,P>T #a1 ,*APT] #b 
,! ,V]Y ,IDEA ( ,CONSUMPTION3 ,DESIRE1 ,PHANTASMS1 & ! ,AE!TICS ( ,DE/RUCTION FROM ,M$IEVAL ,TIMES TO ! ,PRES5T 

,PEOPLE 3 

,AU?OR 3 ,DAVID ,GRAEB] 

,TEXT 3 

#b -- ,! ,V]Y ,IDEA ( ,CONSUMPTION3 ,DESIRE1 ,PHANTASMS1 & ! ,AE!TICS ( ,DE/RUCTION FROM ,M$IEVAL ,TIMES TO ! ,PRES5T 

  

,?IS ESSAY IS NOT A CRITIQUE ( CONSUM]ISM4 ,IT'S NOT MEANT TO (F] YET ANO!R EXPOSE ( ! EVILS ( MASS CONSUMPTION OR ( CONTEMPOR>Y CONSUM] PRACTICES4 ,I WANT TO ASK 9/EAD :Y IT IS WE TALK AB\T 0CONSUMPTION0 OR 0CONSUM] PRACTICES0 AT ALL4 ,:Y IS IT1 :5 WE SEE SOMEONE BUY+ REFRIG]ATOR MAGNETS1 & SOMEONE ELSE PUTT+ ON EYE-L9]1 OR COOK+ D9N]1 OR S++ AT A K>AOKE B>1 OR JU/ SITT+ >\ND WAT*+ ,T,V1 WE ASSUME ?AT !Y >E ON SOME LEVEL DO+ ! SAME ?+1 ?AT IT CAN BE DESCRIB$ AS 0CONSUMPTION0 OR 0CONSUM] BEHAVIOR10 & ?AT !SE >E ALL 9 SOME WAY ANALOG\S TO EAT+ FOOD8 ,I WANT TO ASK :]E ?IS T]M CAME FROM1 :Y WE EV] />T$ US+ IT1 :AT IT SAYS AB\T \R ASSUMPTIONS AB\T PROP]TY1 DESIRE1 & SOCIAL RELATIONS ?AT WE CONT9UE TO USE IT4 ,F9ALLY1 ,I WANT TO SUGGE/ ?AT MAYBE ?IS IS NOT ! BE/ WAY TO ?9K AB\T SU* PH5OM5A & ?AT WE MI<T DO WELL TO COME UP ) BETT] ONES4 

,TO DO SO NECESS>ILY MEANS TAK+ ON A :OLE 9TELLECTUAL 9DU/RY ?AT HAS DEVELOP$1 OV] ! LA/ FEW DECADES1 >\ND ! /UDY ( CONSUMPTION4 ,= MO/ S*OL>S1 NOT ONLY IS ! CATEGORY ( 0CONSUMPTION0 SELF-EVID5T 9 ITS IMPORTANCE1 ONE ( ! GREATE/ S9S ( PA/ SOCIAL !ORI/S WAS !IR FAILURE TO ACKN[L$GE IT4.<#c#c.> ,S9CE ! E>LY #a#i#hS1 !ORETICAL DISCUSSIONS ( CONSUMPTION 9 AN?ROPOLOGY 7SOCIOLOGY1 SEMIOTICS1 OR CULTURAL /UDIES1 TOO1 = ?AT MATT]7 ALMO/ 9V>IABLY BEG9 BY D5\NC+ PA/ S*OL>S = HAV+ REFUS$ TO GIVE ! TOPIC SUFFICI5T DUE4 ,USUALLY !Y (F] A LITTLE MORALITY TALE4 ,ONCE UPON A TIME1 IT BEG9S1 WE ALL US$ TO SUBSCRIBE TO A ,M>XI/ VIEW ( POLITICAL ECONOMY ?AT SAW PRODUCTION AS ! MOTOR ( HI/ORY1 & ONLY TRULY LEGITIMATE FIELD ( SOCIAL /RUGGLE4 ,9S(> AS WE EV5 ?\<T AB\T CONSUM] DEM&1 IT WAS L>GELY WRITT5 (F AS AN >TIFICIAL CREATION1 ! RESULTS ( MANIPULATIVE TE*NIQUES BY ADV]TIZ]S & M>KET]S MEANT TO UNLOAD PRODUCTS ?AT NOBODY REALLY NE$$4 ,EV5TUALLY1 ! /ORY CONT9UES1 WE BEGAN TO REALIZE ?AT ?IS VIEW WAS NOT ONLY MI/AK51 IT WAS PR(\NDLY ELITI/ & PURITANICAL4 ,REAL WORK+ PEOPLE F9D MO/ ( LIFE'S PLEASURES 9 CONSUMPTION4 ,!Y DO NOT SIMPLY SWALL[ :ATEV] M>KET]S ?R[ AT !M LIKE SO MANY M9DLESS AUTOMATONS2 !Y CREATE !IR [N MEAN+S \T ( ! PRODUCTS ) :I* !Y *OSE TO SURR\ND !MSELVES4 ,9 FACT1 9S(> AS !Y FA%ION ID5TITIES = !MSELVES1 ?OSE ID5TITIES >E L>GELY BAS$ ON ! C>S !Y DRIVE1 CLO!S !Y WE>1 MUSIC !Y LI/5 TO1 & VIDEOS !Y WAT*4 ,9 D5\NC+ CONSUMPTION1 WE >E D5\NC+ :AT GIVES MEAN+ TO ! LIVES ( ! V]Y PEOPLE WE CLAIM WE WI% TO LIB]ATE4 

,= ME1 ! 9T]E/+ QUE/ION AB\T ?IS /ORY IS :O ! 0WE0 9 QUE/ION IS SUPPOS$ TO BE4 ,AFT] ALL1 IT W\LD BE ONE ?+ TO 5C\NT] SU* >GUM5TS COM+ FROM SOMEONE LIKE ,JEAN ,BAUDRILL>D1 :O ACTUALLY HAD />T$ \T AS A ,M>XI/ CRITIC ( CONSUM]ISM4 ,IT'S QUITE ANO!R TO HE> ! /ORY 9VOK$ 9 ! #a#i#iS BY CULTURAL AN?ROPOLOGI/S LIKE ,DANIEL ,MILL] 7#a#i#i#e7 OR ,JONA?AN ,FRI$MAN 7#a#i#i#d71 MEMB]S ( A DISCIPL9E ?AT TO MY KN[L$GE NEV] ACTUALLY PRODUC$ ANY SU* ,SITUATIONI/ OR ,FRANKFURT-S*OOL-/YLE ANALYSIS ( CONSUMPTION TO BEG9 )4 ,:Y1 !N1 DECADES LAT]1 >E WE /ILL REPEAT+ V>IATIONS ON ?IS SAME MORALITY TALE8 

,NO D\BT !RE >E MANY REASONS4 ,PROBABLY ONE IS ?AT IT RESONATES ) A COMMON LIFE EXP]I5CE = ACADEMICS1 :O (T5 DO HAVE TO /RUGGLE ) !IR [N ADOLESC5T REVULSION AGA9/ CONSUM] CULTURE AS !Y BECOME OLD] & MORE E/ABLI%$4 ,/ILL1 ! REAL 7& RA!R P]V]SE7 EFFECT ( ?IS N>RATIVE IS TO IMPORT ! CATEGORIES ( POLITICAL ECONOMY--! PICTURE ( A WORLD DIVID$ 9TO TWO BROAD SPH]ES--ONE ( 9DU/RIAL PRODUCTION1 ANO!R ( CONSUMPTION--:]E IT HAD NEV] EXI/$ BE=E4 ,IT IS NO CO9CID5CE1 H]E1 ?AT ?IS IS A VIEW ( ! WORLD EQUALLY DE> TO ,M>XI/ !ORI/S :O ONCE WI%$ TO *ALL5GE ! WORLD CAPITALI/ SY/EM1 & TO ! ,NEOLIB]AL ECONOMI/S :O >E CURR5TLY MANAG+ IT4 

,IT IS PRECISELY ?IS PICTURE ,I W\LD LIKE TO QUE/ION H]E4 ,I WANT TO ASK H[ IT COMES AB\T ?AT WE CALL C]TA9 K9DS ( BEHAVIOR 0CONSUMPTION10 RA!R ?AN SOME?+ ELSE4 ,IT IS A CURI\S FACT1 = EXAMPLE1 ?AT ?OSE :O WRITE AB\T CONSUMPTION ALMO/ NEV] DEF9E ! T]M4 ,I SUSPECT ?IS IS1 9 P>T1 BECAUSE ! TACIT DEF9ITION !Y >E US+ IS SO EXTRAORD9>ILY BROAD4 ,9 COMMON ACADEMIC USAGE 7& TO AN ONLY SLI<TLY LESS DEGREE1 POPUL> USAGE7 0CONSUMPTION0 HAS COME TO MEAN 0ANY ACTIVITY ?AT 9VOLVES ! PUR*ASE1 USE1 OR 5JOYM5T ( ANY MANUFACTUR$ OR AGRICULTURAL PRODUCT = ANY PURPOSE O!R ?AN ! PRODUCTION OR EX*ANGE ( NEW COMMODITIES40 ,= MO/ WAGE-LABOR]S1 ?IS MEANS NE>LY ANY?+ !Y DO :5 NOT WORK+ = WAGES4 ,IMAG9E1 = EXAMPLE1 F\R TE5AG]S :O DECIDE TO =M A B&4 ,!Y SC>E UP SOME 9/RUM5TS1 TEA* !MSELVES TO PLAY2 !Y WRITE SONGS1 COME UP ) AN ACT1 PRACTICE LONG H\RS 9 ! G>AGE4 ,N[1 IT SEEMS REASONABLE TO SEE SU* BEHAVIOR AS PRODUCTION ( SOME SORT OR ANO!R1 BUT 9 EXI/+ SOCIAL SCI5CE LIT]ATURE1 IT W\LD BE MU* MORE LIKELY TO BE PLAC$ 9 ! SPH]E ( CONSUMPTION1 SIMPLY BECAUSE !Y DID NOT !MSELVES MANUFACTURE ! GUIT>S6.<#c#d.> ,IT IS PRECISELY BY DEF9+ 0CONSUMPTION0 SO BROADLY1 9 FACT1 ?AT ONE CAN !N TURN >\ND & CLAIM ?AT CONSUMPTION HAS BE5 FALSELY PORTRAY$ AS PASSIVE ACQUIESC5CE1 :5 9 FACT IT IS MORE (T5 AN IMPORTANT =M ( CREATIVE SELF-EXPRESSION4 ,P]HAPS ! REAL QUE/ION %\LD BE3 :Y DOES ! FACT ?AT MANUFACTUR$ GOODS >E 9VOLV$ 9 AN ACTIVITY AUTOMATICALLY COME TO DEF9E ITS V]Y NATURE8 

,IT SEEMS TO ME ?AT ?IS !ORETICAL *OICE--! ASSUMPTION ?AT ! MA9 ?+ PEOPLE DO :5 !Y >E NOT WORK+ IS 0CONSUME0 ?+S--C>RIES )9 IT A TACIT COSMOLOGY1 A !ORY ( HUMAN DESIRE & FULFILLM5T :OSE IMPLICATIONS WE W\LD DO WELL TO ?9K AB\T4.<#c#e.> ,?IS IS :AT ,I WANT TO 9VE/IGATE 9 ! RE/ ( ?IS PAP]4 

,LET ME BEG9 BY LOOK+ AT ! HI/ORY ( ! WORD ITSELF4 

,ETYMOLOGIES 

  

,! ,5GLI% 0TO CONSUME0 D]IVES FROM ! ,LAT9 V]B CONSUM]E1 MEAN+ 0TO SEIZE OR TAKE OV] COMPLETELY10 & H5CE1 BY EXT5SION1 TO 0EAT UP1 DEV\R1 WA/E1 DE/ROY1 OR SP5D40 ,TO BE CONSUM$ BY FIRE1 OR = ?AT MATT] CONSUM$ ) RAGE1 /ILL HOLDS ! SAME IMPLICATIONS3 NOT JU/ ?OR\<LY TAK5 OV]1 BUT OV]:ELM$ 9 A WAY ?AT DISSOLVES AWAY ! AUTONOMY ( ! OBJECT1 OR EV51 ?AT DE/ROYS ! OBJECT ITSELF4 

0,CONSUMPTION0 FIR/ APPE>S 9 ,5GLI% 9 ! F\RTE5? C5TURY4 ,9 E>LY ,FR5* & ,5GLI% USAGES1 ! CONNOTATIONS W]E ALMO/ ALWAYS NEGATIVE4 ,TO CONSUME SOME?+ MEANT TO DE/ROY IT1 TO MAKE IT BURN UP1 EVAPORATE1 OR WA/E AWAY4 ,H5CE1 WA/+ DISEASES 0CONSUM$0 !IR VICTIMS3 A USAGE ?AT ACCORD+ TO ! ,OX=D ,5GLI% ,DICTION>Y IS ALREADY DOCUM5T$ BY #a#c#i#e4 ,?IS IS :Y TUB]CULOSIS CAME TO BE KN[N AS 0CONSUMPTION40 ,AT FIR/1 ! N[-FAMILI> S5SE ( CONSUMPTION AS EAT+ OR DR9K+ WAS V]Y MU* A SECOND>Y MEAN+4 ,RA!R1 :5 APPLI$ TO MAT]IAL GOODS1 0CONSUMPTION0 WAS ALMO/ ALWAYS SYNONYM\S ) WA/E3 IT MEANT DE/ROY+ SOME?+ ?AT DID NOT HAVE TO BE 7AT LEA/ QUITE SO ?OR\<LY7 DE/ROY$4.<#c#f.> 

,! CONTEMPOR>Y USAGE1 !N1 IS RELATIVELY REC5T4 ,IF WE W]E /ILL TALK+ ! LANGUAGE ( ! F\RTE5? OR EV5 SEV5TE5? C5TURIES1 A 0CONSUM] SOCIETY0 W\LD HAVE MEANT A SOCIETY ( WA/RELS & DE/ROY]S4 

,CONSUMPTION 9 ! CONTEMPOR>Y S5SE ONLY REALLY APPE>S 9 ! LIT]ATURE ( POLITICAL ECONOMY 9 ! LATE EI<TE5? C5TURY1 :5 AU?ORS LIKE ,ADAM ,SMI? & ,DAVID ,RIC>DO BEGAN TO USE IT AS ! OPPOSITE ( 0PRODUCTION40.<#c#g.> ,ONE ( ! CRUCIAL FEATURES ( ! 9DU/RIAL CAPITALISM EM]G+ AT ! TIME WAS A GR[+ SEP>ATION BETWE5 ! PLACES 9 :I* PEOPLE--OR M51 AT LEA/--WORK$ & ! PLACES :]E !Y LIV$4 ,?IS 9 TURN MADE IT POSSIBLE TO IMAG9E ?AT ! 0ECONOMY0 7ITSELF A V]Y NEW CONCEPT7 WAS DIVID$ 9TO TWO COMPLETELY SEP>ATE SPH]ES3 ! WORKPLACE1 9 :I* GOODS W]E 0PRODUC$10 & ! H\SEHOLD1 9 :I* !Y W]E 0CONSUM$40 ,?AT :I* WAS CREAT$ 9 ONE SPH]E IS US$--ULTIMATELY1 US$ UP1 DE/ROY$--9 ! O!R4 ,V9TN]S PRODUCE W9E2 CONSUM]S TAKE IT HOME & DR9K IT2 *EMICAL PLANTS PRODUCE 9K1 CONSUM]S TAKE IT HOME1 PUT IT 9 P5S1 & WRITE ) IT1 & SO ON4 ,( C\RSE1 EV5 FROM ! />T1 IT WAS MORE DIFFICULT TO SEE 9 :AT S5SE CONSUM]S W]E 0CONSUM+0 SILV]W>E OR BOOKS1 S9CE !SE >E NOT DE/ROY$ BY USE2 BUT S9CE JU/ AB\T ANY?+ DOES1 EV5TUALLY1 WE> \T OR HAVE TO BE REPLAC$1 ! USAGE WAS NOT 5TIRELY IMPLAUSIBLE4 

