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By using our site, you agree to our collection of information through the use of cookies. To learn more, view our Privacy Policy. To browse Academia. Fetishization refers to a process of imbuing an object or idea with power. A fetish object is often associated with sexual gratification, desire, and worship. Fetishization marks a cultural, psychological and social technique of fetishizing things by making them appear larger than life, animate, or sexually desirable.
This process has been argued to profoundly influence contemporary consumer culture. Fetish is a familiar and enigmatic word in our everyday lives. We call any relation with an object or sometimes a person or an act, on an irrational basis of desire, power, affection, attention, attachment, overvaluation as a fetish. And most of the time we are aware of its irrationality that there is no justifiable reason for our excessive commitment and feelings. Fetishism is the psychological tendency to attribute inordinate significance to a target.
The target, also called the fetish, can be an idea, an event, or an object, among other things. Characteristically, the fetish is not only highly valued but also perceived in especially simple and concrete terms. In short, fetishism involves separating a target from its context and injecting it with undue significance, such that the target becomes a focal point of attention and desire. This entry considers research-based insights into the causes and consequences of fetishism in the realm of gender relations.
The idea of the fetish has a particular presence in the writings of both Marx and Freud. It implies for these two theorists of the social, a particular form of relation between human beings and objects. In the work of both the idea of the fetish involves attributing properties to objects that they do not 'really' have and that should correctly be recognised as human.
While Marx's account of fetishism addresses the exchange-value of commodities at the level of the economic relations of production, it fails to deal in any detail with the use-value or consumption of commodities. In contrast Freud's concept of the fetish as a desired substitute for a suitable sex object explores how objects are desired and consumed. Drawing on both Marx and Freud, Baudrillard breaks with their analyses of fetishism as demonstrating a human relation with unreal objects.