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Commodity fetishism

Authors: Fomin N.A.
Published in issue: #4(57)/2021
DOI: 10.18698/2541-8009-2021-4-689


Category: Humanities | Chapter: Social sciences

Keywords: commodity fetishism, Karl Marx, Guy Ernest Debord, capitalism, socialism, engineer, designer, brand, qualified consumer, Steve Jobs, Elon Musk
Published: 20.04.2021

The article considers the concept of commodity fetishism and gives its definitions, both classical and modern. The historical process of its origin, development and further transformation is investigated. The authors present a comparison of commodity fetishism with religion, describe similarities and differences, as well as the reasons for the significant impact on society. Both historical and contemporary examples are given. Conclusions are drawn about the reasons for keeping silent about this phenomenon and its destructive influence on the psychology of modern man and the development of the economy. The results of the work can be used when studying macroeconomics in technical universities.


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