Tags: art/music, capitalism, commodification, consumption/consumerism, marketing/brands, marx/marxism, theory, baudrillard, commodity fetishism, exchange-value, labor, lacan, surplus value, signified, signifier, symbols, use-value, 00 to 05 mins
Summary: Seattle rapper Macklemore's music video for his thought-provoking song “Wings” is an excellent way to introduce students to Marx’s theory of commodity fetishism. Commodity fetishism is the process of ascribing magic “phantom-like” qualities to an object, whereby the human labour required to make that object is lost once the object is associated with a monetary value for exchange. Under capitalism, once the object emerges as a commodity that has been assigned a monetary value for equivalent universal exchange, it is fetishized, meaning that consumers come to believe that the object has intrinsic value in and of itself. The object’s value appears to come from the commodity, rather than the human labor that produced it. In “Wings,” Macklemore associates this process of commodity fetishism with Nike Air Max athletic shoes, explaining his belief as a child that the shoes would make him into a superstar athlete like Michael Jordan. The value of Nike shoes is displaced from the labour time that went into creating them, and instead is infused with an intrinsic value that comes into being through celebrity endorsement or symbols such as the iconic Nike “Swoosh.” “Wings” becomes a statement on how market capitalism seduces us into purchasing products that promise to make our lives better. Macklemore comes to this realization through the song’s narrative, exclaiming, “Nike tricked us all,” before finally realizing as the song comes to an end that “it’s just another pair of shoes.” Through tracks like “Wings,” Macklemore explores the darker side of consumption, urging listeners to critically rethink the messages imposed on us in capitalist societies that make us feel the need to constantly consume. This video can also be used to teach and distinguish among Marx's notions of use-value and exchange-value, as well as his concept of surplus-value, which is the surplus or profit earned by the capitalist, above and beyond the use-value (labour power) required to produce the object. Viewers may be urged to identify the use-, exchange-, and surplus-values of the Nike shoe in the video. How is value made? Why do we pay $180 for a pair of Nike shoes, but only $20 for a pair of Sketcher shoes? In addition, this video bolsters discussion about the power of symbols and signification (and Baudrillard’s notion of sign-value) in creating cultural meaning embodied in a commodity sign (e.g., the Swoosh on the Nike shoe, or the Apple symbol on an iPhone). Instructors can ask students to name other symbols in popular culture and what they mean to them. Drawing upon Jacques Lacan’s idea of the signifier and signified, instructors can expand the discussion of symbols by asking students to discuss the role of brand symbols in their life. Have they become a part of their identity? Their culture? Their daily lives? In the end, Macklemore speaks to this point: his Nikes are “so much more than just a pair of shoes.” They are “what I am… the source of my youth… the dream that they sold to you.” For another post on The Sociological Cinema that uses Macklemore's music videos to teach sociological concepts, click here.
Submitted By: Patricia Louie
2/14/2013 11:34:06 am
Excellent presentation on commodity fetishism.
2/16/2013 09:53:37 pm
Uhm ... paragraphs, please? :(
10/3/2016 10:54:38 am
who says that ^^
2/19/2013 08:10:57 am
Signifier/signified was Saussure, "Structural linguistics"
2/24/2013 03:28:44 am
Just want to say thank you for this blog, i recently found it and will keep on following it, i really appreciate your work! :)
2/26/2013 11:43:22 am
Thanks so much for the kind words and your support, Hannes!
5/1/2013 04:46:41 am
Great post! I'm reminded of the shoe brand "Toms" and how the brand strengthens traditional and problematic narratives of charity, i.e., top-down and absent of solidarity.
3/13/2015 07:36:12 am
I wonder how this article is actually about Marx's commodity fetishism. This is just a reinforcement of the colloquial (non-sexual) use of fetishism.
9/18/2017 06:25:31 pm
UM that is what she is saying bruh, did you actually read it?
1/17/2018 11:49:03 am
4/20/2015 09:44:45 pm
i think this is something a consumption type theory by Jean Baudrillard...
9/24/2015 06:00:02 pm
Thank you! Makes so much more sense when the examples used are things that are relevant to your life.
2/12/2016 02:35:02 am
I am very impressed from your content & like your way to explain which is very easy to taken.sell & buy both are very valuable amount in market behalf of it we can make money easily your blog is very much useful for me
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