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The Consumer and Their Relation to the Commodity According To Marx, De Certeau, Horkheimer and Adorno - Essay Example

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Name: Tutor: Course: Date: The Consumer and their Relation to the Commodity According To Marx, De Certeau; and Horkheimer and Adorno Introduction A consumer is an individual who purchases a commodity or services for own use, and not the purposes of resale or further manufacture…
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The Consumer and Their Relation to the Commodity According To Marx, De Certeau, Horkheimer and Adorno

Download file to see previous pages... Also, in the cases when an individual goes to a store and purchases a shirt, toy, a beverage or any other purchased commodity, they are arriving at the decision to do so as a consumer. On the other hand, a commodity is any physical substance, these including metals, foods, and grains – which is exchangeable with another commodity of the same kind, which traders buy or sell, typically though futures agreements Another characteristic of any commodity is that the price of the given product at any given time is subject to the law of supply and demand. Notably, risk is actually the fundamental reason on the basis of which – the barter trading of the basic farming commodities began (Ozanne & Jeff 129-144). According to the review of De Certeau’s publication: the practice of everyday life: walking in the city, the tactics and the strategies discussed are in operation during the process of making product choices among customers. These choices are, however, based on the consumers’ relationship to the different commodities that consumers encounter on a daily basis. The expressed viewpoint is drawn from the experiences of every person within the community. The argument is deliberately presented in a poetic manner. The book centers upon the uses that the consumers make of, from the things that they purchase, or that which they decide to buy. The book also talks of the different networks that are operating within the society, which play the role of helping people oppose and avoid the order presented by institutions. De Certeau goes further to argue that the disciplinary constructions contained by the institutions within the society are deflected by developed tactics: the participants within the society in question offer an anti-discipline. Further, the consumers within the society, through the same tactical development, make their own tactically developed paths, which are somewhat unpredictable. These paths that are formulated by the consumers cannot be described fully, from a formal, official or a statistical point of view (Certeau 76). These strategies, according to De Certeau, are predictive of the following: the Strategies themselves – require that the city or the subjects act as alienated from an environment, in that they have an appropriate place, an officially recognized place, which is seen externally. The tactics, on the other hand, have no properly established localization, and not necessarily alienated from each other, which means that they often mingle and interrelate with each other. Further, the tactics take place within the territory of the strategies. These tactics, also, tend to be opportunistic, in that they combine a diverse range of elements towards gaining momentary advantage. Everyday practices, are most times some of these tactics – which include the small maneuvers that allow for the realization of a momentary victory over the obstacle facing the subject at the time of need (Ozanne & Jeff 129-144). According to the account of Marx, in the account, ‘idealism and materialism,’ the account holds that, humans are made to exist in physical organizations – where these organizations are helpful to the man, as they help him create their own means of subsistence. However, the subsistence models depend upon the available means – which they find existent as well as tat which they have do develop. Further, the productive efforts of these individuals are reflective of their life, expressing themselves – ...Download file to see next pagesRead More
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