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Todd McGowan, "Capitalism and Desire: The Psychic Cost of Free Markets" (Columbia UP, 2016)

New Books in Psychoanalysis

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The Importance of Signification in Capitalism

I want to get into that idea which you refer to in the book as signification. Means is the process by which humans uniquely assign all sorts of excess values or meanings to normal everyday objects like an apple. I think capitalism capitalizes on and then is able to present the commodity as oh there's even more attached to this than this present in the thing empirically. But I would just say though I'm not sure I think we're kind of seeing right at this very moment that we're speaking that maybe it's not just humans right like maybe artificial intelligence is also subject to the signifier in the same wayright like I'm not.

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