I’m not considering the ‘labour’ here. Marx makes a point to ignore this too by saying:
The different proportions in which different sorts of labour are reduced to unskilled labour as their standard, are established by a social process that goes on behind the backs of the producers, and, consequently, appear to be fixed by custom. For simplicity’s sake we shall henceforth account every kind of labour to be unskilled, simple labour; by this we do no more than save ourselves the trouble of making the reduction.
...
While, therefore, with reference to use value, the labour contained in a commodity counts only qualitatively, with reference to value it counts only quantitatively, and must first be reduced to human labour pure and simple. In the former case, it is a question of How and What, in the latter of How much? How long a time? Since the magnitude of the value of a commodity represents only the quantity of labour embodied in it, it follows that all commodities, when taken in certain proportions, must be equal in value.
I’m concerned about the ‘qualitative’ aspect of these economic interactions, and furthermore the qualitative value embedded within the commodities that cannot be given monetary value in such a way that it is a fungible item.
The clash not mentioned yet is the mass production combined with individual wants and needs (practically and as status symbols - fashions and trends), and the sense of individual identity and ‘worth’.
Note the bold above. Here we have a simplistic reduction that points out ‘labour’ as representing the ‘value’ - the time spent as the intrinsic ‘value’. The ‘proportions’ mentioned are essentially the means of a fungible function which is founded in a universal system (money). The problem, as I see it, is that the ‘worth’ associated with commodities and labour is merely brought about by measuring only what we can measure with reasonable universal agreement dictated by market demands and the distribution of resources. The ‘Commodity Fetishism’, as far as I can see, is that ALL sense of ‘value’ is put into this idea of ‘resource’ (material only) and its extraction (’simple labour’ only), with no serious regard put to finding a way of tackling the extremely difficult problem of less measurable items of human interaction, such as basic appreciation, security, artistic expression, experience (skill and talent), and human attitudes and beliefs.
The way I see it ‘money’ is certainly a useful and highly applicable means of distributing resources based on wants and needs, but it clearly isn’t a universally fungible function - I cannot literally ‘buy’ anything I wish for or need with money alone. The issue with economics, since its modern inception, is the adherence to ‘resources’ as ‘monetary’ and nothing more than that. There is no workable system of measuring human emotions that integrate with current economic systems because there is historical a system of mass production, franchising, and interest in material gain above and beyond personal development - even the educational institutions are set up in this manner; historically speaking.
My point is that for pretty much the first time inhuman history citizens of Earth can communicate over vast distances almost instantaneously and that these vast webs of human interactions are able to individualise the ‘market place’. It doesn’t take a genius to see that there are individuals around the globe that used to think they were alone and now they find themselves able to interact with hundreds or thousands of like-minded people that they never knew existed before. An example is this site and others that delve into all manner of personal interests and hobbies. The days of the internet being open only to a select few are pretty much over too.
This means that, in accord with the original post, that ‘Commodity Fetishism’ will lessen because what becomes important to people in their exchanges is the personal element. There is also a constant demand for ‘new’/‘original’/‘novel’ items, driven by a combination of aesthetic taste and ‘trends’/‘fashions’ related to “Status Fetishism“ - meaning the drive to fit in conflicting with the drive to stand apart from - which, no matter how it pans out, will drive creativity and choice destroying ‘mass production’ in favour of ‘personalised production’. Such an increase will turn people away from ‘having’/‘owning’ what someone else has and become more about personal expression overall. This is the essence of why I am saying ‘Commodity Fetishism’ will reduce and arguably already is reducing, because people are being exposed to each other and the inherent value of living among people on an economic front that is essentially encouraging intrapersonal collaboration and emotional interactions. Today it is not simply the super-rich that can affordably interact with someone to produce a custom made item.
Couple the above argument up with technological advances and we’re firmly in unknown territory even more so than what we are right now with what little we do know and can vaguely appreciate about he dynamic changes to global society.
People are not machines for labour nor or they consumers of items. The whole modern perspective on economics is so completely delusional that I’m surprised this hasn’t been mentioned more prominently before. I’m not saying it hasn’t been mentioned, but I guess the difficulty inherent is that there is no means of ‘measuring’ the important aspects of being human and that ‘Commodity Fetishism’ is an example of this disjoint where ‘value’ is only associated economically to what can be measured in a ‘monetary’ sense.
I’m not offering this as a ‘solution’. It is a critique of economics at large I guess.
Whatever there is that can create a better economic environment for every one I strongly feel that it will take the form of enhanced opportunities to experience and an educational framework within which people are actively supported and encourage to explore possible opportunities and take part in experiences outside of their usual social spaces.
I stick to the proposal that current ‘marketing’/‘advertising’ techniques are being consumed by personal online exchanges and that, with some irony, the large corporations are breaking themselves apart by funding independent ventures based on ‘personal exchanges’ rather than on scheme for ‘mass production’ and flooding the market. The internet has certainly made artists of all sorts able to make a respectable living where in the past they’d have had to give up their passions in favour of eating To having a roof over their heads.
Really this thought all stems from aesthetic appreciation and how those that wish to ‘own’ an item to present some kind of ‘status symbol’ will inevitably fall under the spell of aesthetic valuation above and beyond the initial (and perhaps subconscious) ‘status’ function of popular items. You may call this ‘branding’ but if there is no ‘brand’ we’re no longer presenting ‘brands’ only something of intrinsic aesthetic value to those who look on.
Articles such as this
https://www2.deloitte.com/content/dam/Deloitte/ch/Documents/consumer-business/ch-en-consumer-business-made-to-order-consumer-review.pdf
Show there has been a push in marketing to ‘entice consumers’. My belief is that this drive for personalised items will increase further and further to the point that ‘brands’/‘labels’ will become hidden and then eventually disappear. In the above article 46% said they would prefer choice within a ‘brand’, but I don’t see this holding up for long as the item made by a known person/s holds more weight of trust than one made on a production line (both in terms of quality and customisation). The only obvious point here, that I’m not avoiding, is the cost of products. This will mean that some items will remain more or less the realm of mass production to some degree as functional items are not generally ‘custom made’ for obvious reasons. I’m not suggesting that ‘mass production’ is necessarily a bad thing only that today there is an inevitable shift away from generic goods that are attached to aesthetic quality more than say a metal screw or a hammer.
How far will the aesthetic need reach into the ‘consumer world’? I don’t know. Maybe it won’t go much further than what it already has? Given a world where 3D printers for all manner of goods may as ordinary as sending an email or text I’m not really sure what the limitations of this could be.
Anyway, thanks for the comments. Please expand your thoughts further if you wish. As yoi can see from the body of text this has numerous areas and applications to a whole array of ideas and questions about global economics and resource management - I’ve only briefly managed to touch on the potential power behind an increased public interest in aesthetic quality (by way of pursuing status symbols) and what potential positive/negative repercussions this could have on society at large - locally, globally, in terms of communications, and politically in terms of laws and national rule.
Tbh I probably should have done more reading up on this subject for a few months and pondered its possible applications more thoroughly. The idea gripped me quite strongly though and had to try and express it as best I could.