For the customers ended up being their inherent narcissism. Nonetheless, psychoanalytically talking, this just as if framework would match instead to disavowal (Pfaller, 2014; Mannoni, 2003), knowledge being involved, as opposed to towards the framework of narcissism – even though narcissistic dream may may play a role when you look at the framework of ideology (in the part of paranoia) and also in disavowal. Figure 1 might help us comprehend a essential distinction that often goes unacknowledged whenever talking about fetishism and ideology, or whenever ascribing including the aforementioned writers the structure of disavowal to fetishism. Specifically, that every disavowal is ideological, although not all disavowal is fetishistic.
But we may spot the source of the mistake of the activist if we look more closely at Marx’s iconic quote.
Marx writes, “a commodity seems at very first sight a very apparent, trivial thing. But its analysis brings about that it’s an extremely strange thing, abounding in metaphysical subtleties and theological niceties” (Marx, 1977, p. 163). Just What hits us may be the reversal associated with the interpretation that is well-established that the customer activists subscribe. (more…)