Guy Debord

The satisfaction that no longer comes from using the commodities produced in abundance is now sought through recognition of their value as commodities. Consumers are filled with religious fervor for the sovereign freedom of commodities whose use has become an end in itself. Waves of enthusiasm for particular products are propagated by all the communications media. A film sparks a fashion craze; a magazine publicizes night spots which in turn spin off different lines of products. The proliferation of faddish gadgets reflects the fact that as the mass of commodities becomes increasingly absurd, absurdity itself becomes a commodity. Trinkets such as key chains which come as free bonuses with the purchase of some luxury product, but which end up being traded back and forth as valued collectibles in their own right, reflect a mystical self-abandonment to commodity transcendence. Those who collect the trinkets that have been manufactured for the sole purpose of being collected are accumulating commodity indulgences—glorious tokens of the commodity’s real presence among the faithful. Reified people proudly display the proofs of their intimacy with the commodity. Like the old religious fetishism, with its convulsionary raptures and miraculous cures, the fetishism of commodities generates its own moments of fervent exaltation. All this is useful for only one purpose: producing habitual submission

Complacent acceptance of the status quo may also coexist with purely spectacular rebelliousness—dissatisfaction itself becomes a commodity as soon as the economy of abundance develops the capacity to process that particular raw material

The spectacle is the stage at which the commodity has succeeded in totally colonizing social life. Commodification is not only visible, we no longer see anything else; the world we see is the world of the commodity. Modern economic production extends its dictatorship both extensively and intensively. In the less industrialized regions, its reign is already manifested by the presence of a few star commodities and by the imperialist domination imposed by the more industrially advanced regions. In the latter, social space is blanketed with ever-new layers of commodities. With the “second industrial revolution,” alienated consumption has become just as much a duty for the masses as alienated production. The society’s entire sold labor has become a total commodity whose constant turnover must be maintained at all cost. To accomplish this, this total commodity has to be returned in fragmented form to fragmented individuals who are completely cut off from the overall operation of the productive forces.