Recently, the media highlighted a global public uproar triggered by a watch frenzy, thanks to a collaboration between two trendy sister brands. The queues of people lining up to purchase these newly released watches stretched far and wide in many places. It was truly remarkable, especially considering that the 11 series collection, according to its makers, was not intended to be a limited edition. So, why did the public go crazy to get their hands on it, particularly the die-hard fans, as soon as possible?

To shed light on this phenomenon, one should explore the concept of "commodity fetishism." But what does this striking term actually mean? "Commodity fetishism" refers to the situation where material consumer objects (such as luxury cars and high fashion) and cultural products (such as movies and popular music) are assigned significant and desirable symbolic value in society. This term originated from the Marxist tradition and was later adapted by Judith Williamson, who focused on analyzing commercials in the 1970s.

In Williamson's research, she observed that advertisers not only offer the opportunity to purchase an object but also provide an identity that is based on the symbolic values associated with that particular commodity. Yes, it is true – one's identity seems to be intertwined with the possessions they own and display to society! This plausibly explains why most people develop a passionate attraction to luxury goods and products, despite their exorbitant price tags.

Douglas Kellner, a scholar whose works center on media and culture, argues that one's identity is primarily shaped by consumerism. According to him, individuals go all out to buy commodities in order to achieve happiness and fulfillment in their lives. While some may find this claim absurd or far-fetched, the countless tweets and Instagram stories just a couple of weeks ago, where fans and general consumers proudly shared their excitement and satisfaction after successfully purchasing planetary-themed watches, serve to validate Kellner's point. If this piques your curiosity, especially regarding the symbolic values at play, let's further explore and explain these qualities. Symbolic values are often exemplified by qualities such as confidence, edginess, gracefulness, youthfulness, sophistication, flamboyance, and more. Interestingly, these associations established through a product's branding or brand association can become an extension of one's identity.

For instance, when someone is seen owning or wearing the very fashionable watch we are discussing here, their identity instinctively becomes synonymous with affluence, chicness, excellence, innovation, and precision. Somehow, there is an ideological role at play in constructing symbolic values, particularly when someone owns expensive commodities that simultaneously symbolize and measure their success in society. However, addressing this issue would require a separate forum for discussion.

So, how can one approach commodity fetishism in society? Upon reflection, one way to do that would be to gradually bring about a change in our media consumption and consumer culture. This requires the public to have a deep understanding that advertising carries an ideological message that encourages commodity fetishism. As consumers, we need to be discerning, and what is greatly needed is the ability to evaluate our own consumer behaviors and make selective purchases. This by no means suggests that the luxury market should cease to exist or that anyone should impose sanctions. Rather, as a society, we should not possess idée fixe that the value of our identities is based on the commodities we own or do not own!

Priyadharshini Ahrumugam 
School of Arts
Email: @email

This article was first published in Business Today, 16 April 2022.