,ALL ?IS DID1 C]TA9LY1 BR+ HOME ONE ( ! DEF9+ FEATURES ( CAPITALISM3 ?AT IT IS A MOTOR ( 5DLESS PRODUCTION2 ONE ?AT CAN ONLY MA9TA9 ITS EQUILIBRIUM1 9 FACT1 BY CONT9UAL GR[?4 ,5DLESS CYCLES ( DE/RUCTION DO SEEM TO BE1 NECESS>ILY1 ! O!R SIDE ( ?IS4 ,TO MAKE WAY = NEW PRODUCTS1 ALL ?AT OLD /UFF MU/ SOMEH[ BE CLE>$ AWAY2 DE/ROY$1 OR AT LEA/1 CA/ ASIDE AS \TMOD$ OR IRRELEVANT4 ,& ?IS IS 9DE$ ! DEF9+ FEATURE ( 0CONSUM] SOCIETY0 AS USUALLY DESCRIB$ 7ESPECIALLY BY ITS CRITICS73 ONE ?AT CA/S ASIDE ANY LA/+ VALUES 9 ! NAME ( AN 5DLESS CYCL+ ( EPHEM]A4 ,IT IS A SOCIETY ( SACRIFICE & DE/RUCTION4 ,& (T51 :AT SEEMS TO MO/ FASC9ATE ,WE/]N S*OL>S--& ! ,WE/]N PUBLIC--AB\T PEOPLE LIV+ 9 RADICALLY DIFF]5T ECONOMIC CIRCUM/ANCES >E PH5OM5A ?AT SEEM TO MIRROR ?IS 9 ONE WAY OR ANO!R4 ,GEORGE ,BATAILLE 7#a#i#c#g7 SAW H]E A CLUE TO ! NATURE ( CULTURE ITSELF1 :OSE ESS5CE HE SAW AS LY+ 9 APP>5TLY IRRATIONAL ACTS ( WILD SACRIFICIAL DE/RUCTION1 = :I* HE DREW ON EXAMPLES SU* AS ,AZTEC HUMAN SACRIFICE OR ! ,KWAKIUTL POTLAT*4.<#c#h.> ,OR CONSID] ! FASC9ATION ) ! POTLAT* ITSELF4 ,IT'S H>D NOT TO ?9K AB\T ,NOR?WE/ ,COA/ POTLAT* )\T IMM$IATELY EVOK+ IMAGES ( *IEFS SETT+ FIRE TO VA/ PILES ( WEAL?--SU* IMAGES PLAY A C5TRAL ROLE NOT ONLY 9 ,BATAILLE1 BUT ALSO 9 JU/ AB\T EV]Y POPUL> ESSAY ON 0GIFT ECONOMIES0 S9CE4 ,IF ONE EXAM9ES ! S\RCES1 ?\<1 IT TURNS \T MO/ ,KWAKIUTL POTLAT*ES W]E R>ELY /ATELY1 R$I/RIBUTIVE AFFAIRS1 & \R IMAGE IS REALLY BAS$ ON ?REE OR F\R EXTREMELY UNUSUAL ONES HELD >\ND #a#i1 AT A TIME :5 ! ,KWAKIUTL POPULATION WAS SIMULTANE\SLY DEVA/AT$ BY DISEASE1 & UND]GO+ AN 5ORM\S ECONOMIC BOOM4 ,CLE>LY1 ! SPECTACLE ( *IEFS VY+ = TITLES BY SETT+ FIRE TO PILES ( BLANKETS OR O!R VALUABLES /RIKES \R IMAG9ATION NOT SO MU* BECAUSE IT REVEALS SOME FUNDAM5TAL TRU? AB\T HUMAN NATURE1 L>GELY SUPPRESS$ 9 \R [N SOCIETY1 BUT BECAUSE IT REFLECTS A B>ELY HIDD5 TRU? AB\T ! NATURE ( \R [N CONSUM] SOCIETY4 

0,CONSUMPTION10 !N1 REF]S TO AN IMAGE ( HUMAN EXI/5CE ?AT FIR/ APPE>S1 9 ! ,NOR? ,ATLANTIC WORLD1 >\ND ! TIME ( ! 9DU/RIAL REVOLUTION3 ONE ?AT SEES :AT HUMANS DO \TSIDE ! WORKPLACE L>GELY AS A MATT] ( DE/ROY+ ?+S OR US+ !M UP4 ,IT IS ESPECIALLY EASY TO P]CEIVE ! IMPOV]I%M5T ?IS 9TRODUCES 9TO ACCU/OM$ WAYS ( TALK+ AB\T ! BASIC S\RCES ( HUMAN DESIRE & GRATIFICATION BY COMP>+ IT TO ! WAYS E>LI] ,WE/]N ?9K]S HAD TALK$ AB\T SU* MATT]S4 ,/4 ,AUGU/9E OR ,HOBBES1 = EXAMPLE1 BO? SAW HUMAN BE+S AS CREATURES ( UNLIMIT$ DESIRE1 & !RE=E CONCLUD$ ?AT IF LEFT TO !IR [N DEVICES1 !Y W\LD ALWAYS 5D UP LOCK$ 9 COMPETITION4 ,AS ,M>%ALL ,SAHL9S HAS PO9T$ \T 7#a#i#i#f71 9 ?IS !Y ALMO/ EXACTLY ANTICIPAT$ ! ASSUMPTIONS ( LAT] ECONOMIC !ORY4 ,BUT :5 !Y LI/$ :AT HUMANS DESIR$1 NEI!R EMPHASIZ$ ANY?+ LIKE ! MOD]N NOTION ( CONSUMPTION4 ,9 FACT1 BO? CAME UP ) MORE OR LESS ! SAME LI/3 HUMANS1 !Y SAID1 DESIRE 7#a7 S5SUAL PLEASURES1 7#b7 ! ACCUMULATION ( RI*ES 7A PURSUIT ASSUM$ TO BE L>GELY AIM$ AT W9N+ ! PRAISE & E/EEM ( O!RS71 & 7#c7 P[]4.<#c#i.> ,NONE W]E PRIM>ILY AB\T US+ ANY?+ UP4.<#d.> ,EV5 ,ADAM ,SMI?1 :O FIR/ 9TRODUC$ ! T]M 0CONSUMPTION0 9 ITS MOD]N S5SE 9 ,! ,WEAL? ( ,NATIONS1 TURN$ TO AN 5TIRELY DIFF]5T FRAMEWORK 9 DEVELOP+ A !ORY ( DESIRE 9 HIS ,!ORY ( ,MORAL ,S5TIM5TS3 ONE ?AT ASSUM$ ?AT :AT MO/ HUMANS WANT ABOVE ALL IS TO BE ! OBJECT ( O!RS' SYMPA!TIC ATT5TION4.<#d#a.> ,IT WAS ONLY ) ! GR[? ( ECONOMIC !ORY1 & ITS GRADUAL COLONIZATION ( O!R DISCIPL9ES1 ?AT DESIRE ITSELF BEGAN TO BE IMAG9$ AS ! DESIRE TO CONSUME4 

,! NOTION ( CONSUMPTION1 !N1 ?AT ASSUMES ?AT HUMAN FULFILLM5T IS L>GELY AB\T ACTS ( 7MORE OR LESS C]EMONIAL7 MAT]IAL DE/RUCTION1 REPRES5TS SOME?+ ( A BREAK 9 ! ,WE/]N TRADITION4 ,IT'S H>D TO F9D ANY?+ WRITT5 BE=E1 SAY1 ! EI<TE5? C5TURY ?AT EXACTLY ANTICIPATES IT4 ,IT APPE>S ABRUPTLY1 MA9LY 9 C\NTRIES LIKE ,5GL& & ,FRANCE1 AT EXACTLY ! MOM5T :5 HI/ORIANS ( ?OSE PLACES BEG9 TO TALK AB\T ! RISE ( SOME?+ !Y CALL 0CONSUM] SOCIETY10 OR SIMPLY 0CONSUM]ISM0 7,B]G @& ,CLIF=D #a#i#i#i2 ,MC,K5DRICK1 ,BREW] @& ,PLUM #a#i#h#b2 ,/E>NS #b#a2 ,W4 ,SMI? #b#b74 ,?AT IS1 ! MOM5T :5 A SIGNIFICANT PORTION ( ! POPULATION C\LD BE SAID TO BE ORGANIZ+ !IR LIVES >\ND ! PURSUIT ( SOME?+ CALL$ 0CONSUM] GOODS10 DEF9$ AS GOODS !Y DID NOT SEE AS NECESSITIES1 BUT AS 9 SOME S5SE OBJECTS ( DESIRE1 *OS5 FROM A RANGE ( PRODUCTS1 SUBJECT TO ! :IMS ( FA%ION 7EPHEM]A AGA944471 & SO ON4 ,! IDEOLOGY1 & ! PRACTICE1 W\LD SEEM TO EM]GE AS TWO SIDES ( ! SAME CO94 

,!ORIES ( ,DESIRE 

  

,ALL ?IS MAKES IT S\ND AS IF ! /ORY %\LD REALLY BEG9 >\ND #a#g#e1 OR EV5 #a#g#g#f4 ,BUT C\LD SU* BASIC ASSUMPTIONS AB\T :AT PEOPLE ?\<T LIFE IS AB\T REALLY *ANGE ?AT ABRUPTLY8 ,IT SEEMS TO ME !RE >E O!R WAYS TO TELL ! /ORY1 :I* REVEAL MU* GREAT] CONT9UITIES4 ,ONE W\LD BE TO EXAM9E ! CONCEPT ( 0DESIRE0 ITSELF1 AS IT EM]G$ 9 ! ,WE/]N PHILOSOPHICAL TRADITION4 

,N[1 ?IS MI<T SEEM DIFFICULT TO DO BECAUSE ,WE/]N ?9K+ ON ! MATT] CONTA9S A NUMB] ( APP>5TLY CONTRADICTORY /R&S4 ,S9CE ,PLATO1 ! MO/ COMMON APPROA* HAS BE5 TO SEE DESIRE AS ROOT$ 9 A FEEL+ ( ABS5CE OR LACK4 ,?IS DOES MAKES A C]TA9 OBVI\S 9TUITIVE S5SE4 ,ONE DESIRES :AT ONE DOESN'T HAVE4 ,ONE FEELS AN ABS5CE1 IMAG9ES H[ ONE MI<T LIKE TO FILL IT4 ,?IS V]Y ACTION ( ! M9D IS :AT WE ?9K ( AS 0DESIRE40 ,BUT !RE IS ALSO AN ALT]NATIVE TRADITION ?AT GOES BACK AT LEA/ TO ,SP9OZA1 :I* />TS (F NOT FROM ! YE>N+ = SOME ABS5T OBJECT1 BUT FROM SOME?+ EV5 MORE FUNDAM5TAL3 SELF-PRES]VATION1 ! DESIRE TO CONT9UE TO EXI/ 7,NIETZS*E'S 0LIFE :I* DESIRES ITSELF074 ,H]E1 DESIRE BECOMES ! FUNDAM5TAL 5]GETIC GLUE ?AT MAKES 9DIVIDUALS :AT !Y >E OV] TIME4 ,BO? /R&S CONT9UE TO DO BATTLE 9 CONTEMPOR>Y SOCIAL !ORY4 ,DESIRE AS LACK IS ESPECIALLY DEVELOP$ 9 ! WORK ( ,JACQUES ,LACAN4 ,! KEY NOTION H]E IS ( ! 0MIRROR /AGE10 :]E AN 9FANT1 :O IS AT FIR/ REALLY A BUNDLE ( DRIVES & S5SATIONS UNAW>E ( ITS [N EXI/5CE AS A DISCRETE1 B\ND$ 5TITY1 MANAGES TO CON/RUCT A S5SE ( SELF >\ND SOME EXT]NAL IMAGE3 = EXAMPLE1 AN 5C\NT] ) H] [N REFLECTION 9 ! MIRROR4 ,ONE CAN G5]ALIZE FROM H]E A MU* BROAD] !ORY ( DESIRE 7OR P]HAPS1 M]ELY DESIRE 9 ITS MORE TAWDRY1 N>CISSI/IC =MS71 :]E ! OBJECT ( DESIRE IS ALWAYS SOME IMAGE ( P]FECTION1 AN IMAG9>Y COMPLETION = ONE'S [N RUPTUR$ S5SE ( SELF 7,GRAEB] #b#b3 #b#e#g-#e#h74 ,BUT !N !RE IS ALSO ! APPROA* ADOPT$ BY AU?ORS LIKE ,DELEUZE & ,GUATT>I 7#a#i#h#c71 :O WROTE ,ANTI-,O$IPUS1 !IR FAM\S CRITIQUE ( PSY*OANALYSIS1 L>GELY AS AN ATTACK ON ?IS K9D ( ?9K+4 ,APPEAL+ TO ! ,SP9OZI/_/,NIETZS*EAN TRADITION1 !Y D5Y ?AT DESIRE %\LD BE F\ND 9 ANY S5SE ( LACK AT ALL4 ,RA!R1 IT IS SOME?+ ?AT 0FL[S0 BETWE5 EV]YONE & EV]Y?+4 ,MU* LIKE P[] 9 ,F\CAULT1 IT BECOMES ! 5]GY KNITT+ EV]Y?+ TOGE!R4 ,AS SU*1 DESIRE IS EV]Y?+ & NO?+2 !RE'S V]Y LITTLE ONE CAN ACTUALLY SAY AB\T IT4 

,ONE MI<T BE TEMPT$ TO CONCLUDE AT ?IS PO9T1 ?AT 0DESIRE0 IS NOT A V]Y USEFUL !ORETICAL CONCEPT--?AT IS1 ONE ?AT CAN BE MEAN+FULLY DI/+UI%$ FROM NE$S1 OR URGES1 OR 9T5TIONS--S9CE EV5 AU?ORS WORK+ )9 ! SAME1 ,WE/]N TRADITION CAN'T MAKE UP !IR M9DS :AT IT IS SUPPOS$ TO MEAN4.<#d#b.> ,BUT IF ONE GOES BACK TO ! ORIG9S ( ! ALT]NATIVE TRADITION 9 ,SP9OZA1 ONE SOON DISCOV]S ?AT ! TWO /R&S >E NOT NE>LY AS DIFF]5T AS !Y APPE>4 ,:5 ,SP9OZA REF]S TO ! UNIV]SAL DRIV+ =CE ( ALL BE+S TO P]SI/ 9 !IR BE+ & EXP& !IR P[]S ( ACTION1 HE IS REALLY NOT REF]R+ TO DESIRE 7CUPIDITAS7 AS MU* AS TO :AT HE CALLS CONATUS1 USUALLY TRANSLAT$ 0WILL40 ,ON A BODILY LEVEL1 CONATUS TAKES ! =M ( A HO/ ( APPETITES3 ATTRACTIONS1 DISPOSITIONS1 & SO =?4 ,DESIRE IS 0! IDEA ( AN APPETITE10 ! IMAG9ATIVE CON/RUCTION ONE PUTS ON SOME SU* ATTRACTION OR DISPOSITION4.<#d#c.> ,9 O!R WORDS1 ! ONE CON/ANT ELEM5T 9 ALL !SE DEF9ITIONS IS ?AT DESIRE 7UNLIKE NE$S1 URGES1 OR 9T5TIONS7 NECESS>ILY 9VOLVES ! IMAG9ATION4 ,OBJECTS ( DESIRE >E ALWAYS IMAG9>Y OBJECTS1 & USUALLY1 IMAG9>Y TOTALITIES ( SOME SORT--S9CE MO/ TOTALITIES >E !MSELVES IMAG9>Y OBJECTS4 

