis Scott Key Fitzgerald grew up in an era of appearing successful corporations, industrial boom, and an increased focus on financial value over a person’s internal attributes. The radical economic shift from the early 1900s to the 1920s to capitalism altered the core, accepted societal beliefs in a major way, one that is very evident in Fitzgerald’s The Great Gatsby. As a man who suffered from a number of the negative effects of capitalism’s influence on human connection, F. Scott Fitzgerald reflected his personal experiences through his writing. Fitzgerald used The Great Gatsby as an outlet to express his hidden, personal frustration about his reality during the 1920s; therefore, each major character
In “The Culture Industry: Enlightenment as Mass Deception, ” authors Max Horkheimer and Theodor W. Adorno use media as an example to argue that mass culture is no longer determined by the majority of a population, and that the characteristics of a mass culture is actually determined by those “produce” culture. In their essay, the authors express that culture has turned into an industry, in which the only motivation to circulate the products of culture within a population is to make money. Mass culture is a uniform set of intellectual and artistic values and practices within a community, whose characteristics should be determined by the “mass”, or population. However, the traits of a mass culture is instead set by capitalists who want to create a culture industry that manufactures products of culture that appear to be diverse, but are really based on a uniform structure. The culture industry puts forth many different products, and it appears as if consumers have many options of how they can engage with the mass culture.
Wings becomes a statement on how market capitalism seduces people to purchase the product promised. Macklemore comes to a realization in the song that "Nike tricked us all", before finally realising towards the end of the song that "its just another pair of shoe," He explores the darker side of consumption, urging listeners to critically rethink the messages imposed to us in capitalist societies that make us feel constantly consume the product. The video is used to teach and distinguish Marx's notion of use-value and exchange-value, as well as concept of surplus value which is profit earned by capitalist above and beyond use value required to make the product. Viewers are urged to identify the use exchange and surplus values of the Nike shoes in the video, like why are Nikes $180 and Sneakers are $20. In addition the video bolsters discussions of power of symbols and significations creating a cultural meaning embodied in commodity signs.
Alienation from the product is where people are engaged in a lot of mass production but in a capitalist system the labourer is assigned a very specific or specialised task. Unlike in the culture industry where people own the product, in alienation they work to make a product they don’t own for the people to consume and make the maximum amount of profit. The 2 | P a g e idea in culture industry is to create products for people to consume and not for them to make maximum profits. And again in alienation the capitalist collects all the profits and doesn’t really care about the product (Bronner 2011:40). According to Marx reification is used to explain a kind of awareness in the society in which people’s relation to one another is identified with the possessions one possess.
In the 1940s and the 1950s the conflict theory was ignored because sociologist thought it was solely economic. Today, sociologists see that conflict is found between many different groups in society. (Crossman) According to the conflict theory, inequality is the result of those who are wealthy, typically those in the upper one percent, which impose their mode of social order on the rest of the general society. In result, society is constantly competing for limited resources. Groups and individuals with that hold these resources use them to maintain power and social control.
The problem is that by having the monopoly on the control over public behaviour, it promotes the fundamentally unjust status quo. Through advertising commodity fetishism has developed, meaning that products, instead of being perceived in instrumental or utilitarian terms have been infused with social, cultural and even erotic value. Not only has this had an effect on objects but also individuals. Models or actors in adverts and by projection, consumers are creatively constructed as embodiments of specific configurations of capital. Their bodies as then seen a ideological codifications of success specifically defined according to ownership, rather than physical entities.
Also, knocking down other companies under yours in the consumer 's head without the consumer even realizing you are doing so. “Promote Exclusivity” is where you make the consumer feel important. “People want to feel important; like they’re part of an exclusive group. That’s why advertising sometimes days: “We’re not for everyone.” Perhaps the most famous modern example of exclusivity in advertising is the American Express tagline: “Membership has its privileges.” But to make an exclusivity appeal work in the long run, marketers must mean what they say. Empty claims tend to be counterproductive” (Rosenthal, 10-11).
A lot occupations and cultures have been the direct result of greed. Great conquerors and rulers have used the reason of greed to reach the massive empires that they acquired. As a consumer, people tend to try to find the best outright price for the product they want. This instinct to find the best price is produced from greed. It also pushes the producer to make the most efficient way to produce their product.