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Tag: commodity fetishism

Beyond Reification: Reclaiming Marx’s Concept of the Fetish Character of the Commodity (Pepperell 2018)

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by Nicole Pepperell, Contradictions Vol. 2 number 2 (2018)

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György Lukács’s influential interpretation of commodity fetishism as “reification” shapes many contemporary critiques of the apparently objective and impersonal form taken by capitalist social relations. Such critiques seek to debunk the false veil of objectivity that results from fetishism, revealing the real character of the social relations underneath. This line of criticism, however, often attributes totalising power to capitalism, which undermines its own critical standpoint. I argue that the solution to this dilemma lies in understanding the fetish not as an ideological veil that needs to be debunked, but instead as a novel form of social interdependence that is genuinely – not illusorily – impersonal. This impersonal form is generated by a diverse array of disparate social practices whose interaction yields this unanticipated and unintended result. Within this framework, the diversity of the underlying social practices offers a practical potential basis for constituting new forms of social interdependence that lack not only the semblance, but also the reality of capitalism’s oppressive objectivity. READ PDF

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We Gotta Get Out of This Place: Anselm Jappe

Anselm Jappe was born in Bonn, Germany, in 1962. Now based in France, he is the author of several major works of critical theory and analysis in German, French, and Italian, with many translations of his works appearing in other languages, including English, Spanish, and Portuguese. He currently lectures at the Collège International de Philosophie in Paris and the Accademia di Belle Arti di Sassari in Sardinia. Alastair Hemmens interviewed him for Field Notes in August.

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Rail (Alastair Hemmens): Let’s start by talking a bit about your intellectual development as a critical theorist. Could you say something about the historical and intellectual context in which your approach to critical theory first developed? Can you pinpoint any particular personal experiences that originally drove you towards the radical critique of capitalism?

Jappe: One of the strongest expressions of the vision of the world shared by many young people in the Seventies is Patti Smith singing “Outside of Society / That’s where I wanna be” (“Rock ’n’ Roll Nigger,” 1978). It is also one of the best summaries of the change that has occurred since then. Today, there’s lots of talk about “exclusion” from society, about “marginalization,” about the necessity of “including” all kinds of people in society. To be “outside of society” is now thought of as the worst thing that could possibly happen to you. This is not surprising, given that today the greatest threat that capitalist society poses to every one of us is that we are virtually superfluous and might easily become factually so. But in my adolescence, which took place in the latter half of the 1970s in the German city of Cologne, the echoes of the ’68 rebellion were still quite strong, even among very young people. And the very last thing that I and other unruly young people like myself wanted was to “integrate” ourselves into a society which seemed contemptible to us.

School and family, work and the state, bourgeois culture and traditional morality, everything seemed to want to “get us” and force us to “adapt.” For me, as for some others, it became the challenge of our lives to refuse to “adapt.” Naturally, that turned out to be much more difficult than we believed; but I dare say that I have tried at least to stay faithful to the spirit of my early youth, in two senses: First, in the attempt to understand and criticize capitalist society essentially through reading and discussion—let’s call it the political side of rebellion, which comes from the “head.” Secondly, in the refusal of the forms of life that the authorities imposed on us—that was the “existential” side of the rebellion, which comes from the “gut.” To me, it was a clear choice: neither sacrificial militancy, nor “love, peace and happiness” (nor “sex, drugs, and rock ’n’ roll”, which is another version). Rather, to quote another song: “We gotta get out of this place” (Eric Burdon, 1965). So I chose Saint-Just and Bakunin for models. A little later on I started to read Marx, Marcuse, and Adorno, but I was also attracted to what was then called the “counterculture,” especially in its hippie form. I took part in a number of “collectives,” as they were called then, from opposition to authoritarian school measures to the anti-nuclear movement. When I was fifteen, a special teachers’ meeting was held to discuss whether I should be expelled from high school as punishment for my articles in the student newspaper. I wasn’t expelled, but it was a very close call.

My intellectual choices essentially served to deepen my rebellious spirit. I get the impression that this is much less common these days. Today, for certain people, a critical understanding of capitalist society goes hand in hand with a quiet university career (or the attempt at one) and does not appear to entail a rejection of bourgeois life and integration into society. On the other hand, “existential” refusal of bourgeois life today is often inarticulate and easily becomes a sort of alternative lifestyle choice, which can be recuperated into the logic of the commodity; the other possibility is that it leads to total self-ghettoization. There is a lot of discontent today but it is nearly always directed at some specific issue, from ecological disaster to racism, and very rarely at the totality of capitalist society. Postmodernism has profoundly reshaped even the antagonistic spirit.

So, I grew up with the myth of the French Revolution, and in 1974 – 75 (when I was only twelve years old) I thought that the Portuguese revolution was repeating it. You might laugh at my naïveté, but I prefer it to the attitude of those who, already in their teens, were preparing to “lose their life by earning it,” as we say in French. I was always somewhere between anarchism and heterodox Marxism, and never had any sympathy for Stalinist, Maoist, Leninist ,or any other authoritarian conception of revolution. Very early, I also became aware of the dark side of technological progress—a new theme back then—and I read authors like Ivan Illich and Régine Pernoud. But I had no ideological blinkers: I also read Nietzsche with great emotion.