,! O!R WAY ONE MI<T SAY DESIRE DIFF]S FROM NE$S1 URGES1 OR 9T5TIONS IS ?AT1 AS ,TZVETAN ,TODOROV PUTS IT 7#b#a71 IT ALWAYS IMPLIES ! DESIRE = SOME K9D ( SOCIAL RELATION4 ,!RE IS ALWAYS SOME QUE/ = RECOGNITION 9VOLV$4 ,! PROBLEM IS ?AT1 [+ TO ! EXTREME 9DIVIDUALISM TYPICAL ( ! ,WE/]N PHILOSOPHICAL TRADITION1 ?IS T5DS TO BE OCCLUD$2 EV5 :]E IT ISN'T1 ! DESIRE = RECOGNITION IS ASSUM$ TO BE ! BASIS = SOME K9D ( PR(\ND EXI/5TIAL CONFLICT4 ,! CLASSIC TEXT H]E IS ,HEGEL'S 0,ON ,LORD%IP & ,BONDAGE10 ! FAM\S 0MA/]_/SLAVE DIALECTIC0 9 ! ,PH5OM5OLOGY ( ,SPIRIT1 ?AT HAS MADE IT DIFFICULT = FUTURE !ORI/S TO ?9K ( ?IS K9D ( DESIRE )\T ALSO ?9K+ ( VIOL5CE & DOM9ATION4 

,IF ,I MAY BE ALL[$ A V]Y ABBREVIAT$ SUMM>Y ( ,HEGEL'S >GUM5T3 HUMAN BE+S >E NOT ANIMALS BECAUSE !Y HAVE ! CAPACITY = SELF-CONSCI\SNESS4.<#d#d.> ,TO BE SELF-CONSCI\S MEANS TO BE ABLE TO LOOK AT \RSELVES FROM AN \TSIDE P]SPECTIVE--?AT MU/ NECESS>ILY BE ?AT ( ANO!R HUMAN BE+4 ,ALL !SE W]E FAMILI> >GUM5TS AT ! TIME2 ,HEGEL'S GREAT 9NOVATION WAS TO BR+ 9 DESIRE2 TO PO9T \T ?AT TO LOOK AT \RSELVES ?IS WAY1 ONE HAS TO HAVE SOME REASON TO WANT TO DO IT4 ,?IS SORT ( DESIRE IS ALSO 9H]5T TO ! NATURE ( HUMANITY1 ACCORD+ TO ,HEGEL1 BECAUSE UNLIKE ANIMALS HUMANS DESIRE RECOGNITION4 ,ANIMALS EXP]I5CE DESIRE SIMPLY AS ! ABS5CE ( SOME?+3 !Y >E HUNGRY1 !RE=E !Y WI% 0NEGATE ?AT NEGATION0 BY OBTA9+ FOOD2 !Y HAVE SEXUAL URGES1 !RE=E !Y SEEK A MATE4.<#d#e.> ,HUMANS GO FUR!R4 ,!Y NOT ONLY WI% TO HAVE SEX--AT LEA/1 IF !Y >E BE+ TRULY HUMAN AB\T ! MATT]--!Y ALSO WI% TO BE RECOGNIZ$ BY !IR P>TN] AS SOMEONE WOR?Y ( HAV+ SEX )4 ,?AT IS3 !Y WI% TO BE LOV$4 ,WE DESIRE TO BE ! OBJECTS ( ANO!R'S DESIRE4 ,SO F> ?IS SEEMS /RAI<T=W>D 5\<3 HUMAN DESIRE IMPLIES MUTUAL RECOGNITION4 ,! PROBLEM IS ?AT = ,HEGEL1 ! QUE/ = MUTUAL RECOGNITION 9EVITABLY LEADS TO VIOL5T CONFLICT1 TO 0LIFE & DEA? /RUGGLES0 = SUPREMACY4 ,HE PROVIDES A LITTLE P>ABLE3 TWO M5 CONFRONT EA* O!R AT ! BEG9N+ ( HI/ORY 7AS 9 ALL SU* /ORIES1 !Y APPE> TO BE =TY-YE>-OLD MALES :O SIMPLY ROSE \T ( ! E>? FULLY =M$74 ,EA* WI%ES TO BE RECOGNIZ$ BY ! O!R AS A FREE1 AUTONOM\S1 FULLY HUMAN BE+1 BUT 9 ORD] = ! O!R'S RECOGNITION TO BE MEAN+FUL1 HE MU/ PROVE TO HIMSELF ! O!R IS FULLY HUMAN1 & WOR?Y ( RECOGNIZ+ HIM4 ,! ONLY WAY TO DO ?IS IS TO SEE IF HE VALUES HIS FRE$OM & AUTONOMY SO MU* HE'S WILL+ TO RISK HIS LIFE = IT4 ,A BATTLE 5SURES4 ,BUT A BATTLE = RECOGNITION IS 9H]5TLY UNW9NABLE1 S9CE IF Y\ KILL Y\R OPPON5T1 !RE'S NO ONE TO RECOGNIZE Y\2 ON ! O!R H& IF Y\R OPPON5T SURR5D]S1 HE PROVES BY ?AT V]Y ACT ?AT HE WAS NOT WILL+ TO SACRIFICE HIS LIFE = RECOGNITION AFT] ALL1 & !RE=E1 ?AT HIS RECOGNITION IS MEAN+LESS4 ,ONE CAN ( C\RSE R$UCE A DEFEAT$ OPPON5T TO SLAV]Y1 BUT EV5 ?AT IS SELF-DEFEAT+ BECAUSE ONCE ONE R$UCES ! O!R--OR1 TO PUT IT 9 MORE ,HEGELIAN /YLE1 ! ,O!R--TO SLAV]Y1 ONE BECOMES DEP5D5T ON ONE'S SLAVE = ONE'S V]Y MAT]IAL SURVIVAL1 :ILE ! SLAVE AT LEA/ PRODUCES HIS [N LIFE1 & IS 9 FACT ABLE TO REALIZE HIMSELF TO SOME DEGREE ?R\< HIS WORK4 

,?IS IS A MY?1 A P>ABLE4 ,CLE>LY !RE IS SOME?+ PR(\NDLY TRUE 9 IT4 ,/ILL1 IT'S ONE ?+ TO SAY ?AT ! QUE/ = MUTUAL RECOGNITION IS NECESS>ILY GO+ TO BE TRICKY1 FULL ( PITFALLS1 ) A CON/ANT DANG] ( DESC5D+ 9TO ATTEMPTS TO DOM9ATE OR EV5 OBLIT]ATE ! ,O!R4 ,IT'S ANO!R ?+ TO ASSUME FROM ! />T ?AT MUTUAL RECOGNITION IS IMPOSSIBLE4 ,AS ,MAJE$ ,Y> HAS PO9T$ \T 7#b#a71 ?IS ASSUMPTION HAS COME TO DOM9ATE ALMO/ ALL SUBSEQU5T ,WE/]N ?9K+ ON ! SUBJECT3 ESPECIALLY1 S9CE ,S>TRE REFIGUR$ RECOGNITION AS 0! GAZE0 ?AT1 HE >GU$1 NECESS>ILY P9S D[N1 SQUA%ES1 & OBJECTIFIES ! ,O!R4.<#d#f.> ,AS 9 SO MU* ,WE/]N !ORY1 :5 SOCIAL RELATIONS >E NOT SIMPLY IGNOR$1 !Y >E ASSUM$ TO BE 9H]5TLY COMPETITIVE4 ,TODOROV NOTES 7#b7 ?AT MU* ( ?IS IS ! RESULT ( />T+ ONE'S EXAMPLES ) A COLLECTION ( ADULT MALES3 PSY*OLOGICALLY1 HE >GUES1 IT IS QUITE POSSIBLE TO >GUE ?AT ! FIR/ MOM5T 9 :I* WE ACT AS FULLY HUMAN BE+S IS :5 WE SEEK RECOGNITION FROM O!RS2 BUT ?AT'S BECAUSE ! FIR/ ?+ A HUMAN BABY DOES ?AT AN ANIMAL BABY DOES NOT DO IS TO TRY TO CAT* H] MO!R'S EYE1 AN ACT ) RA!R DIFF]5T IMPLICATIONS 7IBID3 #f#f-#f#g74 

,AT ?IS PO9T ,I ?9K WE HAVE ! ELEM5TS = A PRELIM9>Y SYN!SIS4 ,9S(> AS IT IS USEFUL TO DI/+UI% SOME?+ CALL$ 0DESIRE0 FROM NE$S1 URGES1 OR 9T5TIONS1 !N1 IT IS BECAUSE DESIRE 

7A7 IS ALWAYS ROOT$ 9 IMAG9ATION2 

7B7 T5DS TO DIRECT ITSELF T[>DS SOME K9D ( SOCIAL RELATION1 REAL OR IMAG9>Y2 

7C7 ?AT SOCIAL RELATION G5]ALLY 5TAILS A DESIRE = SOME K9D ( RECOGNITION &1 H5CE1 AN IMAG9ATIVE RECON/RUCTION ( ! SELF2 A PROCESS FRAU<T ) DANG]S ( DE/ROY+ ?AT SOCIAL RELATION1 OR TURN+ IT 9TO SOME K9D ( T]RIBLE CONFLICT4 

,N[1 ALL ?IS IS MORE >RANG+ ! ELEM5TS ( A POSSIBLE !ORY ?AN PROPOS+ ONE2 IT LEAVES OP5 ! ACTUAL ME*ANICS ( H[ !SE ELEM5TS 9T]ACT4 ,BUT IF NO?+ ELSE1 IT HELPS EXPLA9 :Y ! WORD 0DESIRE0 HAS BECOME SO POPUL> ) AU?ORS :O WRITE AB\T MOD]N CONSUM]ISM--:I* IS1 WE >E TOLD1 ALL AB\T IMAG9>Y PLEASURES1 & ! CON/RUCTION ( ID5TITIES4 ,EV5 H]E1 ?\<1 ! HI/ORICAL CONNECTIONS BETWE5 IDEAS >E NOT :AT ONE MI<T IMAG9E4 

,LOV]S & ,CONSUM]S 

  

,LET ME BEG9 ) ,COL9 ,CAMPBELL'S ,ROMANTIC ,E?IC & ! ,SPIRIT ( ,MOD]N ,CONSUM]ISM 7#a#i#h#g71 ONE ( ! MORE CREATIVE ESSAYS ON ! SUBJECT4 ,CAMPBELL'S BOOK AIMS TO PROVIDE A CORRECTIVE TO ! USUAL CRITIQUE ( CONSUM] CULTURE AS ?R[+ UP ALL SORTS ( WOND]FUL FANTASIES AB\T :AT Y\'LL GET :5 Y\ PUR*ASE SOME PRODUCT1 & 9EVITABLY DISAPPO9T+ Y\ ONCE Y\ GET IT4 ,IT IS ?IS CON/ANT LACK ( SATISFACTION1 ! >GUM5T GOES1 ?AT !N DRIVES CONSUMPTION1 & ?US ALL[S ! 5DLESS EXPANSION ( PRODUCTION4 ,IF ! SY/EM DELIV]$ ON ITS PROMISES1 ! :OLE ?+ W\LDN'T WORK4 ,CAMPBELL ISN'T D5Y+ ?IS HAPP5S SO MU* AS QUE/ION+ :E!R ! PROCESS ITSELF IS REALLY SO FRU/RAT+ OR UNPLEASANT AS MO/ ACC\NTS IMPLY4 ,REALLY1 HE SAYS1 IS NOT ALL ?IS IS A =M ( PLEASURE 9 ITSELF8 ,9 FACT1 HE >GUES1 IT IS ! UNIQUE ACCOMPLI%M5T ( MOD]N CONSUM]ISM TO HAVE ASSI/$ 9 ! CREATION ( A G5U9ELY NEW =M ( H$ONISM4 

0,TRADITIONAL H$ONISM10 ,CAMPBELL >GUES1 WAS BAS$ ON ! DIRECT EXP]I5CE ( PLEASURE3 W9E1 WOM5 & SONG2 SEX & DRUGS & ROCK 'N' ROLL2 OR :ATEV] ! LOCAL V>IANT4 ,! PROBLEM1 FROM A CAPITALI/ P]SPECTIVE1 IS ?AT !RE >E 9H]5T LIMITS TO ALL ?IS4 ,PEOPLE BECOME SAT$1 BOR$4 ,!RE >E LOGI/ICAL PROBLEMS4 0,MOD]N SELF-ILLUSORY H$ONISM10 AS HE CALLS IT1 SOLVES ?IS DILEMMA BECAUSE H]E1 :AT ONE IS REALLY CONSUM+ >E FANTASIES & DAY-DREAMS AB\T :AT HAV+ A C]TA9 PRODUCT W\LD BE LIKE4 ,! RISE ( ?IS NEW K9D ( H$ONISM1 HE >GUES1 CAN BE TRAC$ BACK TO C]TA9 S5SATIONAL =MS ( ,PURITAN RELIGI\S LIFE1 BUT PRIM>ILY1 TO ! NEW 9T]E/ 9 PLEASURE ?R\< ! VIC>I\S EXP]I5CE ( EXTREME EMOTIONS & /ATES1 AN 9T]E/ ONE CAN SEE EM]G+ ) ! POPUL>ITY ( ,GO?IC NOVELS & ! LIKE 9 ! EI<TE5? C5TURY & :I* PEAKS ) ,ROMANTICISM ITSELF4 ,! RESULT IS A SOCIAL ORD] ?AT HAS BECOME1 9 L>GE MEASURE1 A VA/ APP>ATUS = ! FA%ION+ ( DAY-DREAMS4 ,!SE REV]IES ATTA* !MSELVES TO ! PROMISE ( PLEASURE AF=D$ BY SOME P>TICUL> CONSUM] GOOD1 OR SET ( !M4 ,!Y PRODUCE ! 5DLESS DESIRES ?AT DRIVE CONSUMPTION2 BUT1 9 ! 5D1 ! REAL 5JOYM5T IS NOT 9 ! CONSUMPTION ( ! PHYSICAL OBJECTS1 BUT 9 ! REV]IES !MSELVES4 

,! PROBLEM ) ?IS >GUM5T 7OR1 ONE ( !M--ONE C\LD F9D ALL SORTS7 IS ! CLAIM ?AT ALL ( ?IS WAS SOME?+ NEW4 ,IT'S NOT JU/ ! OBVI\S PO9T ?AT PLEASURE ?R\< VIC>I\S P>TICIPATION 9 EXTREME EXP]I5CE DID NOT FIR/ BECOME A SIGNIFICANT SOCIAL PH5OM5ON 9 ! SEV5TE5? C5TURY4 ,IT WAS ACCEPT$ WISDOM AS E>LY ! ELEV5? C5TURY ?AT DESIRE WAS L>GELY AB\T TAK+ PLEASURE 9 FANTASIES4 

