The Tragic Consequences of the Capitalist Imagery

• Main Author: D. S. Litova
• Format: Article
• Language: English
• Published: MGIMO University Press 2021-04-01
• Series: Концепт: философия, религия, культура
• Subjects: capitalism; postmodernism; guy debord; slavoj žižek; marxism; futurism; french cinema; stanislaw lem; society of the spectacle; commodity fetishism; the social dilemma; digital divide
• Online Access: https://concept.mgimo.ru/jour/article/view/483

Overproduction, consumerism and commodity fetishism — it seems like these tendencies are omnipotent and omnipresent in the modern world. The difference between the society criticized by Marx and the reality encompassing us is that in the postmodern societies, it is the information and images that serve as an object of consumption and consequently commodity fetishism. In other words, the service sector produces images that become the means of mediation. In the article, the author looks into the work of Stanislaw Lem Futurological Congress and contemporary French movie The Congress following the same plot. The analysis being founded on the theories of Guy Debord, Slavoj Žižek and Karl Marx, as well as the recent investigations of a journalist Naomi Klein, the author uncovers implicit consequences of the consumerist way of life, imposed on us by the capitalist system as well as media and transnational companies. Arguing, after Žižek, that the criticism of late-capitalism is directly linked to the understanding of the human psyche’s recesses, the article attempts to explain the consumer turning into a marionette of large businesses. This position is further strengthened by the natural necessity for an individual to embrace the system’s core impositions, in particular, to recognize the non-existing authenticity behind a brand. The tendency further leads to the alienation from real merit and overconfidence in the fairness inherent in the existing system. Overproduction and the ubiquitous loss of Walter Benjamin’s Aura result in actual poverty behind the mask of abundance, nature of the art and authenticity becoming extinct. This leads to the natural drive to substitute the lost identity for the (re-) invented one and manifest individualities, sometimes aggressively and vigorously. As Lem’s characters balance on the verge between reality and hallucinations, modern-day consumers lose the established coordinate system, distracted by the absolute and seemingly non-restricted liberty of choice, the virtual reality permitting to act out any repressed impulses and instincts fully and with impunity. Citing Debord, ‘the poverty unites everyone involved in the spectacle and its controversies’. The author is of the opinion that Lem’s Futurological Congress aims at forewarning the reader from the possibility of the imaginary system progressing irreversibly, the idea further reflected in the movie. There is no hope for a society abandoning the boundaries of reality and moral guidelines for good. The analysis could possibly describe the broadening sphere of influence of the multinational corporations and contribute to the lively discussions on the digital divide and the social networks’ actual/ impact on society.