This paper aims to discuss the concept of fetishism as an important but understudied kind of magical relationship to objects. Fetishism in the context of contemporary consumption is conceptualized as a multilayered construct underlining the attribution of an aura and magical power to a product to achieve personal goals.
In total, 15 in-depth interviews were conducted to highlight contextual factors influencing the emergence of fetishism in contemporary consumption, to underline the instrumental and aspirational dimensions of fetishism and to provide a definition of contemporary product fetishism.
The results show that fetishism appears as fragmented and unstable magical beliefs toward products related to a need to cope with uncertain and important aspirational situations.
The paper provides a multidisciplinary approach of fetishism to provide insights regarding this phenomenon and its manifestations in the context of contemporary consumption.
This paper forms part of a special section “Fetishism, commodity fetishism, consumption and desire”, guest edited by Anoop Bhogal-Nair Anoop and Mark Tadajewski.
CitationDownload as .RIS
Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited