"The satisfaction that the commodity in its abundance can no longer supply by virtue of its use value is now sought in an acknowledgment of its value qua commodity. A use of the commodity arises that is sufficient unto itself; what this means for the consumer is an outpouring of religious zeal in honor of the commodity's sovereign freedom. Waves of enthusiasm for particular products, fueled and boosted by the communications media, are propagated with lightning speed. A film sparks a fashion craze, or a magazine launches a chain of clubs that in turn spins off a line of products. The sheer fad item perfectly expresses the fact that, as the mass of commodities becomes more an more absurd, absurdity becomes a commodity in its own right."
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