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Beyond the Product
The term "commodity fetishism" originates from Marxist philosophy and describes how economic relationships in capitalist societies are perceived as relationships between objects rather than people. According to Marx, commodities and consumer goods appear to possess inherent economic value, masking the human labor and social relationships involved in their creation. This dynamic shifts the focus away from the workers who produce these goods and the inequalities they may face.
Historically, as noted in week 2 lecture, the concept of "fetishism" was used to describe the attribution of magical qualities to objects in religious ceremonies (Fresco, personal communication, September 12, 2024). Similarly, in consumer culture, goods take on symbolic meanings that far exceed their practical use. This "fetishism" transforms everyday items into symbols imbued with seemingly magical qualities, disconnecting consumers from the social and labor realities that lie behind the commodities they consume.
As argued in Goods as Communicators and Satisfiers, consumer goods serve as communicators of meaning (Leiss et al., 2018). They help shape identity, social status, and cultural norms, creating the perception that owning or consuming these goods fulfills emotional or social needs. For instance, when someone purchases a jacket, they are less likely to think about who produced or shipped it. Instead, they focus on how the product enhances their life or aligns with their aspirations, ignoring the possible exploitation of workers or unethical practices such as child labor.
Advertising plays a central role in reinforcing this phenomenon. By presenting products as symbols of happiness, success, or freedom, advertisements obscure the labor and social relationships behind their creation. Instead, they emphasize abstract ideals, persuading consumers to buy not only the product but also the values and lifestyles associated with it. This marketing strategy detaches goods from their production contexts and promotes a consumer culture focused on superficial attributes rather than ethical considerations.
Through commodity fetishism, brands successfully sell more than just physical products—they sell dreams, identities, and values.
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