The commodification of desire is one of the most prevalent phenomena under neoliberal politics. It has led to an increasing commercialization of products, services, experiences, and emotions that have turned them into objects for consumption. This process has profound implications for how people understand themselves, relate to others, and form their ethical beliefs about interpersonal interactions. In this article, I will explore how the commodification of desire shapes selfhood, intimacy, and relational ethics through three main themes - the transformation of gender roles and identities, the creation of new social dynamics, and the production of new forms of subjectivity. The discussion will focus on sex, sexuality, eroticism, and intimacy, exploring their connection with contemporary capitalist society and the impact they have on individual and collective life.
The commodification of desire transforms gender roles and identities. Under neoliberalism, traditional ideas about masculinity and femininity are challenged, leading to the emergence of new gender identities that are more fluid and diverse. This shift in gender norms is reflected in consumer culture, where products targeting specific genders are becoming less common. Instead, companies aim at creating universalized goods that appeal to everyone regardless of their gender or age. These products promote a postmodernist view of identity, which considers it as something socially constructed and malleable. This means that individuals can choose their own gender identity based on their preferences rather than being assigned a particular role by society.
This freedom also entails risks since it can lead to the objectification of bodies and desires, turning them into commodities.
Transgender individuals may feel pressure to fit into binary categories of male or female, while non-binary people may be marginalized.
The commodification of desire creates new social dynamics. People interact differently under neoliberalism due to the increasing commercialization of interpersonal relations. Traditional values like fidelity, trust, and loyalty are questioned, giving way to more transactional relationships. In this context, people's emotions and feelings become negotiated through economic exchanges, with money being the primary currency for social interaction. This transformation is evident in online dating apps, where users can select partners based on their financial status, physical appearance, education level, and other superficial factors. The rise of hookup culture is another example of how intimacy has been transformed by capitalism, with casual encounters replacing long-term commitments and monogamy. At the same time, relationships have become more flexible, with polyamory and open marriages gaining popularity.
The commodification of desire produces new forms of subjectivity. Under neoliberal politics, individuals are encouraged to construct themselves according to consumerist principles, emphasizing individual choices and personal tastes over collective belonging. They are also urged to prioritize material possessions and experiences over traditional values such as family, religion, or community. This process leads to a fragmentation of identity, with people becoming less attached to cultural norms and institutions. It also means that they have more power to define themselves independently, but it comes at the cost of sacrificing social bonds and communitarian ideals.
People may reject tradition and conformity to embrace novelty and difference, which challenges established systems of morality and ethics.
The commodification of desire under neoliberal politics has profound implications for selfhood, intimacy, and relational ethics. It transforms gender roles and identities, creating new social dynamics, and producing new forms of subjectivity. These changes challenge traditional notions of masculinity, femininity, fidelity, trust, and loyalty, while promoting individualism, consumption, and choice. While this transformation can be liberating in some ways, it also carries risks like objectification, commodification, and fragmentation. Therefore, it is essential to reflect on how capitalism shapes our lives and how we can resist its harmful effects.
How does the commodification of desire under neoliberal politics reshape selfhood, intimacy, and relational ethics?
The commodification of desire has been transforming how individuals perceive their own selves, relationships with others, and even ethical standards that govern interpersonal interactions within society. This phenomenon occurs when people start viewing themselves as products or commodities whose worth is determined by their ability to fulfill certain needs, rather than appreciating them for who they are.