Kwete pasina chaive chitsauko chekutanga cheMarx's Capital chakanzi "Commodities," nekuti commodification iri pakati pezvinotsanangudza maitiro e capitalism. Kutanga kwaiva ivhu nebasa; zvino, zvinhu zvose chinhu; zvese zviri kutengeswa.
Adam Smith akapa hwaro hwekuongorora hwekutengesa. Muhupfumi hwake hweMarudzi (1776). Akataura kuti makwikwi emusika wemahara, warts uye zvese, zvaizotiendesa kune "yakanakisa pasirese." Chaaida kutsiva chakanga chiri uori uye akadhakwa nevatengesi vezvokutengeserana venguva yake; aizotyiswa neuori nehumwe hutongi hwakadhakwa necapitalism yenguva yedu.
Sezvakanyorwa naSmith, uye kusvika muzana ramakore rechi20, capitalism yakanga isina chikonzero chekutenga. Paiva, chokwadika, “chinwiwa,” asi ikoko kwakasiana nokutenga zvinhu sezvakangoita kudya kukara: tinofanira kudya kuti tirarame; kukara kunozviparadza.
Nekufunga kwake, Marx akaziva kuti hazvaigona kufanoona zvese zvaizounzwa necapitalism, asi mukuongorora "kuparadzaniswa" kwevashandi muna 1844, aitarisira kukosha kwevatengi:
Simba re / remushandi / mari rinodzikira zvakananga nekukura kwehuwandu hwekugadzirwa, kureva, kudiwa kwake kunowedzera nekuwedzera kwesimba remari… Kuwedzeredza uye kusagadzikana kunova /iyo/ yechokwadi mwero…; kuwedzera kwekugadzirwa kwezvinodiwa kunova chinhu cheungwaru uye chinogara chichiverengera kuzviisa pasi pezvishuwo zvisina hunhu, zvakashata, zvisiri zvechisikigo, uye zvekufungidzira. (inokorwa muBottore; kusimbisa kwaMarx.)
Narx akanyora sebhindauko rekutanga remaindasitiri richirira, apo mari yeavhareji yevashandi yaive yakadzikira hupenyu hwavo hwaive hwadzikira kubva kuma1820s. (Hobsbawm) Panguva iyo Veblen paakanyora Theory yake yeU.S. yeLeisure Class (1899), chimurenga chechipiri cheindasitiri chakange chave kuzara. Kugadzirwa nekugadzirwa kwakakwira zvakanyanya zvekuti kune "utano" hwe "utano" hwekushandisa zvisina musoro hwakanga hwava zvese zviri zviviri zvinodiwa uye zvinogoneka. Pakati pekuongorora kwaVeblen zvaive zvinhu zvakazove zvekutengesa: "kutevedzera" uye vana vayo: "kushandiswa kunoonekwa, kuratidza, uye kutambisa."
.
Muna 1899, mufambiro wakadaro wakanga uchibvira panguva iyoyo bedzi nokuda kwe“boka renhandaro.” Kune vamwe vazhinji, tichifunga nezvehupfumi hwezvematongerwo enyika hwepanguva iyoyo, kungoramba uri mupenyu kwakaramba kuri dambudziko guru. Izvo zvakatanga kushanduka muma1920s, kana chete kune cheshanu chevanhu: nechiyero chemazuva ano chehurombo, hafu yevanhu vaive varombo muma1920s. (Miller)
Kuti kusanzwisisa kwevatengi kusvike mazinga anhasi muU.S, (uye, ikozvino, dzimwe nyika dzeindasitiri), budiriro huru yemagariro nehupfumi yaive yakakosha; ivo vakatanga kusvika muno, vachiwedzerwa zvikuru nepesvedzero youpfumi yehondo mbiri dzenyika: Hondo yeNyika I yakadzora kuderera kwoupfumi kunopfuurira; Hondo Yenyika II yakatibudisa mumakore gumi okuora mwoyo kukuru. Asi handizvo zvoga; hondo dzose dziri mbiri dzakatsigira tambo yetekinoroji nyowani uye chaizvo kugadzirwa kwakawanda kwezvinhu zvinogara kwenguva refu zvevatengi; kunyanya motokari uye zvigadzirwa zvemagetsi. Mushure me1945, iyo yakakura kukura kwekugadzirwa kwemaindasitiri - pamwe nemibatanidzwa yakasimba - yaida uye yakapa kusvetuka kwakanaka mu "mabasa akanaka" uye simba rekutenga.