,H]E1 ,I TURN TO ! WORK ( ! ,ITALIAN PHILOSOPH]1 ,GIORGIO ,AGAMB5 7#a#i#i#c71 & ! ,ROMANIAN HI/ORIAN ( RELIGIONS1 ,IOAN ,C\LIANO 7#a#i#h#g71 ON ,M$IEVAL & ,R5AISSANCE !ORIES ( LOVE4.<#d#g.> ,!SE !ORIES ALL TURN$ ON ! NOTION ( :AT WAS CALL$ ! 0PNEUMATIC SY/EM40 ,ONE ( ! GREATE/ PROBLEMS 9 ,M$IEVAL METAPHYSICS WAS TO EXPLA9 H[ IT WAS POSSIBLE = ! S\L 7OR M9D7 TO P]CEIVE OBJECTS 9 ! MAT]IAL WORLD1 S9CE ! TWO W]E ASSUM$ TO BE ( ABSOLUTELY ALI5 NATURES4 ,! SOLUTION WAS TO POSIT AN 9T]M$IATE A/RAL SUB/ANCE CALL$ PNEUMA1 OR SPIRIT1 ?AT TRANSLAT$ S5SE IMPRESSIONS 9TO PHANTASMIC IMAGES4 ,!SE IMAGES !N CIRCULAT$ ?R\< ! BODY'S PNEUMATIC SY/EM 7:I* C5T]$ ON ! HE>T7 BE=E !Y C\LD BE COMPREH5D$ BY ! 9TELLECTUAL FACULTIES ( ! S\L4 ,S9CE ?IS WAS ESS5TIALLY ! ZONE ( IMAG9ATION1 ALL S5SATIONS1 OR EV5 AB/RACT IDEAS1 HAD TO PROCE$ ?R\< ! IMAG9ATION--BECOM+ EMOTIONALLY *>G$ 9 ! PROCESS--BE=E !Y C\LD REA* ! M9D4 ,H5CE1 ]OTIC !ORY HELD ?AT1 :5 A MAN FELL 9 LOVE ) A WOMAN1 HE WAS REALLY 9 LOVE NOT ) ! WOMAN H]SELF BUT ) H] IMAGE2 ONE ?AT1 ONCE LODG$ 9 HIS PNEUMATIC SY/EM1 GRADUALLY CAME TO HIJACK IT1 VAMPIRIZ+ HIS IMAG9ATION & ULTIMATELY DRAW+ (F ALL HIS PHYSICAL & SPIRITUAL 5]GIES4 ,M$ICAL WRIT]S T5D$ TO REPRES5T ?IS AS A DISEASE ?AT NE$$ TO BE CUR$2 POETS & LOV]S1 A H]OIC /ATE ?AT COMB9$ PLEASURES 79 FANTASY1 BUT ALSO1 SOME:AT P]V]SELY1 9 ! V]Y EXP]I5CE ( FRU/RATION & D5IAL7 ) AN 9TR9SIC SPIRITUAL OR MY/ICAL VALUE 9 ITSELF4 ,! ONE ?+ ALL AGRE$ ON1 ?\<1 IS ?AT ANYONE :O GOT ! IDEA ?AT ONE C\LD RESOLVE ! MATT] BY 0EMBRAC+0 ! OBJECT ( HIS FANTASY WAS MISS+ ! PO9T4 ,! V]Y IDEA WAS CONSID]$ A SYMPTOM ( A PR(\ND M5TAL DISORD]1 A SPECIES ( MELAN*OLIA4 

,AGAMB5 ON ,FIC9O3  
  

,9 ! SAME PASSAGE1 ! SPECIFIC *>ACT] ( MELAN*OLIC ,]OS WAS ID5TIFI$ BY ,FIC9O AS DISJUNCTION & EXCESS4 0,?IS T5DS TO OCCUR10 HE WROTE1 0TO ?OSE :O1 MISUS+ LOVE1 TRANS=M :AT RI<TLY BELONGS TO CONTEMPLATION 9TO ! DESIRE ( ! EMBRACE40 ,! ]OTIC 9T5TION ?AT UNLEA%ES ! MELAN*OLIC DISORD] PRES5TS ITSELF AS ?AT :I* W\LD POSSESS & T\* :AT \<T M]ELY TO BE ! OBJECT ( CONTEMPLATION1 & ! TRAGIC 9SANITY ( ! SATURN9E TEMP]AM5T ?US F9DS ITS ROOT 9 ! 9TIMATE CONTRADICTION ( A GE/URE ?AT W\LD EMBRACE ! UNOBTA9ABLE0 7#a#i#i#cA3 #a#g-#a#h74  
  

,AGAMB5 GOES ON TO QUOTE ! ,FR5* ,S*OLA/IC ,H5RY ( ,<5T1 TO ! EFFECT ?AT MELAN*OLICS 0CANNOT CONCEIVE ! 9CORPOREAL0 AS SU*1 BECAUSE !Y DO NOT KN[ 0H[ TO EXT5D !IR 9TELLIG5CE BEYOND SPACE & SIZE40 ,= SU* DEPRESSIVE *>ACT]S1 LONELY BROOD+ IS PUNCTUAT$ BY FRU/RAT$ URGES TO SEIZE :AT CANNOT REALLY BE SEIZ$4.<#d#h.> 

,N[1 ONE MI<T QUIBBLE OV] :E!R ANYONE WAS EV] QUITE SO CONSI/5TLY PURE 9 !IR AFFECTIONS AS ALL ?IS MI<T IMPLY4 ,A FAIR AM\NT ( 0EMBRAC+0 C]TA9LY DID GO ON 9 ,M$IEVAL ,EUROPE1 AS ELSE:]E4 ,/ILL1 ?IS WAS ! IDEAL &1 CRITICALLY1 IT BECAME ! MODEL NOT JU/ = SEXUAL DESIRE1 BUT = DESIRE 9 G5]AL4 ,?IS LEADS TO ! 9T]E/+ SUGGE/ION ?AT1 FROM ! P]SPECTIVE ( ,M$IEVAL PSY*OLOGICAL !ORY1 \R 5TIRE CIVILIZATION--AS ,CAMPBELL DESCRIBES IT--IS REALLY A =M ( CL9ICAL DEPRESSION4 ,:I*1 9 SOME WAYS1 DOES ACTUALLY MAKE A LOT ( S5SE4.<#d#i.> 

,C\LIANO IS MORE 9T]E/$ 9 H[ ]OTIC !ORY WAS APPROPRIAT$ BY ,R5AISSANCE MAGICIANS LIKE ,GIORDANO ,BRUNO1 = :OM ! ME*ANICS ( SEXUAL ATTRACTION BECAME ! P>ADIGM = ALL =MS ( ATTRACTION OR DESIRE1 & H5CE1 ! KEY TO SOCIAL P[]4 ,IF HUMAN BE+S T5D TO BECOME DOM9AT$ BY P[]FUL1 EMOTIONALLY *>G$ IMAGES1 !N ANYONE :O DEVELOP$ A COMPREH5SIVE1 SCI5TIFIC UND]/&+ ( ! ME*ANICS BY :I* SU* IMAGES WORK C\LD BECOME A MA/] MANIPULATOR4 ,IT %\LD BE POSSIBLE TO DEVELOP TE*NIQUES = 0B9D+0 & 9FLU5C+ O!RS' M9DS3 = 9/ANCE1 BY FIX+ C]TA9 EMOTIONALLY *>G$ IMAGES 9 !IR HEADS1.<#e.> OR EV5 LITTLE BITS ( MUSIC 7J+LES1 BASICALLY7 ?AT C\LD BE DESIGN$ 9 SU* A WAY AS TO KEEP COM+ BACK 9TO PEOPLE'S M9DS DESPITE !MSELVES1 & PULL !M 9 ONE DIRECTION OR ANO!R4 ,9 ALL ( ?IS ,C\LIANO SEES1 NOT UNREASONABLY1 ! FIR/ SELF-CONSCI\S =M ( ! MOD]N >TS ( PROPAG&A & ADV]TIS+4 ,BRUNO FELT HIS S]VICES %\LD BE ( GREAT 9T]E/ TO PR9CES & POLITICIANS4 

,IT APP>5TLY NEV] OCCURR$ TO ,BRUNO OR ANYONE ELSE1 9 ?IS E>LY P]IOD1 TO APPLY SU* PROTO-ADV]TIS+ TE*NIQUES TO ECONOMIC RA!R ?AN POLITICAL PURPOSES4 ,POLITICS1 AFT] ALL1 IS AB\T RELATIONS BETWE5 PEOPLE4 ,MANIPULAT+ O!RS WAS1 BY DEF9ITION1 A POLITICAL BUS9ESS1 :I* ,I ?9K BR+S \T ! MO/ FUNDAM5TAL DIFF]5CE BETWE5 ! ,M$IEVAL CONCEPTION ( DESIRE & ! SORT ( ?+ ,CAMPBELL DESCRIBES4 ,IF ONE />TS ) A MODEL ( DESIRE :]E ! OBJECT ( DESIRE IS ASSUM$ TO BE A HUMAN BE+1 !N IT ONLY MAKES S5SE ?AT ONE CANNOT COMPLETELY POSSESS ! OBJECT4 70,EMBRACE0 IS A NICE METAPHOR1 ACTUALLY1 BECAUSE IT IS SO 9H]5TLY FLEET+47 ,& ONE IS PRESUMABLY NOT 9T5TIONALLY 9 ! BUS9ESS ( DE/ROY+ IT EI!R4 

,ONE MI<T SAY1 !N1 AS A />T+ PO9T1 ?AT ! %IFT FROM ! K9D ( MODEL ( DESIRE ?AT PR$OM9AT$ 9 ! ,MIDDLE ,AGES & ,R5AISSANCE1 TO ! K9D ( CONSUM]I/ MODEL DESCRIB$ BY ,CAMPBELL--:]E ONE CAN ONLY JU/IFY ! CONT9U$ 9DULG5CE 9 ! PLEASURE ( FANTASIES BY CLAIM+ ?AT ! REAL PO9T IS TO ACQUIRE AN 5DLESSLY 9CREAS+ NUMB] ( CONSUM] PRODUCTS--IS A %IFT FROM ONE :OSE P>ADIGM IS ]OTIC1 TO ONE 9 :I* ! PRIM>Y METAPHOR IS EAT+ FOOD4 

,COMPLICATION ,I3 ,9DIVIDUALISM 

  

,/ILL1 EV5 IF ONE EXAM9ES ! ORIG9AL ,M$IEVAL V]SION1 ! BASIC CONCEPTION IS ALREADY EXTREMELY 9DIVIDUALI/IC4 ,?IS IS BECAUSE IT IS SO PASSIVE4 ,DESIRE IS ! RESULT ( AN 9DIVIDUAL RECEIV+ S5SE IMPRESSIONS FROM \TSIDE4 ,N[1 IT IS C]TA9LY TRUE ?AT ?IS IS ONE V]Y COMMON EXP]I5CE ( DESIRE3 AS SOME?+ ?AT SEEMS TO SEIZE US FROM \TSIDE \R CONSCI\S CONTROL1 LET ALONE BETT] JUDGM5T1 & (T51 CAUSES US TO DO ?+S = :I* WE W\LD REALLY RA!R NOT HOLD \RSELVES 5TIRELY RESPONSIBLE4 ,BUT IT ALSO ALL[S US TO OV]LOOK ! FACT ?AT DESIRE EM]GES 9 RELATIONS BETWE5 PEOPLE4 

,IT'S EASI] TO SEE ALL ?IS IF ONE COMP>ES ?IS ,WE/]N MODEL ( DESIRE1 AS DEVELOP$ EXPLICITLY 9 ,M$IEVAL & ,R5AISSANCE !ORY & TACITLY ?R\< ! SORT ( CONSUM] PRACTICE ,CAMPBELL DESCRIBES1 TO1 SAY1 ! K9D ( VALUE-BAS$ APPROA* ,I HAVE TRI$ TO DEVELOP ELSE:]E 7,GRAEB] #b#a74 ,MONEY1 = EXAMPLE CAN BE CONSID]$ 9 ,M>XIAN T]MS AS A REPRES5TATION ( ! VALUE 7IMPORTANCE7 ( PRODUCTIVE LABOR 7HUMAN CREATIVE ACTION71 AS WELL AS ! MEANS BY :I* IT'S SOCIALLY MEASUR$ & COORD9AT$2 BUT IT IS ALSO A REPRES5TATION ?AT BR+S 9TO BE+ ! V]Y ?+ IT REPRES5TS1 S9CE1 AFT] ALL1 9 A M>KET ECONOMY1 PEOPLE WORK 9 ORD] TO GET MONEY4 ,>GUABLY1 SOME?+ ANALOG\S HAPP5S EV]Y:]E4 ,VALUE !N C\LD BE SAID TO BE ! WAY ?AT ! IMPORTANCE ( ONE'S [N ACTIONS REGI/] 9 ! IMAG9ATION--ALWAYS1 BY TRANSLATION 9TO SOME L>G] SOCIAL LANGUAGE OR SY/EM ( MEAN+1 BY BE+ 9TEGRAT$ 9TO SOME GREAT] SOCIAL :OLE4 ,IT ALSO ALWAYS HAPP5S ?R\< SOME K9D ( CONCRETE M$IUM--:I* CAN BE ALMO/ ANY?+3 WAMPUM1 ORATORICAL P]=MANCES1 SUMPTU\S TABLEW>E1 KULA >TIFACTS1 ,EGYPTIAN PYRAMIDS--& !SE OBJECTS1 9 TURN 7UNLESS !Y >E UTT]LY G5]IC SUB/ANCES LIKE MONEY ?AT REPRES5T %E] POT5TIALITY71 T5D TO 9CORPORATE 9 !IR [N /RUCTURE A K9D ( S*EMATIC MODEL ( ! =MS ( CREATIVE ACTION ?AT BR+ !M 9TO BE+1 BUT ?AT ALSO BECOME OBJECTS ( DESIRE ?AT 5D UP MOTIVAT+ ACTORS TO C>RY \T ?OSE V]Y ACTIONS4 ,JU/ AS ! DESIRE = MONEY 9SPIRES ONE TO LABOR2 ! DESIRE = TOK5S ( HONOR 9SPIRES =MS ( HONORABLE BEHAVIOR2 ! DESIRE = TOK5S ( LOVE 9SPIRES ROMANTIC BEHAVIOR2 & SO ON4.<#e#a.> 

,BY CONTRA/1 PNEUMATIC !ORY BEG9S NOT FROM ACTIONS BUT FROM :AT MI<T ONCE HAVE BE5 CALL$ 0PASSIONS40 ,GODFREY ,LI5H>DT 7#a#i#f#a7 LONG AGO PO9T$ \T ACTIONS & PASSIONS =M A LOGICAL SET--EI!R Y\ ACT ON ! WORLD1 OR ! WORLD ACTS ON Y\--BUT ?AT WE HAVE BECOME SO UNCOM=TABLE ) ! IDEA ( SEE+ \RSELVES AS PASSIVE RECIPI5TS ?AT ! LATT] T]M HAS ALMO/ COMPLETELY DISAPPE>$ FROM ! WAY WE TALK AB\T EXP]I5CE4 ,M$IEVAL & ,R5AISSANCE AU?ORS DID NOT YET HAVE SU* QUALMS4 ,9 PNEUMATIC !ORY1 0PASSIONS0 >E NOT :AT ONE DOES BUT :AT IS DONE TO ONE 79 :I* ONE IS NOT AG5T BUT 0PATI5T072 AT ! SAME TIME1 !Y REF]R$1 AS !Y DO N[1 TO /RONG EMOTIONS1 ?AT SEEM$ TO SEIZE US AGA9/ \R WILL4 ,! TWO W]E L9K$3 EMOTIONS LIKE LOVE W]E 9 FACT SE5 AS BE+ CAUS$ BY JU/ SU* IMPRESSIONS ON ! PNEUMATIC SY/EM4 ,F> FROM BE+ MODELS ( ACTION1 9 FACT1 ! PASSIVITY ( ! SITUATION CAME TO BE SE5 AS A VIRTUE 9 ITSELF3 IT WAS ?OSE :O TRI$ TO ACT ON !IR PASSIONS1 TO SEIZE ! OBJECT RA!R ?AN CONTEMPLATE IT1 :O REALLY MISS$ ! PO9T4 

