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بتوارگی کالا
Commodity Fetishism and the Rise of the Knowing Consumer
One of the most helpful concepts in understanding how consumerism creates an abstract world of signs separate from the economic context of production is the idea of commodity fetishism.
Commodity fetishism is the inevitable outcome of mass production, advertising and marketing, brand design, and the mass distribution of goods.
It is easiest to see commodity fetishism at work by looking at instances in which it fails.
When these conditions became known, the process of commodity fetishism was momentarily ruptured.
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