Misdirected Effort

In Misdirected Effort, Veblen discusses the difference in work power relations within consumer behavior and advertising. He uses the example of high fashion sneakers and discusses how the high price and exclusivity of the product enforces a social hierarchy. Veblen States “symbols that glorify separation of nobility, power and rank from industry and from those who work. Honor requires immunity from activity and people whose daily life reeks with economic need and compulsion” (507). Veblen critiques the idea of barbarism which has major social and political dangers of excessive productivity and how our over abundance of technology is disruptive for our society. In this article, Veblen’s term conspicuous consumption refers to consumers who buy expensive and high end items to display wealth and income rather than to cover the true needs of the consumer. Commodity fetishism creates a perpetuating cycle where proletariats work to conspicuously consumer and the bourgeoisie maintain power so they have to keep working in order to strive in society. Misdirected effort briefly discusses Karl Marx’s Commodity fetishism, which is when an innominate object is attributed to special and even magical powers. An
example of commodity fetishism is in the novel “confession of a shopaholic” the main character Becky believes that high end clothing gives her inner strength and power even though it puts her in deep debt. Commodity fetishism and conspicuous consumption have changed advertising greatly, mainly it has taught consumers to discriminate social worth based on price. Now sellers attempt to forge new beliefs of exclusivity and value on a quantity production of its consumers.
In Obscene From Any Angle, Ritzer discusses the McDonaldisation of our society specifically in the industry of fast food, credit cards and major forms of entertainment like casinos. McDonaldisation threats social justice, democratic decision making and basic human rights. It simply focuses on the standardization of foods and services but elevates the quality of one or many in some parts of the world with large amounts of consumers demanding a lower price. Ritzer describes that many examples of McDonaldisation are made obscene to us as it would likely have a negative impact on society. Many social structures and settings are adopting these principles an example from the reading medical patients are consumers of medical services. Ritzer discusses 4 aspects of Mcdonalisation
1. Has grown invisible and homogenized
2. Disenchantment and rationalized
3. Dehumanized settings
4. Environmental destruction hidden behind public relation campaigns and attributed to a since of community
Lastly Paco Underhill the author of the Science of Shopping discusses the market of Tee shirts that are made in a third world factory for $3 and sold in stores for $37.
High end brands have the power to deceive customers and sell a product with a high end mark up. I found a Gucci White Tee Shirt retailing for $505 USD. I believe this product to be priced this high due to commodity fetishism and conspicuous consumers to show social hierarchy as well the shirt is standardized and produced through McDonaldisation. I believe this shirt fits in the 4 aspects of Ritzers McDonaldisation. Do you agree with this statement? Can you think of other items for sale that fit the 4 aspects of McDonaldisation that are over priced based on conspicuous consumption and commodity
fetishism?