Karl Marx calls commodity fetish in his main work Capital the quasi-religious material relationship to products that people produce for each other in division of labour or social work. The term fetish is used to describe the attribution of qualities or powers to things that they do not possess by nature. Already in Marx' time the term fetish was used primarily in connection with animistic religions. The people in the video Fragmants worship their consumer goods like religious cult objects. The religion venerated here is that of capitalism, which reveals itself to be superficial and meaningless. The believers of this religion are only uprooted fragments of themselves.
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