,FRAM+ ?+S 9 SU* PASSIVE T]MS !N OP5$ ! WAY = ?AT EXTREME 9DIVIDUALISM ?AT APPE>S TO BE ! O!R SIDE ( ! PECULI>LY ,WE/]N !ORY ( DESIRE4 ,A S*EMA ( ACTION IS ALMO/ ( NECESSITY A COLLECTIVE PRODUCT2 ! IMPRESSION ( A BEAUTIFUL IMAGE IS SOME?+ ?AT ONE CAN IMAG9E 9VOLVES A RELATION BETWE5 ONLY TWO PEOPLE1 OR EV5 79S(> AS LOVE BECAME A MY/ICAL PH5OM5ON71 BETWE5 ! DESIR] & ,GOD4 ,EV5 ) ROMANTIC LOVE1 ! IDEAL WAS ?AT IT %\LD NOT REALLY BE TRANSLAT$ 9TO AN ONGO+ SOCIAL RELATION1 BUT REMA9 A MATT] ( CONTEMPLATION & FANTASY4 

,COMPLICATION ,I,I3 ,%IFT+ ,L9ES ( ,CLASS & ,G5D] 

  

,ALL ?IS MAKES IT EASI] TO UND]/& H[ IT MI<T BE POSSIBLE TO %IFT FROM ]OTIC FANTASIES TO SOME?+ MORE LIKE ! MOD]N IDEA ( 0CONSUMPTION40 ,/ILL1 ! TRANSITION1 ,I W\LD >GUE1 ALSO REQUIR$ A NUMB] ( O!R CONCEPTUAL %IFTS & DISPLACEM5TS1 BO? 9 T]MS ( CLASS & 9 T]MS ( G5D]4 

,COMP>E1 = EXAMPLE1 H[ IMAGES ( P>ADISE1 9 ,M$IEVAL & ,E>LY ,MOD]N ,EUROPE1 V>I$ BY SOCIAL MILIEU4 ,:5 PEASANTS1 CRAFTSM51 & ! URBAN POOR TRI$ TO IMAG9E A L& 9 :I* ALL DESIRES W\LD BE FULFILL$1 !Y T5D$ TO FOCUS ON ! ABUNDANCE ( FOOD4 ,H5CE ! ,L& ( ,COCKAIGNE1 :]E BLOAT$ PEOPLE LOLL AB\T AS GEESE FLY FULLY COOK$ 9TO !IR M\?S1 RIV]S RUN ) BE]1 & SO =?4 ,C>NIVAL1 AS ,MIKHAIL ,BAKHT9 SO RI*LY ILLU/RAT$1 EXP&S ON ALL ! SAME !MES1 JUMBL+ TOGE!R EV]Y SORT ( BODILY 9DULG5CE & 5ORMITY1 PLEASURES SEXUAL AS WELL AS GA/RONOMIC & ( EV]Y O!R K9D4 ,/ILL1 ! PR$OM9ANT IMAG]Y ALWAYS C5T]S ON SAUSAGES1 HOG%EADS1 LEGS ( MUTTON1 L>D & TRIPES & TUBS ( W9E4 ,! EMPHASIS ON FOOD IS 9 /RIK+ CONTRA/ ) VISIONS ( E>?LY P>ADISE 9 O!R P>TS ( ! WORLD AT ?AT TIME 7SAY1 ?OSE PREVAL5T 9 ,ISLAMIC WORLD71 :I* W]E MO/LY AB\T SEX4 ,]OTIC FANTASIES >E USUALLY /RIK+LY ABS5T FROM ! LIT]ATURE ON ! ,L& ( ,COCKAIGNE2 OR1 ( IF !Y >E PRES5T1 SEEM ?R[N 9 RA!R AS AFT]?\<TS4 

,AS ,H]MAN ,PLEIJ HAS PO9T$ \T 7#b#a3 #d#b#a71 ! ,M$IEVAL HI< CULTURE V]SION ( P>ADISE WAS 9 MANY WAYS CONCEIV$ 9 DIRECT OPPOSITION TO ! POPUL> ONE4 ,NOT ?AT IT EMPHASIZ$ ]OTIC PLEASURES EI!R4 ,9/EAD1 IT T5D$ TO FIX ON :AT WE W\LD N[ CALL ELITE CONSUMABLES1 ! EXOTIC COMMODITIES ( ! DAY ?AT W]E1 PRIM>ILY1 ESS5CES3 SPICES ABOVE ALL1 BUT ALSO 9C5SE1 P]FUMES1 & SIMIL> DELICATE SC5TS & FLAVORS4 ,9/EAD ( ! ,L& ( ,COCKAIGNE1 ONE F9DS A HANK]+ AFT] ! LO/ ,G>D5 ( ,$51 ?\<T TO EXI/ SOME:]E 9 ! ,EA/1 NE> ! FABL$ K+DOM ( ,PRE/] ,JOHN2 ANYWAY1 FROM SOME:]E NE> ?OSE FRAGRANT L&S :5CE C>DAMOM1 MACE1 PEPP]S1 & CUM9 7NOT TO M5TION FRANK9C5SE & MYRRH7 W]E H>VE/$4 ,RA!R ?AN A L& ( COMPLETE1 FATTY 9DULG5CES 9 EV]Y SORT ( FOOD1 !SE W]E (T5 CONCEIV$ AS L&S :OSE E!REAL 9HABITANTS DID NOT HAVE TO EAT AT ALL1 BUT SIMPLY SUBSI/$ ON BEAUTIFUL SMELLS 7SEE ,S*IVELBUS* #a#i#i#b2 ,FRI$MAN #a#i#h#a74 ,?IS EMPHASIS ON REF9$ FLAVORS & FRAGRANCES1 9 TURN1 OP5S ONTO A :OLE DIFF]5T REALM ( EXP]I5CE3 ( 0TA/E10 EPHEM]ALITY1 FLEET+ ESS5CES1 & ULTIMATELY1 ! FAMILI> ELITE CONSUMPTION WORLDS ( FA%ION1 /YLE1 ! PURSUIT ( UNGRASPABLE NOVELTY4 ,ONCE AGA91 !N1 ! ELITE--:O 9 REALITY ( C\RSE T5D$ TO GRASP & EMBRACE ALL SORTS ( ?+S--CON/RUCT$ !IR IDEAL ( DESIRE >\ND ?AT :I* SOMEH[ SEEM$ TO ESCAPE ALL POSSIBILITY ( P]MAN5T EMBRACE4 ,ONE MI<T >GUE1 !N1 ?AT ! MOD]N CONSUM] E?OS IS BUILT ON A K9D ( FUSION BETWE5 !SE TWO CLASS IDEALS4 ,! %IFT FROM A CONCEPTION ( DESIRE MODEL$ ON ]OTIC LOVE TO ONE BAS$ ON ! DESIRE = FOOD 70CONSUMPTION07 WAS CLE>LY A %IFT 9 ! DIRECTION ( POPUL> DISC\RSE4 ,AT ! SAME TIME1 ?\<1 ONE MI<T SAY ! 9NOVATIVE ASPECT ( MOD]N1 CONSUM]I/ !ORIES ( DESIRE IS TO COMB9E ! POPUL> MAT]IALI/ EMPHASIS ON CONSUMPTION ) ! NOTION ( ! EPHEM]AL1 UNGRASPABLE IMAGE AS ! DRIV+ =CE ( MAXIMIZATION ( PRODUCTION4 

,?IS MI<T AT LEA/ SUGGE/ A SOLUTION TO :AT HAS ALWAYS /RUCK ME AS A PR(\ND P>ADOX 9 ,WE/]N SOCIAL !ORY4 ,AS ,I'VE ALREADY NOT$1 ! IDEA ( HUMAN BE+S AS CREATURES TA9T$ BY ORIG9AL S91 & !RE=E1 CURS$ ) 9F9ITE WANTS--BE+S :O LIV+ 9 A F9ITE UNIV]SE W]E 9EVITABLY 9 AN /ATE ( G5]ALIZ$ COMPETITION--WAS ALREADY FULLY DEVELOP$ 9 AU?ORS LIKE ,/4 ,AUGU/9E1 & !RE=E =M$ AN ACCEPT$ P>T ( ,*RI/IAN DOCTR9E ?R\<\T ! ,MIDDLE ,AGES4 ,AT ! SAME TIME1 V]Y FEW PEOPLE ACTUALLY SEEM$ TO BEHAVE LIKE ?IS4 ,ECONOMICALLY1 ! ,MIDDLE ,AGES W]E /ILL ! TIME ( 0T>GET 9COMES10 9 :I* ! TYPICAL REACTION TO ECONOMIC GOOD TIMES1 EV5 AMONG URBAN CRAFTSM5 & MO/ ( ! PROTO-B\RGEOISIE1 WAS TO TAKE MORE DAYS (F4 ,IT'S AS IF ! NOTION ( ! MAXIMIZ+ 9DIVIDUAL EXI/$ 9 !ORY LONG BE=E IT EM]G$ 9 PRACTICE4 ,ONE EXPLANATION MI<T BE ?AT AT LEA/ UNTIL ! ,E>LY ,MOD]N P]IOD1 HI< CULTURE 7:E!R 9 ITS MO/ ,*RI/IAN OR MO/ C\RTLY V]SIONS7 T5D$ TO DEVALUE ANY OP5 DISPLAY ( GRE$1 APPETITE1 OR ACQUISITIV5ESS1 :ILE POPUL> CULTURE--:I* C\LD SOMETIMES HE>TILY EMBRACE SU* IMPULSES--DID SO 9 =MS ?AT W]E 9H]5TLY COLLECTIVE4 ,:5 ! ,L& ( ,COCKAIGNE WAS TRANSLAT$ 9TO REALITY1 IT WAS 9 ! =M ( POPUL> FE/IVALS LIKE ,C>NIVAL2 ALMO/ ANY 9CREASE 9 POPUL> WEAL? WAS IMM$IATELY DIV]T$ 9TO COMMUNAL FEA/S1 P>ADES1 & COLLECTIVE 9DULG5CES4 ,ONE ( ! PROCESSES ?AT MADE CAPITALISM POSSIBLE1 !N1 WAS :AT MI<T BE T]M$ ! PRIVATIZATION ( DESIRE4 ,! HI<LY 9DIVIDUALI/IC P]SPECTIVES ( ! ELITE HAD TO BE COMB9$ ) ! MAT]IALI/IC 9DULG5CES ( :AT ,BAKHT9 LIK$ TO CALL ! 0MAT]IAL L[] /RATUM40 

,GETT+ FROM !RE TO ANY?+ LIKE ! CAPITALI/ NOTION ( CONSUMPTION REQUIR$1 ,I ?9K1 ONE FUR!R %IFT3 ?IS TIME1 NOT ALONG L9ES ( CLASS1 BUT ( G5D]4 ,! C\RTLY LOVE LIT]ATURE1 & RELAT$ !ORIES ( DESIRE1 REPRES5T A PURELY MALE P]SPECTIVE1 & ?IS NO D\BT WAS TRUE ( FANTASIES AB\T ! ,L& ( ,COCKAIGNE & SIMIL> IDEALIZ$ WORLDS ( GA/RONOMIC FULFILLM5T1 TOO4.<#e#b.> ,?\< H]E IT WAS COMPLICAT$ BY ! FACT ?AT1 9 ! FOLK PSY*OLOGY ( ! DAY1 WOM5 W]E WIDELY CONSID]$ MORE LU/FUL1 GRE$Y1 & G5]ALLY DESIR\S ?AN M54 ,9S(> AS ANYONE WAS REPRES5T$ AS 9SATIABLE1 !N1 IT WAS WOM53 ! IMAGE ( WOMAN AS A RAV5\S BELLY1 DEM&+ EV] MORE SEX & FOOD1 & M5 AS HAPLESSLY LABOR+ 9 AN 5DLESS1 BUT ULTIMATELY IMPOSSIBLE1 EF=T TO SATISFY !M1 IS A /&>D MISOGYNI/ TOPOS GO+ BACK AT LEA/ TO ,HESIOD4 ,*RI/IAN DOCTR9E ONLY RE9=C$ IT SADDL+ WOM5 ) ! PRIM>Y BLAME = ORIG9AL S91 & ?US 9SI/+ ?AT !Y BORE ! BRUNT ( ! PUNI%M5T4 ,IT WAS ONLY >\ND ! TIME ( ! 9DU/RIAL REVOLUTION1 & ! FULL SPLIT BETWE5 WORKPLACE & H\SEHOLD1 ?AT ?IS SORT ( RHETORIC WAS L>GELY SET ASIDE2 CURI\SLY1 AT JU/ ! SAME TIME AS CONSUMPTION CAME TO BE SE5 AS AN ESS5TIALLY FEM99E BUS9ESS 7,?OMAS #a#i#g#a3 #e#f#h-#e#f#i2 ,DAVIS #a#i#g#e3 #a#b#e-#a#e#a2 ,GRAEB] #a#i#i#g74 

,ON ,HAV+ ,Y\R ,CAKE & ,EAT+ ,IT ,TOO1 & ,C]TA9 ,PROBLEMS ,9CUMB5T ,!RE9 

  

,:AT ,I AM SUGGE/+1 !N1 IS ?AT :ILE ,M$IEVAL MORALI/S ACCEPT$1 9 ! AB/RACT1 ?AT HUMANS W]E CURS$ ) LIMITLESS DESIRES 7?AT1 AS ,AUGU/9E PUT IT1 !IR NATURES REBELL$ AGA9/ !M JU/ AS !Y HAD REBELL$ AGA9/ ,GOD71 FEW SAW ?IS WAS AN EXI/5TIAL DILEMMA :I* AFFECT$ !M P]SONALLY4 ,RA!R1 !Y T5D$ TO ATTRIBUTE SU* S9FUL PR$ILECTIONS MA9LY TO PEOPLE !Y SAW AS SOCIAL1 & !RE=E MORAL1 9F]IORS4 ,M5 SAW WOM5 AS 9SATIABLE2 ! PROSP]\S SAW ! POOR AS GRASP+ & MAT]IALI/IC1 & SO ON4 ,IT WAS REALLY 9 ! ,E>LY ,MOD]N P]IOD ?AT ALL ?IS BEGAN TO *ANGE4 

