Gun marketing is essentially selling women a compact and hyper-protective boyfriend.They’re not packing heat; they’re packing safety, confidence, companionship, comfort. Warmth.
Commodity fetishism has nothing to do with your creepy uncle and his shoe collection. But it has everything to do with my guinea pig travel wallet.
Of fundamental importance to the ethics of the social life of things is the question of how we decide what is a thing and what isn’t, and what a thing’s primary function is, and what the implications of those decisions might be.
Any conceivable thing is already part of any number of physical and social systems. But that can be difficult to wrap your head around, and it’s helpful when starting out to look at one that’s been wrangled over by thousands of people over thousands of years. And then you can eat it.
The interesting thing about the Holo-Pac and the subsequent e-frenzy is that it is absolutely both commodity fetishism and fetish for a commodity. Two of anthropolo-g’s most wanted.
It’s a salutary reminder of the strangeness we’ve built into our everyday landscapes, and of the alternative strangenesses that could have become everyday.
Anthropomorphism is not the same thing as fetishism, but it’s has been put to pretty heavy use in the design and marketing of commodities of all sorts and lends them a certain degree of independence and power they would not otherwise have.
Wherever you come down on the question of body parts as objects, there’s no denying that they’re the basis for some beautiful things, and that even the most determinedly scientific presentations are creative works of vision.
Materials are often obstinate– they can’t be made to do or mean precisely what we’d like, which makes it even more difficult to make human qualities manifest in stone, sound, chitin, or whatever.