Hondo dzakanga dzauya panguva chaiyo. Kusikwa kwavo kwechigarire chemauto-maindasitiri akaoma uye nevatengi vakavimbisa kuti nehondo kana pasina, pachagara paine nzira yekubuda mune izvo, ne1920s yanga yave chirwere chisingaperi uye chakakomba chebhizinesi: kusakwanisa kwebhizinesi kuita purofiti uchishandisa zvibereko. kugona nemazvo.
Pamwe chete nehondo, mhinduro yakawanikwa mukutengesa uye kushambadzira kwemazuva ano, kune zvese zvigadzirwa zvemumba (kubva kune toasters kusvika kune sipo), ye "fashoni," uye, zvakanyanya mukurumbira, yefodya nemotokari. (Mweya)
Motokari uye zviputi zvakashandisa nzira dzakasiyana uye dzinopindirana; asi zvose zviri zviviri nenzira yokufananidzira uye chaizvoizvo zvakaisa chepfu mumhepo yatinofema. Lucky Strike, ine “Reach for a Lucky pachinzvimbo chetapira,” inoyevedza uye inotekeshera pasirese kuputa fodya, zvisinei kuti munhukadzi, zera, kana mamiriro ehusungwa. Edward Bernays, "nyanzvi" kuseri kwezviziviso zveLucky Strike, "akagadzira" hunyanzvi hwehukama hweveruzhinji muna 1916, paakapihwa basa neMutungamiri Woodrow Wilson - uyo akakwikwidza musarudzo muna 1916 achivimbisa kutiisa muhondo. - kupfavisa veruzhinji nekuda kwekupinda kwedu muna 1917 kuhondo iyoyo. (Tye)
Kana dziri motokari, kutengesa kwavo kwakange kwave kwatove ne 1923. Yaiva mugore iroro kuti GM yakatanga nzira nhatu dzekusimudzira tsvina uye kusanzwisisa: 1) shanduko yegore negore ("yakarongwa kupera"); 2) kushambadzira kukuru, uye 3) "GMAC," "bhangi" rayo kuitira kuti vatengi vakwanise kukwereta.
Consumerism yakava pamwe chete ne-monopoly capitalism - iyo, sezvakataurwa naPaul Baran kare "inotidzidzisa kuda zvatisingade uye kusada zvatinoita." "Kudzidzisa" kunoitwa zvakanyanya neindasitiri yekushambadzira ine hungwaru - ikozvino iri kuwana mari inodarika mabhiriyoni mazana maviri emadhora pagore muU.S.
Kushambadza kunodyisa kusanzwisisa kwedu uye kunopa simba kunyura kwedu muchikwereti: kubva nhasi, chikwereti chemumba (makadhi echikwereti, zvikwereti zvemotokari, uye mbavha) chinodarika madhora matiririyoni gumi, uye mubhadharo wepamwedzi uri pamusoro peavhareji yemari inowanikwa pamwedzi.
Basa rekushambadzira harisi rekupa ruzivo kungofanana nekutengesa kuri kupa kune zvinodiwa nevanhu; kuburikidza nekunyengera nekunyengera, basa rayo kutorwa kwe "moyo nepfungwa." Izvo chaizvo izvo Dr. Capitalism yakaraira.
Izvo zvakashata zvakakwana; zvakatonyanya kuipa ndezviwanikwa zvezvemagariro nezvematongerwo enyika: vagari vemo, vachiwedzera "kuroyiwa, kushungurudzwa, uye kuvhiringika," vari kutsauswa kubva pane zviri kuitwa kwairi ne "vakuru vemasimba."
Mune yake Instinct of Workmanship (1914), Veblen akapokana kuti tine "pfungwa" dzinovaka uye dzinoparadza, asi kuti capitalism inoburitsa - inofanirwa kuburitsa - yakaipisisa matiri. Baran akataura pfungwa imwe chete iyoyo ndokutora zvinodikanwa zvekushambadzira kwemazuva ano muchinyorwa chake "Theses on Advertising" (muThe Longer View):
Zvakakosha kuziva kuti kushambadza uye zvirongwa zvenhepfenyuro zvinotsigirwa nezvazvinonangana nazvo hazviunzi hunhu kana kuburitsa hunhu asi zvinotaridza maitiro aripo uye kushandisa maitiro aripo. Mukuita izvi hapana mubvunzo kuti vanovasimbisa zvakare uye nekuita mukuparadzira kwavo, asi havagone kutorwa semudzi wavo…. Mishandirapamwe yekushambadzira inobudirira kwete kana ichitsvaga kuchinja maitiro evanhu asi kana ikakwanisa kuwana, kuburikidza nekutsvaga kwekukurudzira uye maitiro akafanana, nzira yekubatanidza nekutsvaga kwechimiro-chinzvimbo uye snobbery; rusarura munzanga, dzinza, uye pabonde; kuzvikudza uye kusabatana nevamwe; godo, makaro, hutsinye, uye hutsinye mukukurudzira kuzvifambira mberi - ese aya maitiro haaunzwe nekushambadzira asi anoshandiswa uye anokwezva mune zviri mukati mezvinyorwa zvekushambadzira. (Kusimbisa kwake.)
