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It is through a similar process that capitalism has transformed its practitioners into objects. The human population is presently marketed as an attainable collection of future contentment. The logic of capitalism forces humanity out of the present and into an objective time (presumably the future). This objectification of human spirit and individuality is simply reprehensible.
One of capitalism's primary functions is to output products. Capitalism paints these products in a variety of shades of |
marketing. Products are often confused with needs in our current system. The desire to possess products is an attempt to buy the future. Unfortunately, this cancels out any possibility of altering the present. This is one of capitalism's most effective tools for maintaining power – selling and producing an obsession with the concept of “next” and “new” -- while at the same time diffusing stagnation. This distance that products emanate – their ties to “a future” – is what makes them objects. Fixed and idealized, these objects propel an unreal everyday world.
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