Commodity fetishism lecture

2. Marx and Labor
More Labor
Less pay for the labor
Accumulation of capital
in the hands of the few

3. Alienation & The Bicycle
Thief
The worker is alienated
from the product of his
labor which he does not
own.
http://www.youtube.com/watch?v=bCgHr5PslWQ
(7:33)
The worker cannot use
the things he produces
to keep him or herself
alive.
http://www.youtube.com/watch?v=Myo2vOIGvLQ&feature=related
Under capitalism
recession means that
workers 'consume less
because they produce
too much.
The worker is dependent
on the capitalists who
own the means of
production.

4. The Bicycle Thief and
Religion
Marx: “The abolition of
religion as the illusory
happiness of the people
is the demand for their
real happiness. To call
on them to give up their
illusions about their
condition is to call on
them to give up a
condition that requires
illusions. “
The church scene
The soothsayer:
http://www.youtube.com/watch?v=7nCPZtJNE-c&feature=related
(5:40)
Marx: “Religion is the
sigh of the oppressed
creature, the heart of a
heartless world, and the
soul of soulless
conditions. It is the
opium of the people.”

5. The Bicycle Thief and
Revolution
From Hegel to Marx
http://www.youtube.com/watch?v=5yaGMbrxTBs&feature=related
(5:35)
The organized black
market

6. Beijing Bicycle
Director: Wang Xiaoshuai
He is part of the urban
generation of directors who
grew up during China’s
economic reforms
These directors focus on the
present and future Chinese
society
Their films tend to be shot on
location
They tend to use non
professional actors
They use a documentary
approach

7. Themes in Beijing
Bicycle
Themes Examples
Migration and dislocation
(from rural areas to urban
ones)
The widening gaps in society
Shift from planned economy
to free-market capitalist
economy & critic of
capitalism
The decline in the state's
ability to provide essential
services
Social alienation
Sympathetic portrayal of rural
immigrants as individuals (e.g.
protagonist/ Guei)
The maid/ rich woman scene
Being forced to pay for shower
services in leisure house
Being possibly swindled over the
payment of his bicycle at work
Poverty experienced by migrants
The alienating power of the city,
rural immigrants as outsiders
(Wang’s own similar experience)

8. Commodity Fetishism and

Beijing BicycleWhat is commodity
Fetishism?
How does the Bicycle
work as a commodity?
Li Shuang, the bicycle
freestylist.
The relationship
between Guei & Li Bin
Capitalism vs Socialism

9. From Beijing Bicycle to the
immediate world: Applying
commodity Fetishism

10. Commodity Fetishism In
Society
Brands replacing local
merchants with mass
industrialization.
Comforting brand figures
as replacements.
E.g. Quaker Oats, Green
Giant
People organize
themselves according to
brand tribes.
Being an Abercrombie type
of person or a Nike type of
person

11. Commodity Fetishism & Brands

in the 21
st
Century
Selling brands as ideas and
lifestyles
Coca-Cola selling the youth
lifestyle
Nike selling athletic ability
Benetton selling diversity
Virgin selling individuality and
rebellion
Apple using MLK and
Ghandee (doing things
differently)
IKEA selling democracy (you
can put together your
furniture on your own)
IKEA: Control your own
destiny i.e. democracy

12. Brand Ideas living
independently
Tommy Hilfiger—selling
the spirit of rock and roll.
1. Sponsoring concerts.
2. Making musicians wear
your cloths.
3. Getting musicians in ads
4. The brand ends up
having a cultural role, it
becomes a star in its own
merit.
Brand product placement
in film and television

13. Commodity Fetishism and
Globalization
Labor , sweatshops and
commodity fetishism.