Hermitix Capitalism, Commodity, and Pure Excess with Todd McGowan
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Dec 31, 2024 Todd McGowan, author of "Pure Excess - Capitalism and the Commodity," dives deep into the intricate relationship between capitalism and excess. He explores how commodities, influenced by aesthetics and packaging, shape consumer experiences. A personal Oreo anecdote highlights these dynamics, while discussions on sports fandom reveal loyalty's ties to familial connections. The conversation also touches on the death drive's dual nature and its impact on consumer behavior, questioning societal values in a culture saturated with excess.
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The Oreo Story
- Todd McGowan's parents would buy Oreos and put them in a plastic bag.
- The Oreos tasted worse outside of their original packaging, highlighting the importance of the commodity form.
The Value of Uselessness
- The value of a commodity often lies in its non-utilitarian aspects.
- Book sleeves exemplify this, as their presence significantly increases a book's value despite not enhancing its readability.
Self-Branding and Excess
- Consumers curate an image of themselves through commodities, associating their value with purchased items.
- This self-branding creates an illusion of pure excess, hiding any perceived lacks.