,AGAMB5 HAS A !ORY AS TO :Y4 ,HE SUGGE/S ?AT ! IDEA ?AT ALL HUMANS >E DRIV5 BY 9F9ITE1 UNQU5*ABLE DESIRES IS ONLY REALLY POSSIBLE :5 ONE SEV]S IMAG9ATION & EXP]I5CE4 ,9 ! WORLD POSIT$ BY ,M$IEVAL PSY*OLOGY1 DESIRES REALLY C\LD BE SATISFI$ = ! V]Y REASON ?AT !Y W]E REALLY DIRECT$ AT PHANTASMS3 IMAG9ATION WAS ! ZONE 9 :I* SUBJECT & OBJECT1 LOV] & BELOV$1 REALLY C\LD G5U9ELY MEET & P>TAKE ( ONE ANO!R4 ,) ,DESC>TES1 HE >GUES1 ?IS BEGAN TO *ANGE4 ,IMAG9ATION WAS R$EF9$ AS SOME?+ 9H]5TLY SEP>ATE FROM EXP]I5CE--AS1 9 FACT1 A COMP5DIUM ( ALL ?OSE ?+S 7DREAMS1 FLI<TS ( FANCY1 PICTURES 9 ! M9D7 ?AT ONE FEELS ONE HAS EXP]I5C$ BUT REALLY HASN'T4 ,IT WAS AT ?IS PO9T1 ONCE ONE WAS EXPECT$ TO TRY TO SATISFY ONE'S DESIRES 9 :AT WE HAVE COME TO ?9K ( AS 0! REAL WORLD10 ?AT ! EPHEM]AL NATURE ( EXP]I5CE1 & !RE=E ( ANY 0EMBRACE10 BECOMES AN IMPOSSIBLE DILEMMA 7#a#i#i#cB3 #b#e-#b#h74 ,ONE IS ALREADY SEE+ SU* DILEMMAS WORK$ \T 9 ,DE ,SADE1 HE >GUES3 AGA91 >\ND SAME ! TIME AS ! DAWN ( CONSUM] CULTURE4 

,?IS IS PRETTY MU* ! >GUM5T ONE W\LD HAVE TO MAKE1 IF ONE W]E TO CONF9E ONESELF1 AS ,AGAMB5 DOES1 5TIRELY TO LIT]>Y & PHILOSOPHICAL TEXTS4 ,9 ! LA/ C\PLE SECTIONS1 ,I'VE BE5 TRY+ TO DEVELOP A MORE SOCIALLY NUANC$ APPROA*1 :I* >GUES1 AMONG O!R ?+S1 ?AT ! MOD]N CONCEPT ( 0CONSUMPTION10 :I* C>RIES 9 IT ! TACIT ASSUMPTION ?AT !RE'S NO 5D TO :AT ANYONE MI<T WANT1 C\LD REALLY ONLY TAKE =M ONCE C]TA9 ELITE CONCEPTS ( DESIRE--AS ! PURSUIT ( EPHEM]A & PHANTASMS--FUZ$1 EFFECTIVELY1 ) ! POPUL> EMPHASIS ON FOOD4 ,/ILL1 ,I DON'T ?9K ?IS IS QUITE A COMPLETE OR ADEQUATE EXPLANATION4 ,!RE IS1 ,I BELIEVE1 ANO!R ELEM5T1 :I* MADE ALL ?IS POSSIBLE2 P]HAPS1 9EVITABLE4 ,?IS WAS ! RISE1 9 ! SIXTE5? & SEV5TE5? C5TURIES1 ( :AT ,C4,B4 ,MAC,PH]SON FIR/ CALL$ 0POSSESSIVE 9DIVIDUALISM0 7#a#i#f#b71 BY :I* HE MEANS ! FACT ?AT PEOPLE 9CREAS+LY CAME TO SEE !MSELVES AS ISOLAT$ BE+S :O DEF9E !IR RELATION ) ! WORLD NOT 9 T]MS ( SOCIAL RELATIONS BUT 9 T]MS ( PROP]TY RI<TS4 ,IT WAS ONLY !N ?AT ! PROBLEM ( H[ ONE C\LD 0HAVE0 ?+S1 OR = ?AT MATT] EXP]I5CES 70WE'LL ALWAYS HAVE ,P>IS07 C\LD REALLY BECOME A CRISIS4.<#e#c.> 

,! V]Y NOTION ( PRIVATE PROP]TY 9 ! MOD]N S5SE WAS FAIRLY NEW4 ,! NOTION ( 0CONSUMPTION10 ,I W\LD SUGGE/1 RESOLVES A C]TA9 CONTRADICTION 9H]5T 9 IT4 ,FROM AN ANALYTICAL P]SPECTIVE1 ( C\RSE1 PROP]TY IS SIMPLY A SOCIAL RELATION3 AN >RANGEM5T BETWE5 P]SONS & COLLECTIVITIES CONC]N+ ! DISPOSITION ( VALUABLE GOODS4 ,PRIVATE PROP]TY IS A P>TICUL> =M ?AT 5TAILS ONE 9DIVIDUAL'S RI<T TO EXCLUDE ALL O!RS--0ALL ! WORLD0--FROM ACCESS TO A C]TA9 H\SE1 OR %IRT1 PIECE ( L&1 ETC4 ,A RELATION SO BROAD IS DIFFICULT TO IMAG9E1 H[EV]1 SO PEOPLE T5D TO TREAT IT AS IF IT W]E A RELATION BETWE5 A P]SON & AN OBJECT4 ,BUT :AT C\LD A RELATION BETWE5 A P]SON & AN OBJECT ACTUALLY CONSI/ (8 

,9 ,5GLI% LAW1 SU* RELATIONS >E /ILL DESCRIB$ ACCORD+ TO ! LOGIC ( SOV]EIGNTY--?AT IS1 9 T]MS ( DOM9IUM4 ,! P[] A CITIZ5 HAS OV] HIS [N POSSESSIONS IS EXACTLY ! SAME P[] ONCE HELD BY K+S & PR9CES1 & ?AT IS /ILL RETA9$ BY /ATES 9 ! =M ( 0EM95T DOMA940 ,?IS IS :Y PRIVATE PROP]TY RI<TS TOOK SO LONG TO 5%R9E 9 LAW3 EV5 9 ,5GL&1 :I* L$ ! WAY 9 SU* MATT]S1 IT WAS ALMO/ ! EI<TE5? C5TURY BE=E JURI/S W]E WILL+ TO RECOGNIZE A DOM9IUM BELONG+ TO ANYONE O!R ?AN ! K+4 

,:AT W\LD IT MEAN1 !N1 TO E/ABLI% 0SOV]EIGNTY0 OV] AN OBJECT8 ,9 LEGAL T]MS1 A K+'S DOM9IUM EXT5D$ TO HIS L&1 HIS SUBJECTS1 & !IR POSSESSIONS2 ! SUBJECTS W]E 09CLUD$ 90 ! P]SON ( ! K+1 :O REPRES5T$ !M 9 DEAL+ ) O!R K+DOMS1 9 A SIMIL> FA%ION TO ?AT BY :I* ! FA!R ( A FAMILY REPRES5T$ HIS WIFE1 *ILDR51 & S]VANTS BE=E ! LAW4 ,! WIFE1 *ILDR51 & S]VANTS ( A HEAD ( H\SEHOLD W]E LIKEWISE 09CLUD$ 90 HIS LEGAL P]SONALITY1 9 MU* 9 ! SAME WAY AS HIS POSSESSIONS4 ,&1 9 FACT1 ! P[] ( K+S WAS ALWAYS BE+ LIK5$ TO ?AT ( FA!RS2 ! ONLY REAL DIFF]5CE 7ASIDE FROM ! FACT ?AT 9 ANY CONFLICT1 ! K+ WAS SE5 TO HAVE A HI<] CLAIM7 WAS ?AT1 UNLIKE FA!RS1 K+S WIELD$ ! P[] ( LIFE & DEA? OV] !IR SUBJECTS4 ,!SE W]E ! ULTIMATE /AKES ( SOV]EIGNTY4 ,C]TA9LY1 IT WAS ! ONE P[] K+S W]E LEA/ WILL+ TO DELEGATE OR %>E4.<#e#d.> ,! ULTIMATE PRO( ?AT ONE HAS SOV]EIGN P[] OV] ANO!R HUMAN BE+ IS ONE'S ABILITY TO HAVE !M EXECUT$4 ,9 A SIMIL> FA%ION1 ONE MI<T >GUE1 ! ULTIMATE PRO( ( POSSESSION1 ( ONE'S P]SONAL DOM9IUM OV] A ?+1 IS ONE'S ABILITY TO DE/ROY IT--& 9DE$ ?IS REMA9S ONE ( ! KEY LEGAL WAYS ( DEF9+ DOM9IUM1 AS A PROP]TY RI<T1 TO ?IS DAY4 ,BUT !RE'S AN OBVI\S PROBLEM H]E4 ,IF ONE DOES DE/ROY ! OBJECT1 ONE MAY HAVE DEF9ITIVELY PROV$ ?AT ONE [NS IT2 BUT1 AS A RESULT1 ONE DOES NOT [N IT ANY MORE4 

,WE 5D UP1 !N1 ) :AT MI<T SEEM A P>TICUL>LY P]V]SE V>IATION ON ,HEGEL'S MA/]_/SLAVE DIALECTIC1 9 :I* ! ACTOR1 SEEK+ SOME SORT ( IMPOSSIBLE RECOGNITION ( HIS ABSOLUTE MA/]Y ( AN 9ANIMATE OBJECT1 CAN ONLY A*IEVE ?IS RECOGNITION BY DE/ROY+ IT4 ,/ILL1 ,I DON'T REALLY ?9K ?IS IS A V>IATION ON ! MA/]_/SLAVE DILEMMA4 ,I ?9K A BETT] CASE C\LD PROBABLY BE MADE ?AT ! DILEMMA DESCRIB$ BY ,HEGEL ACTUALLY D]IVES FROM ?IS4 ,AFT] ALL1 ! ONE ?+ LEA/ EXPLA9$ 9 ,HEGEL'S ACC\NT IS :]E ! NECESSITY ( CONFLICT COMES FROM 7AFT] ALL1 !RE >E WAYS TO RISK ONE'S LIFE TO IMPRESS ANO!R P]SON ?AT DO NOT 9VOLVE TRY+ TO MURD] !M74 ,! QUE/ = RECOGNITION1 9 ,HEGEL1 DOES NOT LEAD TO ! DE/RUCTION ( PROP]TY3 BUT IT DOES LEAD TO A *OICE ( EI!R DE/ROY+ ! ,O!R1 OR R$UC+ ! ,O!R TO PROP]TY4 ,RELATIONS :I* >E NOT BAS$ ON PROP]TY--OR MORE PRECISELY1 ON ?AT V]Y AMBIGU\S SYN!SIS BETWE5 ! TWO TYPES ( SOV]EIGNTY--SUDD5LY BECOME IMPOSSIBLE TO IMAG9E1 & ,I ?9K ?IS IS TRUE BECAUSE ,HEGEL IS />T+ FROM A MODEL ( POSSESSIVE 9DIVIDUALISM4 

,AT ANY RATE1 ! P>ADOX EXI/S1 & IT IS PRECISELY H]E :]E ! METAPHOR ( 0CONSUMPTION0 GA9S ITS APPEAL4.<#e#e.> ,BECAUSE IT IS ! P]FECT RESOLUTION ( ?IS P>ADOX--OR AT LEA/1 AB\T AS P]FECT A RESOLUTION AS ONE IS GO+ TO GET4 ,:5 Y\ EAT SOME?+1 Y\ DO 9DE$ DE/ROY IT 7AS AN AUTONOM\S 5TITY71 BUT AT ! SAME TIME1 IT REMA9S 09CLUD$ 90 Y\ 9 ! MO/ MAT]IAL ( S5SES4.<#e#f.> ,EAT+ FOOD1 !N1 BECAME ! P]FECT IDIOM = TALK+ AB\T DESIRE & GRATIFICATION 9 A WORLD 9 :I* EV]Y?+1 ALL HUMAN RELATIONS1 W]E BE+ RE-IMAG9$ AS QUE/IONS ( PROP]TY4 

,SACRIFICE 

  

,:AT WE HAVE DOCUM5T$ SO F> IS A CONCEPTION ( HUMAN FULFILLM5T AS A =M ( DE/RUCTION & 9CORPORATION2 A RECONCEPTION ( HUMAN BE+S AS EAT+ MA*9ES1 ABSORB+ ELEM5TS ( ! WORLD >\ND !M1 BURN+ !M UP OR SPITT+ !M \T1 9 A NEV]-5D+ PURSUIT ( PHANTASMS4 ,PROBABLY1 9 ! F9AL ANALYSIS1 ! ONLY WAY TO UND]/& ALL ?IS IS1 AS AU?ORS LIKE ,BATAILLE HAVE SUGGE/$1 9 RELATION TO SOME K9D ( SACRIFICIAL IDEOLOGY4 ,IF ONE W]E TO WRITE A COMPLETE G5EALOGY ( ! IDEA1 ,I SUSPECT1 ONE W\LD PROBABLY BE/ BEG9 ) ! AN?ROPOLOGICAL & HI/ORICAL LIT]ATURE ON ANIMAL SACRIFICE4 

,C]TA9LY1 MU* ( ?AT LIT]ATURE 7E4G41 ,LI5H>DT #a#i#f#d2 ,VAL]I #a#i#h#e7 IS V]Y SUGGE/IVE3 AT LEA/ 9S(> AS IT T5DS TO >GUE ?AT SU* RITUALS >E ULTIMATELY AB\T ! CREATION ( TRANSC5D5TAL IMAGES ( DESIR$ /ATES ?R\< ! DE/RUCTION ( DESIRABLE GOODS--GOODS ?AT W]E ALSO1 USUALLY1 LIV+ BE+S4 ,IT IS ! ACT ( DE/RUCTION1 ( KILL+ ! ANIMAL1 BURN+ ! SPIRIT MONEY1 OR O!RWISE EFFAC+ ! OBJECT1 ?AT PURGES ?AT PRESUMABLY P]MAN5T TRANSC5D5TAL IMAGE FROM ! PR(ANE1 TEMPORAL1 MAT]IAL ELEM5T--= EXAMPLE1 ?OSE P>TS ( ! ANIMAL'S FLE% ?AT CAN N[ BE EAT54 ,ONLY !N CAN IT 5D 9 AN ACT ( COLLECTIVE CONSUMPTION1 A FEA/4 ,ONE MI<T !N GO ON TO OBS]VE ?AT ,EURASIAN WORLD RELIGIONS FROM ,ZOROA/] ONW>DS 70,AXIAL ,AGE0 RELIGIONS AS !Y'RE (T5 CALL$7 ALMO/ 9V>IABLY SEEM TO HAVE >IS51 9 L>GE P>T1 9 OPPOSITION TO ?IS SORT ( SACRIFICIAL RITUAL & ALL IT REPRES5TS4 ,!Y W]E V]ITABLE ANTI-SACRIFICIAL IDEOLOGIES4 ,9 PRACTICE1 ?IS C\LD MEAN ANY?+ FROM UTT]LY NEGAT+ ONE CLASSIC =M ( ANIMAL SACRIFICE 7AS 9 ,H9DUISM1 :]E ONE WAS =BIDD5 TO KILL C[S7 TO 9V]T+ ITS LOGIC 7AS 9 ,*RI/IANITY1 :]E IT WAS N[ ,GOD1 AS PAS*AL LAMB1 :O HAD SACRIFIC$ HIMSELF71 OR 5DLESS V>IATIONS 9 BETWE54 ,EA* TRADITION T5D$ TO MA9TA9 C]TA9 ELEM5TS ( ! CLASSIC SACRIFICIAL SC5E = CONT9U$ EMPHASIS--! FIRE 9 ,ZOROA/RIANISM1 ! 9C5SE 9 ,CONFUCIANISM1 ! ALT> 9 ,*RI/IANITY 7,HEE/]MAN #a#i#i#c7--EA*1 SIGNIFICANTLY1 WAS CONFRONT$ 9 DO+ SO ) ! NE$ TO DEVELOP SOME K9D ( PHILOSOPHICAL UND]/&+ ( HUMAN DESIRE4 ,! ,M$IEVAL ,EUROPEAN ONE WE HAVE BE5 EXPLOR+ 9 ?IS ESSAY1 H[EV] SUP]FICIALLY1 MI<T BE CONSID]$ ONE P>TICUL> V>IATION1 DEVELOP$ 9 DIALOGUE BETWE5 ! ,JEWI%1 ,*RI/IAN1 & ,MUSLIM 9TELLECTUAL CULTURES ( ! TIME2.<#e#g.> A RA!R DIFF]5T1 BUT 9 MANY WAYS MORE SOPHI/ICAT$1 APPROA* TO ! SAME EXI/5TIAL PROBLEMS DEVELOP$ 9 A P>ALLEL DIALOGUE BETWE5 ,BUDDHISM1 ,H9DUISM1 & ,TAOISM2 OR MORE 9T]E/+LY1 EV51 BETWE5 DIFF]5T /RA9S ( ,BUDDHISM OR1 O!RWISE1 )9 ?OSE TRADITIONS !MSELVES4 

