Rzecz jako fetysz. O moralności konsumpcji

The concept of fetish has its roots in the theory of primitive religion. The word fetish is derived from the Portuguese feitico. Fetishes were the small material objects (idols, amulets) used in religious worship. In comtemporary philosophy of culture and cultural studies it is very helpful to describe the treatment of things in the system of mass consumption by using the term fetish and the theory of fetishism. Luxury brands make their products powerful and full of heterogenic meanings, so these products become objects of the cult by customers. In this way arises the new religion – religion of products. Among discussed authors are: K. Marx, G. Perec, Ch. Taylor, H. Bohme.