The process of turning freedom and equal rights into objects for sale is known as commodification. It has become an increasingly prevalent trend in today's society. The idea behind commodification is that people can own certain freedoms, such as gender roles, race, and sexual orientation, just like they can own physical objects. This means that these things can be bought and sold, and they are no longer seen as intrinsic parts of a person's identity but rather as products to consume.
This shift has had a significant impact on how equality is viewed and experienced. In this essay, I will discuss how commodifying equality transforms liberation into aestheticized consumption.
Commodification of equality refers to the practice of turning equality into something that can be purchased and sold.
Companies have started selling products that claim to promote equality, such as T-shirts with slogans about feminism or LGBTQ+ pride. These items appeal to consumers who want to show their support for these causes without having to actually engage in activism or advocacy. By purchasing these items, consumers feel like they are supporting equality while still maintaining their consumerist lifestyle. This type of consumption promotes a false sense of progressivism because it does not require any real action or change in behavior. Instead, it allows individuals to buy their way out of social responsibility and pretend that they care about important issues.
Another way commodification of equality affects liberation is through the marketing of intimate relationships. Companies have begun targeting millennials with advertisements promoting hookup culture and casual sex. While these messages may seem empowering at first glance, they perpetuate harmful ideas about gender roles and power dynamics. They suggest that men should always initiate sexual encounters and women should be available whenever desired, which reinforces the idea that men are entitled to women's bodies and that women exist solely for male pleasure.
These ads often objectify women by reducing them to their physical appearance and downplay the importance of emotional connection or commitment.
The aesthetics of commodified equality also create a sense of sameness among consumers. When people purchase items associated with certain identities or causes, they become part of a larger group or community.
This can lead to a homogenization of experiences and perspectives. It makes it difficult for individuals to have unique thoughts or opinions on complex topics such as identity politics or privilege.
It creates an illusion that all members of a particular group think alike and have similar beliefs, which is rarely the case. As a result, commodifying equality can limit individual growth and self-discovery.
Commodification of equality transforms liberation into aestheticized consumption because it turns freedoms into products to buy and sell. It allows consumers to feel like they are supporting important social causes without taking real action, encourages objectification in romantic relationships, and promotes a false sense of unity within communities. By understanding how this process works, we can work towards creating a more equitable society where everyone has equal rights regardless of their background or identity.
How does commodification of equality transform liberation into aestheticized consumption?
To some extent, commodification of equality has transformed liberation into aestheticized consumption because it is now seen as an object that can be bought and sold in the marketplace rather than as a social right that should be granted equally to all individuals regardless of their backgrounds. This viewpoint often leads people to prioritize their own interests over those of others, which can result in inequalities based on race, gender, age, class, ability, and other factors.