,CONCLUSIONS3 ,BUT ,:AT ,AB\T ,CONSUM]ISM8 

  

,:AT DOES ALL ?IS IMPLY AB\T ! CURR5T USE ( ! T]M 0CONSUMPTION08 ,= ONE ?+1 ,I ?9K IT SUGGE/S WE %\LD ?9K AB\T H[ F> WE REALLY WANT TO EXT5D ! METAPHOR--S9CE A METAPHOR IS1 AFT] ALL1 ALL ?IS IS4 ,IT MAKES P]FECT S5SE TO TALK AB\T ! 0CONSUMPTION0 ( FOSSIL FUELS4 ,IT IS QUITE ANO!R ?+ TO TALK AB\T ! 0CONSUMPTION0 ( TELEVISION PROGRAMM+--MU* ?\< ?IS HAS BE5 ! TOPIC ( 5DLESS BOOKS & ESSAYS4 ,:Y1 EXACTLY1 >E WE CALL+ ?IS 0CONSUMPTION80 ,AB\T ! ONLY REASON ,I CAN SEE IS ?AT ,T,V PROGRAMM+ IS CREAT$ BY PEOPLE PAID WAGES & SAL>IES SOME:]E O!R ?AN :]E VIEW]S >E WAT*+ IT4 ,O!RWISE1 !RE APPE>S TO BE NO REASON AT ALL4 ,PROGRAMM+ IS NOT EV5 A COMMODITY1 S9CE VIEW]S DON'T USUALLY PAY = IT2 IT IS NOT 9 ANY DIRECT S5SE 0CONSUM$0 BY ITS VIEW]S4 ,IT IS H>DLY SOME?+ ONE FANTASIZES AB\T ACQUIR+1 & ONE CANNOT1 9 FACT1 ACQUIRE IT4 ,IT IS 9 NO S5SE DE/ROY$ BY USE4 ,RA!R1 WE >E DEAL+ ) A CONT9UAL /REAM ( POT5TIAL FANTASY MAT]IAL1 SOME 9T5D$ TO M>KET P>TICUL> COMMODITIES1 SOME NOT4 ,CULTURAL /UDIES S*OL>S1 & AN?ROPOLOGI/S WRIT+ 9 ! SAME VE91 T5D TO 9SI/ ?AT !SE IMAGES >E NOT SIMPLY PASSIVELY ABSORB$ BY 0CONSUM]S10 BUT ACTIVELY 9T]PRET$ & APPROPRIAT$1 9 WAYS ! PRODUC]S W\LD PROBABLY NEV] HAVE SUSPECT$1 & EMPLOY$ AS WAYS ( FA%ION+ ID5TITIES--! 0CREATIVE CONSUMPTION0 MODEL AGA94 ,BUT TO H[ MU* ,T,V WAT*+ DOES ?IS REALLY APPLY8 ,C]TA9LY1 !RE'S SOME4 ,!RE >E PEOPLE :O ORGANIZE MU* ( !IR IMAG9ATIVE LIFE >\ND ONE P>TICUL> %[1 ,TREKKIES = 9/ANCE1 :O P>TICIPATE 9 A SUBCULTURE ( FANS :O WRITE /ORIES OR COMIC Z9ES >\ND !IR FAVORITE *>ACT]S1 ATT5D CONV5TIONS1 DESIGN CO/UMES1 & ! LIKE4 ,BUT :5 A SIXTE5 YE> OLD GIRL WRITES A %ORT /ORY AB\T =BIDD5 LOVE BETWE5 ,KIRK & ,SPOCK1 ?IS IS H>DLY CONSUMPTION ANY MORE2 WE >E TALK+ AB\T PEOPLE 5GAG+ 9 A COMPLEX COMMUNITY ORGANIZ$ >\ND =MS ( 7RELATIVELY UNALI5AT$7 PRODUCTION4 ,SU* BEHAVIOR T5DS TO BE ESPECIALLY TYPICAL ( Y\NG PEOPLE :O HAVE A GOOD DEAL ( TIME ON !IR H&S1 & A GREAT DEAL ( 5]GY4.<#e#h.> ,AT ! O!R EXTREME1 WE HAVE ! VA/ MAJORITY ( ,T,V VIEW+1 :I* IS BY PEOPLE :O SP5D MO/ ( !IR WAK+ H\RS 5GAG$ 9 EXTREMELY ALI5AT$ =MS ( PRODUCTION--:O WORK =TY OR FIFTY H\RS A WEEK AT A JOB ?AT IS LIKELY AS NOT M9D-NUMB+LY BOR+1 EXTREMELY /RESSFUL1 OR BO?2 COMMUTE2 COME HOME F> TOO EXHAU/$ & EMOTIONALLY DRA9$ TO BE ABLE TO 5GAGE 9 ANY ( ! ACTIVITIES !Y W\LD CONSID] TRULY REW>D+1 PLEASURABLE OR MEAN+FUL1 BUT JU/ PLOP D[N 9 FROM ! ( ! TUBE BECAUSE IT'S ! EASIE/ ?+ TO DO4 ,AS SOME HAVE NOT$ 7E4G4 ,LODZIAK #b#b71 ?OSE :O ANALYZE CONSUMPTION AS AN AUTONOM\S DOMA9 ( MEAN+-CREATION ALMO/ NEV] TAKE ! EFFECTS ( WORK 9TO ACC\NT4 

,9 O!R WORDS1 :5 0CREATIVE CONSUMPTION0 IS AT ITS MO/ CREATIVE1 IT'S NOT CONSUMPTION2 :5 IT'S MO/ OBVI\SLY A =M ( CONSUMPTION1 IT IS NOT CREATIVE4 

,ABOVE ALL1 ,I ?9K WE %\LD BE C>EFUL AB\T IMPORT+ ! POLITICAL ECONOMY HABIT ( SEE+ SOCIETY AS DIVID$ 9TO TWO SPH]ES1 ( PRODUCTION & CONSUMPTION 9TO CULTURAL ANALYSIS 7OR AT BE/ ?REE3 PRODUCTION1 CONSUMPTION1 & EX*ANGE47 ,DO+ SO ALMO/ 9EVITABLY =CES US TO VIEW ALMO/ ALL =MS ( NON-ALI5AT$ PRODUCTION AS 0CONSUM] BEHAVIOR03  
  

,COOK+1 PLAY+ SPORTS1 G>D5+1 ,D,I,Y 7,DO-,IT-,Y\RSELF71 HOME DECORATION1 DANC+ & MUSIC-MAK+ >E ALL EXAMPLES ( CONSUM] ACTIVITIES :I* 9VOLVE SOME P>TICIPATION1 BUT !Y CANNOT ( !MSELVES TRANS=M ! MAJOR 9VASION BY COMM]CIAL 9T]E/ GR\PS 9TO CONSUMPTION :I* HAS OCCURR$ S9CE ! #a#i#eS 7,BOCOCK #a#i#i#c3 #e#a74  
  

,ACCORD+ TO ! LOGIC ( ! QUOTE ABOVE1 IF ,I B\<T SOME VEGETABLES & PREP>$ A GAZPA*O TO %>E ) SOME FRI5DS1 ?AT'S ACTUALLY CONSUM]ISM4 ,9 FACT1 IT W\LD BE EV5 IF ,I GREW ! VEGETABLES MYSELF 7PRESUMABLY1 BECAUSE ,I B\<T ! SE$S74 ,WE >E BACK TO ! TE5AG]S ) ! ROCK B&4 ,ANY PRODUCTION NOT = ! M>KET IS TREAT$ AS A =M ( CONSUMPTION1 :I* HAS ! 9CR$IBLY REACTION>Y POLITICAL EFFECT ( TREAT+ ALMO/ EV]Y =M ( UNALI5AT$ EXP]I5CE WE DO 5GAGE 9 AS SOMEH[ A GIFT GRANT$ US BY ! CAPTA9S ( 9DU/RY4 

,H[ TO ?9K \R WAY \T ( ?IS BOX8 ,NO D\BT !RE >E MANY WAYS4 ,?IS PAP] IS MEANT MORE TO RAISE ISSUES1 TRACE A HI/ORY1 & EXPOSE DILEMMAS1 ?AN TO DICTATE SOLUTIONS4 ,/ILL1 ONE OR TWO SUGGE/IONS MI<T BE 9 ORD]4 ,! OBVI\S ONE IS TO TREAT CONSUMPTION NOT AS AN ANALYTICAL T]M BUT AS AN IDEOLOGY TO BE 9VE/IGAT$4 ,CLE>LY1 !RE >E PEOPLE 9 ! WORLD :O DO BASE KEY ASPECTS ( !IR ID5TITY >\ND :AT !Y SEE AS ! DE/RUCTIVE 5COMPASSM5T ( MANUFACTUR$ PRODUCTS4 ,LET US F9D \T :O !SE PEOPLE REALLY >E1 :5 !Y ?9K ( !MSELVES ?IS WAY & :5 !Y DON'T1 & H[ !Y RELATE TO O!RS :O CONCEIVE !IR RELATIONS TO ! MAT]IAL WORLD DIFF]5TLY4 ,IF WE WI% TO CONT9UE APPLY+ T]MS BORR[$ FROM POLITICAL ECONOMY--AS ,I HAVE C]TA9LY DONE ELSE:]E 7E4G41 #b#a1 #b#f7--IT MI<T BE MORE 5LI<T5+ TO />T LOOK+ AT :AT WE'VE BE5 CALL+ ! 0CONSUMPTION0 SPH]E RA!R AS ! SPH]E ( ! PRODUCTION ( HUMAN BE+S1 NOT JU/ AS LABOR P[] BUT AS P]SONS1 9T]NALIZ$ NEXUSES ( MEAN+FUL SOCIAL RELATIONS4 ,AFT] ALL1 ?IS IS :AT SOCIAL LIFE IS ACTUALLY AB\T3 ! PRODUCTION ( PEOPLE 7( :I* ! PRODUCTION ( ?+S IS SIMPLY A SUBORD9ATE MOM5T71 & IT'S ONLY ! V]Y UNUSUAL ORGANIZATION ( CAPITALISM ?AT MAKES IT EV5 POSSIBLE = US TO IMAG9E O!RWISE4 

,?IS IS NOT TO SAY ?AT EV]Y?+ HAS TO BE CONSID]$ EI!R A =M ( PRODUCTION OR ( CONSUMPTION 7CONSID] = EXAMPLE A S(TBALL GAME2 IT'S CLE>LY NEI!R71 BUT IT AT LEA/ ALL[S US TO OP5 UP SOME NEGLECT$ QUE/IONS1 SU* AS ?AT ( ALI5AT$ & NONALI5AT$ =MS ( LABOR1 T]MS :I* HAVE FALL5 SOME:AT 9TO ABEYANCE & !RE=E REMA9 RADICALLY UND]-!ORIZ$4 ,:AT EXACTLY DOES 5GAG+ 9 NONALI5AT$ PRODUCTION ACTUALLY MEAN8 ,SU* QUE/IONS BECOME ALL ! MORE IMPORTANT :5 WE />T ?9K+ AB\T CAPITALI/ GLOBALIZATION & RESI/ANCE4 ,RA!R ?AN LOOK+ AT PEOPLE 9 ,ZAMBIA OR ,BRAZIL & SAY+ 0LOOK6 !Y >E US+ CONSUMPTION TO CON/RUCT ID5TITIES60 7IMPLY+ !Y >E WILL+LY1 OR P]HAPS UNKN[+LY1 SUBMITT+ TO ! LOGIC ( NEOLIB]AL CAPITALISM71 P]HAPS WE %\LD CONSID] ?AT 9 MANY ( ! SOCIETIES WE /UDY1 ! PRODUCTION ( MAT]IAL PRODUCTS HAS ALWAYS BE5 SUBORD9ATE TO ! MUTUAL CON/RUCTION ( HUMAN BE+S4 ,:AT !Y >E DO+1 AT LEA/ 9 P>T1 IS SIMPLY 9SI/+ ON CONT9U+ TO ACT AS IF ?IS W]E ! CASE1 EV5 :5 US+ OBJECTS MANUFACTUR$ ELSE:]E4 ,9 O!R WORDS1 MAYBE IT IS ! V]Y OPPOSITE ( ACQUIESC5CE4 

,ONE ?+1 ,I ?9K1 WE CAN C]TA9LY ASS]T4 ,9S(> AS SOCIAL LIFE IS & ALWAYS HAS BE5 MA9LY AB\T ! MUTUAL CON/RUCTION ( HUMAN BE+S1 ! IDEOLOGY ( CONSUMPTION HAS BE5 5DLESSLY EFFECTIVE 9 HELP+ US =GET ?IS4 ,MO/ ( ALL IT DOES SO BY SUGGE/+3  

?AT HUMAN DESIRE IS NOT ESS5TIALLY A MATT] ( RELATIONS BETWE5 PEOPLE BUT ( RELATIONS BETWE5 9DIVIDUALS & PHANTASMS2  

?AT \R PRIM>Y RELATION ) O!R 9DIVIDUALS IS AN 5DLESS /RUGGLE TO E/ABLI% \R SOV]EIGNTY1 OR AUTONOMY1 BY 9CORPORAT+ & DE/ROY+ ASPECTS ( ! WORLD >\ND !M2  

?AT = ?IS REASON ANY G5U9E RELATION ) O!R PEOPLE IS PROBLEMATIC 7! PROBLEM ( 0! ,O!R072  

?AT SOCIETY CAN ?US BE SE5 AS A GIGANTIC 5G9E ( PRODUCTION & DE/RUCTION 9 :I* ! ONLY SIGNIFICANT HUMAN ACTIVITY IS EI!R MANUFACTUR+ ?+S1 OR 5GAG+ 9 ACTS ( C]EMONIAL DE/RUCTION SO AS TO MAKE WAY = MORE3 A VISION :I*1 9 FACT1 SIDEL9ES MO/ ?+S ?AT REAL PEOPLE ACTUALLY DO &1 9S(> AS IT IS TRANSLAT$ 9TO ACTUAL ECONOMIC BEHAVIOR1 IS OBVI\SLY UNSU/A9ABLE4  
  

,EV5 AS AN?ROPOLOGI/S & O!R SOCIAL !ORI/S DIRECTLY *ALL5GE ?IS VIEW ( ! WORLD1 ! UNREFLECTIVE USE--& 9DE$ SELF-RI<TE\S PROPAGATION--( T]MS LIKE 0CONSUMPTION0 5DS UP COMPLETELY UND]CUTT+ !IR EF=TS & REPRODUC+ ! V]Y TACIT IDEOLOGICAL LOGIC WE W\LD WI% TO CALL 9TO QUE/ION4 

,BIBLIOGRAPHY 

  
  

,AGAMB51 ,GIORGIO 

#a#i#i#cA ,/ANZAS3 ,WORD & ,PHANTASM 9 ,WE/]N ,CULTURE4 ,M9NEAPOLIS3 ,UNIV]SITY ( ,M9NESOTA ,PRESS4 

#a#i#i#cB ,9FANCY & ,HI/ORY3 ,ESSAYS ON ! ,DE/RUCTION ( ,EXP]I5CE4 7,LIZ ,H]ON1 TRANS47 ,LONDON3 ,V]SO ,PRESS4 

,BAKHT91 ,MIKHAIL 

#aihd ,RABELAIS & HIS ,WORLD4 ,9DIANA ,U4 ,PRESS1 ,BLOOM+TON4 

,BATAILLE1 ,GEORGES 

#aicg 0,! ,NOTION ( ,EXP5DITURE40 ,VISIONS ( ,EXCESS1 ,SELECT$ ,WRIT+S1 #a#i#b#g-#a#i#c#i4 ,M9NEAPOLIS3 ,UNIV]SITY ( ,M9NESOTA ,PRESS4 

,BAUDRILL>D1 ,JEAN 

#aigb ,P\R UN CRITIQUE DE L'ECONOMIE DU ,SIGNE4 ,P>IS3 ,GALLIM>D4 

,B5$ICT1 ,RU? 

