Equality is an abstract concept that has been debated for centuries. It refers to the state of being equal, especially when it comes to social status and opportunity. In recent times, equality has become a commodified item sold to consumers through advertising campaigns and marketing strategies. This commodification has transformed the idea of equality from a reality to a mere product available for purchase. Equality is no longer something that can be achieved but rather something that must be purchased.
The commodification of equality means that it is now a symbolic good that is bought and sold like any other consumer product. Companies sell products and services that claim to promote equality, while at the same time profiting from the very inequality they claim to fight against.
Companies may market themselves as promoting gender equality while paying their female employees less than male employees. They may also offer products designed to appeal to different genders without addressing the underlying issues of inequality. The result is that equality becomes an aestheticized consumption item that is used to create moral posturing and virtue signaling. Consumers feel morally superior when they buy these goods, even though they are doing little to actually combat inequality.
Commodifying equality has also led to the creation of symbolic morality. Symbolic morality is the act of appearing to do or believe in something, without actually engaging with its substance. In this case, people appear to support equality by buying goods that claim to promote it, without actually challenging the systemic causes of inequality. By focusing on the surface-level aspects of equality, such as buying certain products or wearing specific clothing, people ignore the structural inequalities that exist within society. As a result, true liberation is never achieved because only the appearance of equality is promoted, not actual equality.
The commodification of equality has transformed liberation into aestheticized consumption and symbolic morality. Equality is no longer something that can be achieved through action but rather purchased through marketing campaigns. This creates a situation where inequality remains unchallenged and the idea of equality is reduced to a symbolic good. True liberation requires more than just buying products; it requires challenging the systemic inequalities that perpetuate oppression.
How does commodification of equality transform liberation into aestheticized consumption and symbolic morality?
Commodification of equality has transformed liberation into aestheticized consumption and symbolic morality by rendering it accessible and palatable for mass consumption, thus losing its revolutionary essence and becoming an object of consumerist desire. It is no longer seen as a collective struggle but rather an individual pursuit that can be achieved through material possessions such as clothing, accessories, and symbols.