Relates back to Rehn’s first chapter. Page 42 “… there’s a fine line between personalization and personification.”
Commodification is not inherently evil or oppressive. Easy for me to say that from this side of the capitalist economic rift, but I do believe it. The whole issue of reification or thingification is intriguing. “Marx uses the term “reification” to refer to the way that the market tends to make us reduce people and workers to mere labor-power, while, at the same time, we begin to see human, life-like qualities in manufactured products.” Page 45, but as Schaefer makes clear (Page 50) “The modern world is a reified world and we can imagine no other.”
I will revisit some of the dehumanizing aspects of commodity production at a later time. Not an easy, comfortable point to casually toss around.
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