#aicd 0,! ,NOR?WE/ ,COA/ ( ,AM]ICA10 *APT] #f ( ,PATT]NS ( ,CULTURE 7,NEW ,YORK3 ,P5GU973 #a#f-#b#e 

,B]G1 ,MAX9E1 & ,HEL5 ,CLIF=D1 $ITORS 

#aiii ,CONSUM]S & ,LUXURY3 ,CONSUM] ,CULTURE 9 ,EUROPE1 #a#f#e-#a#h#e4 ,MAN*E/]3 ,MAN*E/] ,UNIV]SITY ,PRESS4 

,BOCOCK1 ,ROB]T 

#aiic ,CONSUMPTION4 ,LONDON3 ,R\TL$GE4 

,CAMPBELL1 ,COL9 

#aihg ,! ,ROMANTIC ,E?IC & ! ,SPIRIT ( ,MOD]N ,CONSUM]ISM4 ,OX=D3 ,BLACKWELL4 

,CASEY1 ,$W>D ,S4 & ,J4 ,MELV9 ,WOODY 

#aihc 0,HEGEL & ,LACAN3 ! ,DIALECTIC ( ,DESIRE40 ,9 ,9T]PRET+ ,LACAN 7,JOSEPH ,SMI? & ,WILLIAM ,K]RIGAN1 $S474 ,NEW ,HAV53 ,YALE ,UNIV]SITY ,PRESS4 

,C\LIANO1 ,IOAN 

#aihg ,]OS & ,MAGIC 9 ! ,R5AISSANCE4 7,M>G>ET ,COOK1 TRANS47 ,*ICAGO3 ,UNIV]SITY ( ,*ICAGO ,PRESS4 

,DAVIS1 ,NATALIE ,ZEMON 

#aige ,SOCIETY & ,CULTURE 9 ,E>LY ,MOD]N ,FRANCE4 ,/AN=D3 ,/AN=D ,UNIV]SITY ,PRESS4 

,DEBORD1 ,GUY 

#aiid ,SOCIETY ( ! ,SPECTACLE4 ,NEW ,YORK3 ,ZONE ,BOOKS4 

,DELUMEAU1 ,JEAN 

#b ,HI/ORY ( ,P>ADISE3 ,! ,G>D5 ( ,$5 9 ,MY? & ,TRADITION4 7,MAT!W ,O',CONNELL1 TRANS47 ,*ICAGO3 ,UNIV]SITY ( ,ILL9OIS ,PRESS4 

,DELEUZE1 ,GILLES1 & ,FELIX ,GUATT>I 

#aihc ,ANTI-,O$IPUS3 ,CAPITALISM & ,S*IZOPHR5IA4 ,M9NEAPOLIS3 ,UNIV]SITY ( ,M9NESOTA ,PRESS4 

,FRI$MAN1 ,JOHN ,BLOCK 

#aiha ,! ,MON/R\S ,RACES 9 ,M$IEVAL ,>T & ,?\<T4 ,CAMBRIDGE1 ,M,A3 ,H>V>D ,UNIV]SITY ,PRESS4 

,FRI$MAN1 ,JONA?AN 

#aiid 0,9TRODUCTION0 TO ,CONSUMPTION & ,ID5TITY4 ,AM/]DAM3 ,H>WOOD ,ACADEMIC ,PUBLI%]S4 

,GATES1 ,MOIRA & ,G5EVIEVE ,LLOYD 

#aiii ,COLLECTIVE ,IMAG9+S3 ,SP9OZA1 ,PA/ & ,PRES5T4 ,LONDON3 ,R\TL$GE4 

,GRABURN1 ,NELSON 

#a#i#h#b4 ,TELEVISION & ! ,CANADIAN ,9UIT4 ,ETUDES ,9UIT ,/UDIES #f7#b73 #g-#b#d 

,GRAEB]1 ,DAVID 

#aiig 0,MANN]S1 ,DEF]5CE & ,PRIVATE ,PROP]TY3 ,! ,G5]ALIZATION ( ,AVOIDANCE 9 ,E>LY ,MOD]N ,EUROPE40 ,COMP>ATIVE ,/UDIES 9 ,SOCIETY & ,HI/ORY #c#i7#d73 #f#i#d-#g#b#h4 

#ba ,T[>DS AN ,AN?ROPOLOGICAL ,!ORY ( ,VALUE3 ,! ,FALSE ,CO9 ( ,\R ,[N ,DREAMS4 ,NEW ,YORK3 ,PALGRAVE4 

#bf 0,TURN+ ,MODES ( ,PRODUCTION ,9SIDE ,\T3 ,OR1 ,:Y ,CAPITALISM IS A ,TRANS=MATION ( ,SLAV]Y 7%ORT V]SION740 ,CRITIQUE ( ,AN?ROPOLOGY ,VOLUME #bf NO #a3 #f#a-#h#a4 

,HEE/]MAN1 ,J4 ,C4 

#aiic ,! ,BROK5 ,WORLD ( ,SACRIFICE3 ,AN ,ESSAY 9 ,ANCI5T ,9DIAN ,RITUAL4 ,*ICAGO3 ,UNIV]SITY ( ,*ICAGO ,PRESS4 

,HEGEL1 ,GEORG ,WILHELM ,FRI$RI* 

#aiig ,PH5OM5OLOGY ( ,SPIRIT 7,A4,V4 ,MILL]1 TRANS474 ,OX=D3 ,CL>5DON ,PRESS4 

,HOBBES1 ,?OMAS 

#aifh ,LEVIA?AN4 ,H>M&SWOR?3 ,P5GU9 ,PRESS4 

,KOJEVE1 ,ALEX&RE 

#aifi ,9TRODUCTION TO ! ,READ+ ( ,HEGEL4 ,NEW ,YORK3 ,BASIC ,BOOKS4 

,LACAN1 ,JACQUES 

#aigg ,ECRITS3 ,A ,SELECTION4 ,NEW ,YORK3 ,NORTON ,PRESS4 

,LI5H>DT1 ,GODFREY 

#aifa ,DIV9ITY & ,EXP]I5CE4 ,OX=D3 ,OX=D ,UNIV]SITY ,PRESS4 

,LODZIAK1 ,CONRAD 

#bb ,! ,MY? ( ,CONSUM]ISM4 ,LONDON3 ,PLUTO ,PRESS4 

,MAUSS1 ,M>CEL 

#ai$ ,! ,GIFT4 ,BEACON ,PRESS1 ,BO/ON4 

,MC,K5DRICK1 ,NEIL1 ,JOHN ,BREW]1 & ,J4,H4 ,PLUMB 

#aihb ,BIR? ( A ,CONSUM] ,SOCIETY3 ,! ,COMM]CIALIZATION ( ,EI<TE5?-,C5TURY ,5GL&4 ,LONDON3 ,EUROPA4 

,MILL]1 ,DANIEL 

#aihg ,MAT]IAL ,CULTURE & ,MASS ,CONSUMPTION4 ,LONDON3 ,BASIL ,BLACKWELL4 

#aiie ,ACKN[L$G+ ,CONSUMPTION3 ,A ,REVIEW ( ,NEW ,/UDIES 7,D4 ,MILL]1 $474 ,LONDON3 ,R\TL$GE4 

,NEGRI1 ,ANTONIO 

#aiia ,! ,SAVAGE ,ANOMALY3 ,! ,P[] ( ,SP9OZA'S ,METAPHYSICS & ,POLITICS4 7,MI*AEL ,H>DT1 TRANS47 ,M9NESOTA3 ,UNIV]SITY ( ,M9NESOTA ,PRESS4 

,PLEIJ1 ,H]MAN 

#ba ,DREAM+ ( ,COCKAIGNE3 ,M$IEVAL ,FANTASIES ( ! ,P]FECT ,LIFE 7,DIANE ,WEBB1 TRANS47 ,NEW ,YORK3 ,COLUMBIA ,UNIV]SITY ,PRESS4 

,SAHL9S1 ,M>%ALL 

#aigb ,/ONE ,AGE ,ECONOMICS1 ,*ICAGO3 ,UNIV]SITY ( ,*ICAGO ,PRESS4 

#a#i#i#f4 0,! ,SADNESS ( ,SWEETNESS3 OR1 ,! ,NATIVE ,AN?ROPOLOGY ( ,WE/]N ,COSMOLOGY80 ,CURR5T ,AN?ROPOLOGY #cg NO4 #c3 #c#i#e-#d#b#h4 

,SC>RY1 ,ELA9E 

#aihe ,! ,BODY 9 ,PA93 ,! ,MAK+ & ,UNMAK+ ( ! ,WORLD4 7,OX=D3 ,OX=D ,UNIV]SITY ,PRESS74 

,S*IVELBUS*1 ,WOLFGANG 

#aiib ,TA/ES ( ,P>ADISE3 ,A ,SOCIAL ,HI/ORY ( ,SPICES1 ,/IMULANTS & ,9TOXICANTS4 ,NEW ,YORK3 ,V9TAGE ,PRESS4 

,S*OR1 ,JULIET ,B4 & ,D\GLAS ,B4 ,HOLT1 $S4 

#b ,! ,CONSUM] ,SOCIETY ,READ]4 ,NEW ,YORK3 ,! ,NEW ,PRESS4 

,SCOTT1 ,JAMES 

#aiib ,DOM9ATION & ! ,>TS ( ,RESI/ANCE4 ,NEW ,HAV53 ,YALE ,UNIV]SITY ,PRESS4 

,SILV]MAN1 ,HU< 

#b 0,TW5TIE?-,C5TURY ,DESIRE & ! ,HI/ORIES ( ,PHILOSOPHY40 ,PHILOSOPHY @& ,DESIRE4 ,NEW ,YORK3 ,R\TL$GE4 

,SMI?1 ,ADAM 

#aggf ,AN ,9QUIRY ,9TO ! ,NATURE & ,CAUSES ( ! ,WEAL? ,( ,NATIONS4 ,OX=D3 ,CL>5DON ,PRESS4 

#agfa ,!ORY ( ,MORAL ,S5TIM5TS4 ,CAMBRIDGE1 ,U4,K3 ,CAMBRIDGE ,UNIV]SITY ,PRESS 7#b#b74 

,SMI?1 ,WOODRUFF ,D4 

#bb ,CONSUMPTION & ! ,MAK+ ( ,RESPECTABILITY3 #a#f-#a#h4 ,LONDON3 ,R\TL$GE4 

,SP9OZA1 ,B>U* 

#b ,E?ICS4 7,G4,H4,R4 ,P>K9SON1 $4 & TRANS474 ,OX=D3 ,OX=D ,UNIV]SITY ,PRESS4 

,/E>NS1 ,PET] 

#ba ,CONSUM]ISM 9 ,WORLD ,HI/ORY3 ,! ,GLOBAL ,TRANS=MATION ( ,DESIRE4 ,LONDON3 ,R\TL$GE4 

,?OMAS1 ,KEI? 

#aiga ,RELIGION & ! ,DECL9E ( ,MAGIC4 ,NEW ,YORK3 ,SCRIBN]4 

,?OMPSON1 ,E4,P4 

#aiff ,! ,MAK+ ( ! ,5GLI% ,WORK+ ,CLASS4 ,NEW ,YORK3 ,V9TAGE4 

#aifg 0,TIME1 ,WORK-,DISCIPL9E & ,9DU/RIAL ,CAPITALISM10 ,PA/ & ,PRES5T NO4 #* 7,DEC4 #a#i#f#g71 #e#f-#i#g4 

,TODOROV1 ,TZVETAN 

#ba ,LIFE 9 ,COMMON3 ,AN ,ESSAY 9 ,G5]AL ,AN?ROPOLOGY4 7,KA!R9E ,GOLSAN @& ,LUCY ,GOLSAN1 TRANS474 ,L9COLN3 ,UNIV]SITY ( ,NEBRASKA ,PRESS4 

,TURN]1 ,T]5CE 

#aigi 0,AN?ROPOLOGY & ! ,POLITICS ( ,9DIG5\S ,PEOPLES' ,/RUGGLES40 ,CAMBRIDGE ,AN?ROPOLOGY #e3 #a-#d#c4 

#aih 0,! ,SOCIAL ,SK940 ,9 ,NOT ,WORK ,ALONE 7,J]EMY ,*]FAS & ,R4 ,LEWAS1 $S474 ,BEV]LY ,HILLS3 ,SAGE ,PRODUCTIONS4 

#aihd 0,VALUE1 ,PRODUCTION & ,EXPLOITATION 9 ,NON-,CAPITALI/ SOCIETIES40 ,UNPUBLI%$ ESSAY BAS$ ON A PAP] PRES5T$ AT ! ,A,A,A #h#bND ,ANNUAL ,MEET+1 ,D5V]1 ,COLORADO4 ,TO APPE> 9 ,:OSE ,CREATIVE ,5]GY83 ,ACTION & ,REFLECTION 9 ! ,CREATION ( ,SOCIETY 7$4 ,DAVID ,GRAEB] & ,SETSUKO ,NAKAYAMA1 ,B]<AHN ,PRESS47 

,VAL]I1 ,VAL]IO 

#aihe ,K+%IP & ,SACRIFICE3 ,RITUAL & ,SOCIETY 9 ,ANCI5T ,HAWAII 7,PAULA ,WISS+1 TRANS474 ,*ICAGO3 ,UNIV]SITY ( ,*ICAGO ,PRESS4 

,WAGN]1 ,ROY 

#aiie 0,IF ,Y\ ,HAVE ! ,ADV]TISEM5T ,Y\ ,DON'T ,NE$ ! ,PRODUCT40 ,9 ,RHETORICS ( ,SELF-,MAK+ 7,D4 ,BATTAGLIA1 $474 ,B]KELEY3 ,UNIV]SITY ( ,CALI=NIA ,PRESS4 

,WILLIAMS1 ,RAYMOND 

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