Karl Marx wanted to reunite theory and practice. His theories are shaped by the world around him. Marx would also refer capitalism as a mode of production which involves commodities for the means of exchange in the market place. Marx used a “materialist” approach in formulating his theory on commodity. He defined commodities as “an object outside of us, a thing by its properties satisfies human wants of some sort or another” (P. 69). He would describe this phenomenal as companies producing goods and pressured to stay competitive in the business world. All commodities are characterized as having a use-value and an exchange-value. Marx would say use-value is reflective on the workers’ labor, whereas, goods that are exchanged for profit becomes an exchange-value.
Modern day Marx would say that the company, Michael Kors, is not producing appealing handbags to its consumers but driven by intentions to make profits. Marx would argue that capitalists turned commodities into ‘Fetishism’ because he said they believe that value can be inherent to a commodity. Fetishism is defined as ‘the belief that natural objects have supernatural powers, or that something created by people has power over people’.
The term ‘Fetishism’ can be applied to material goods such as Michael Kors. One way to convey if commodity fetishism applies to this company or any other materialistic object is if the product affects the normal routine of society. Mostly women are driven to have the latest Michael Kors bag or watch. These two items have become fashionable in today’s society. Modern day Marx would say that people are consumed by materialistic things. Such fetishism may not be healthy to individuals and they continue down this path with the intentions to make themselves look and feel better. However, individual who may not afford such luxury of being fashionable or following the latest trend in society. Such individuals may be looked down upon or not accepted. Marx would say that conflicts may arise resulting in a division in society.
I still question why most people are so bewitched into fetishism in today’s society. If only such strong beliefs can be transferred to important matters in society such poverty or abuse.