What Is The Link Between Commodity Fetishism

In this essay, I will discuss the link between commodity fetishism, as introduced by Karl Marx, and individual identity in post-modern North American society. This link is important in consideration of the socially constructed social hierarchy where the wealthy and famous are at the top of the hierarchy with ordinary people at various spots on the metaphorical ladder “below” them. The social hierarchy’s purpose is to control society and keep individuals in their place. However, individuals do possess aspirations to ascend the metaphorical ladder of the social hierarchy. This relates to commodity fetishism because there are individuals who are more concerned about their social status instead of what goes on behind the scenes in the assembly
of the commodity that gives the illusion of social status. The idea that a commodity can give an individual social status stems from the abundance of advertisements that individuals are exposed to every single day. Advertisements sell a sense of belonging through the purchase of commodities and if an individual cannot afford the advertised commodity they may feel that they do not belong. Essentially what I will be highlighting is the portion of the population that are concerned about their individual self and their position on the social hierarchy instead of being concerned with the social conditions behind the commodities for purchase.