The phenomenon of commodification has transformed every aspect of human life, from politics to religion, from economics to culture, from art to technology. It is a process that takes place when something is converted into an object of trade, which can be bought or sold in a market for profit. In this way, it turns values like equality, freedom, justice, and love into products that are available for purchase, consumption, and enjoyment at will. This essay explores how the commodification of equality transforms liberation into an aestheticized consumer experience, focusing on gender, sex, and sexuality.
One example of how this happens is through the commodification of women's bodies. Women are often portrayed in advertising campaigns as objects of desire, meant to be consumed by men. They become symbols of beauty, power, and success, whose worth lies in their ability to attract male attention. The result is a dehumanization of female sexuality, where women are reduced to objects rather than subjects, and intimacy becomes a transactional exchange between two parties. As such, the liberation of women from oppression is replaced by the exploitation of their bodies, turning them into passive recipients of male gaze and pleasure.
Another example is the commodification of same-sex relationships. By presenting gay couples as desirable and fashionable, companies use them to sell their products without actually supporting their rights or challenging homophobia. Same-sex couples are seen as trendy and exciting but ultimately remain marginalized, facing discrimination and violence despite being used as a marketing tool. Their liberation becomes a form of entertainment, creating a shallow and superficial version of social change that does not address the root causes of inequality.
The commodification of equality can also impact relationships within communities. When solidarity is transformed into a product, it loses its authenticity and meaning. Social movements that fight for justice and liberation may become brands, selling t-shirts and accessories to raise money while failing to address systemic issues of racism, classism, and ableism. Liberation becomes an aesthetic experience, a way to consume goods that claim to support a cause without actually making real changes.
The commodification of equality turns liberation into a superficial and consumerist experience, reducing complex political struggles into marketable commodities. It is a process that perpetuates inequality, objectifies people, and creates a false sense of progress. To truly challenge injustice and promote equality, we must resist the temptation of reducing our values to products and transactions, and work towards genuine social transformation that empowers all individuals.
How does commodification of equality transform liberation into aestheticized consumer experience?
The commodification of equality can have a transformative effect on liberation by creating an atmosphere where freedom is seen as a luxury item that must be purchased through consumption. When this happens, liberation becomes something that can only be experienced through the acquisition of certain goods or services, rather than being a fundamental right for all individuals.