I will explain how commodification of desire has transformed intimacy, selfhood, and ethics in neoliberal societies. Commodification is when things that were once free become bought and sold in markets. Desire refers to feelings that motivate people to take action towards obtaining something they want or need. Neoliberalism is an economic system where everything can be bought and sold, including social relations and human emotions.
Commodification transforms intimacy into a transaction between individuals who exchange resources for pleasure. This includes physical touch, affection, trust, respect, and loyalty. People may use money, favors, gifts, or promises to get what they want from others. When one person feels entitled to another's body or attention, it can lead to exploitation and abuse. As more people participate in the marketplace, their relationships become more superficial, impersonal, and transactional.
Selfhood becomes a performance based on brand identity and personal image. People seek status symbols like luxury cars, designer clothes, and expensive vacations. They also try to impress others with their accomplishments, looks, and lifestyle choices. Personal beliefs and values are replaced by consumer preferences and material desires. The ability to pay for services becomes the primary way to demonstrate worth and value.
Ethics are compromised as people prioritize their own interests over others'. In neoliberal societies, there is no shared moral framework beyond profit-seeking and personal gain. People compete against each other in a zero-sum game of winners and losers. The most successful have the power to define what counts as right and wrong behavior. Morality becomes relative and subjective, depending on individual opinions and cultural norms.
Commodification has transformed intimate relationships, selfhood, and ethics in neoliberal societies. It has led to increased inequality, objectification, manipulation, and exploitation. People may feel lonely, isolated, and alienated from each other, despite living in close physical proximity. To address these issues, we must rethink our values and practices, emphasizing collective wellbeing over individual profit-taking. We need to create new social norms that promote empathy, cooperation, and mutual respect.
How does commodification of desire under neoliberalism transform intimacy, selfhood, and ethics?
Commodification of desire under neoliberalism can transform intimacy, selfhood, and ethics in various ways. On one hand, it can create an illusion that everything is available for purchase, leading to unrealistic expectations about relationships and social interactions. This can lead to individuals feeling dissatisfied with their lives and relationships if they cannot achieve these ideals. It can also promote consumerist values, where people see themselves as consumers rather than individuals.