Exploring the Connection Between Capitalism and Human Desire

Capitalism aligns perfectly with human desires by constantly bombarding individuals with products that create a never-ending cycle of desire. Through commodity fetishism, products are imbued with magical qualities, tapping into people's desire for things beyond their actual value. This setup links human psychology and identities to the material forces in society, resembling a form of religion. By leveraging aspects of human desire and identity, capitalism leads to irrational religious behaviors in consumers, such as going into debt for luxury items or sacrificing personal well-being for success. Slavoj Zizek argues that global capitalism shapes how people desire rather than dictating what they desire, imparting a sense of freedom within a limited framework of choices. Zizek emphasizes the importance of being aware of the messaging promoted by global capitalism in media, as it influences people from a young age. Through examples from popular movies and media, Zizek illustrates how global capitalism molds our thinking and perpetuates certain ideologies. He also critiques apocalyptic movies for enforcing a sense of nostalgia in the present by depicting societies in even worse conditions, creating a distorted perspective on reality.