Rail: In the English-speaking world, you are still best known for your work on Guy Debord and the Situationist International (SI). I would even say that your Guy Debord (1993) is still, more than twenty years on, considered to be the work on the subject. How did you first discover Debord? What effect, if any, has he had on your critical thinking? And why do you think your approach to his work still resonates so strongly?

Jappe: I got to know the Situationists in the context I’ve just described. A friend of mine, who was some years older and a kind of mentor to me, was one of the very few people at that time in Germany who knew about the Situationists. But I not only found their ideas quite hard to understand, they also really shocked me: they were directed against all of the radical left militantism that I was so close to (even though I was suspicious of it, but it seemed impossible to have any other kind of collective action). On the one hand, I felt that they struck at some of my innermost convictions; on the other, I was also fascinated by something much more profound, radical and, at the same time, poetical than the leaflets that the political groups around me distributed, which normally adopted a very moralizing tone. I was also very much seduced by the call for a revolution of everyday life. But it was only some years later that I read the work of Debord and the other Situationists systematically. Because I chose the Situationists as the subject of my Master’s degree, I was able to dedicate a lot of time to reading them. By that time I had moved to Italy and I studied philosophy in Rome. I did a Master’s degree under Mario Perniola, a professor of aesthetics who had known Debord and the Situationists personally and had been close to them around 1968. Officially, however, the SI did not exist in the academic world, or in the media. (It’s not right to complain about this: their strategy of resisting institutional and spectacular recuperation had worked quite well up until that point.) When Perniola suggested that I publish a part of my doctoral dissertation as a monograph about Debord, it turned out to be the first one dedicated to him.

If this book has been translated into five or six languages, and if it is still read today, even after the “discovery” of Debord, after his death in 1994, by a broad public and the consequential stream of publications about him, this might be due to the fact that I tried to stress his importance as a radical critic of capitalist society, both in theory and in praxis, as well as somebody who had succeeded in living as he wanted to live: outside of the spectacle. Most of the publications that came afterwards have emphasized—too much, I think—the aesthetic side of his activity, or his biography, or reduced his social critique to just a form of media theory. As such, they contribute, willingly or otherwise, to the incorporation of Debord into the postmodern culture industry.

But I did not want to foster the creation of a legend, nor did I want to become a “specialist.” Indeed, I continue to refer very much to his ideas, but I am also searching for the possibility of further developing a critique of the totality of the capitalist system. So, I cannot sympathize with those who develop “psychogeographical” mobile phone apps or other things like that! Nor with academics who praise Debord as a “prophet of the media age,” which ignores the fact that he articulated a merciless critique of all “permitted” forms of life, including nearly all forms of contestation—especially art! This “bitter victory of Situationism” was probably inevitable. It is all the more remarkable that the core of Debord’s analysis of the spectacle still stands as a landmark of critical social thought and that it can still be an important source of inspiration. Equally, his life and attitude can still be inspiring—and there are not very many figures of the 20th century about whom this might be said!

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Sein und Schein

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Exchange still is the key to society. It is characteristic of commodity economy (Warenwirtschaft) that what characterizes exchange – i.e. that it is a relation between human beings – disappears and presents itself as if it was a quality of the things themselves that are to be exchanged. It is not the exchange that is fetishized but the commodity. That which is a congealed social relation within commodities is regarded as if it was a natural quality, a being-in-itself of things. It is not exchange which is illusory, because exchange really takes place. The illusion (Schein) in the process of exchange lies in the concept of surplus value.

However, fetishized perceptions are not illusions either because insofar as human beings in fact become dependent on those objectivities which are obscure to them, reification (Verdinglichung) is not only false consciousness but simultaneously also reality, insofar as commodities really are alienated from human beings. We really are dependent on the world of commodities (Warenwelt). On the one hand, commodity fetishism is an illusion; on the other hand, it is utmost/ultimate reality – and the superiority of reified commodity over humanity stands testament to this. That the categories of illusion are in truth also categories of reality, this is dialectic.

Concepts like the fetish character of commodities can only be understood when one does not just transform them into subjective categories. Here, I do not mean the appeal to today’s human beings which emanates from commodities in a store. It is not about the psychological fetishizing of individual commodities but about the objective structure of commodity economy. In a society in which exchange vale is the dominant principle, this fetishizing is realized necessarily. What is essential is that the commodity disappears as a social relation, all other reactions of reified consciousness are secondary things.

To be sure, the commodity is the archetype (Urform) of ideology, but commodity itself is not simply false consciousness but results from the structure of political economy. This is the actual reason why consciousness is determined by being. What is decisive is that the objective structure of economic form itself realizes from within itself fetishization. This is the objective process of ideology – independent of the consciousness of individuals and their will. The theory of ideology (Ideologielehre) has its gravity (Ernst) only in the fact that false consciousness itself appears as a necessary form of the objective process which holds together society. Socialization itself takes place through this ideology. Here, the issue of the problem of ideology becomes very serious. Even if we see through illusion, this does not change the fetish character of the commodity: every business man who calculates has to act according to this fetish. If he does not calculate in this way he goes broke.

– Adorno 1962 Seminar on Marx