Making Magic: Fetishes in Contemporary Consumption
Fetishes—magical objects of extraordinary empowerment and influence—are often sought by consumers for their value as usable objects. Our interpretive research extends the current static perspective of fetishes by proposing a dynamic cyclical model of fetishization appropriate to an age of mass production. Consumers use contagious and imitative magic to imbue replica instruments with power. Semiotically signified magical thinking causes replicas to radiate aura and thus transforms them into fetishes. We suggest that although all replicas with aura become fetishes, the cyclical fetishization process is only perpetuated when empowerment is public, sustained, and authentic.
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:doi:10.1086/659079. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)
If references are entirely missing, you can add them using this form.