Saka, tiri pano, vanhu vari kufamba munzira dzinoverengeka dzinosangana dzekuparadza:
1. “Mhuri yenyukireya” inoyemurwa zvikuru yazova nyonganyonga, sezvo zvingangoita zvikamu zviviri muzvitatu zvevakaroorana vose vane vana vachishanda nguva yakazara, nepo vana vavo—vane hanya kana kuti vasina hanya—vachiona TV inozadzwa nezviziviso avhareji yamaawa matanhatu pazuva. .
2. Munyika yezvematongerwo enyika, nguva dzose yakaderera mwero wekirasi-kuziva muU.S. yakatsikirirwa kusvika pakunyangarika kwekutengesa, kuwedzera kune mamwe maitiro anonetesa mibatanidzwa uye kusimbisa iyo yagara ine masimba ese "Fortune 500" uye yakatengwa uye kutengeswa. vezvematongerwo enyika nevezvenhau.
3. Sezvo “kuzvibata” kwedu kwakakurumbira kunowedzera pakukwereta, kutenga, nekuita mari, takabvumira mitemo yedu nguva dzose isina kukwana maererano nedzidzo yedu, utano, pekugara, penjeni, uye zvifambiso zvevoruzhinji kudzikira kana kunyangarika.
4. Pakupedzisira, uye zvine ngozi zvikuru, takatarisa imwe kure sezvo nyika "yedu" iri kutevera hutsinye uye mitemo ine ngozi kune dzimwe nyika uye tinoramba tisina hanya - kana kuipa - maererano nenjodzi dzazvino uye dziri kuuya dzemhoteredzo.
Zvose izvi zvinodzika uye zvinopararira panguva chaiyo apo matambudziko makuru uye maduku emagariro evanhu anoda kunyatsoteerera uye kuenderera mberi nekufunga uye kushanda pamwe chete kana achizogadziriswa zvakanaka uye murugare.
Hatizoendirwi munzira iyoyo inodiwa zvikuru ne“vatungamiriri” vanhasi. Shanduko dzinodiwa hadzimbofa dzakabva kumusoro dzichidzika; anogona uye anofanira kuunzwa kubva pasi zvichikwira. Vashandi vasina masangano vanofanira kuumba kana kupinda mumwe chete; avo vari mumubatanidzwa vanofanira kuda nekugadzira hutungamiri hutsva, uye vanofanira kutsvaga nzira dzekubatana nezviuru zvemapoka ari kushanda pahupamhi hwenyaya dzakakosha dzemagariro.
Zvematongerwo enyika zveUS zvinofanirwa kuve izvo zvinosangana nezvinodiwa zvakakosha uye hunhu hweruzhinji rwevanhu vedu, avo vane hupenyu hwese hwakakuvadzwa kana kuparadzwa nezvino "zvakajairika." Tinofanira kuvaka bato, tichibva kucapitalism, tiwane nzira iyoyo tega; tinofanira kutungamira.
Hatisi kuzove tichitanga kubva, kana kuva toga. Kune zviuru zvemapoka anoshanda nesimba anogona uye anofanirwa kubatana kuitira kuti vaumbe kufamba kukuru nguva dzose. Pane zvatove kubvongodza kwakakosha kuri kuitika; zvose zvinofanira kuva zvinokurudzira.
Kana tisiri isu, ndiani? Kana zvisiri izvozvi, rinhi?
References
Baran, P. Maonero Akareba.
Bottomore, T. Zvinyorwa Zvokutanga.
Hobsbawm, E. Indasitiri uye Empire.
Miller, H. Mupfumi Murume, Murombo
Soule, G. Kubudirira Makumi gumi.
Tye, L. Baba veSpin: Edward Bernays uye Kuberekwa kweHuzhinji Hukama.
ZNetwork inopihwa mari chete kuburikidza nerupo rwevaverengi vayo.
dhoneta