Reflections on The Ideological Genesis of Needs - Essay Example

Reflections on 'The Ideological Genesis of Needs.' The paper deconstructs the fundamental notions of object, needs, aspiration and consumption further reassembling it with a valid meaning, which according to the author is highly misunderstood as per the present. The author delivers the discourse first explaining the consumption as 'a logic of significance', secondly, 'consumption as a structure of exchange and differentiation' and lastly explains 'the system of needs and of consumption as a system, of productive forces.

' in which he goes down to the roots of needs and explains how it is a vital element for production. The object is a convergence of different types of relation and its manipulations by the underlying logic of the system. Giving examples of the refrigerator, the author deconstructs the various attributes of an object. The object is firstly considered as an object of function, as a machine which is peculiar by its function and irreplaceable with any other machine. Secondly it is considered as an object with an influential brand name in which case the function is forgotten and can be replaced by any other branded object and to be used as a possession of prestige to generate the same feeling status.

The further discussions are on the exchange value, the symbolic and the sign value that are derived out of non-utilitarian objectives and gives a symbolic meaning to the object least taking it for the function it is meant for. The author thus considers the four logics of the object regarding (1) its utility, (2) the market price, (3) the symbolic value as a gift and (4) of a sign value as a status. The 'object of consumption' assumes its position when it disassociates its position as a utilitarian object, a symbol or as a commodity.

Its sign value makes it as the object of consumption. The utilitarian object is irreplaceable barring the objects having the same function. Here the object has a relation with its function. When it assumes a position of status or sign, it is replaceable by any other similar objects of status and in this case the object disassociates itself from the function. Whereas when it assumes of a specific symbol which conveys a specific meaning and nothing else, it becomes irreplaceable (example: A wedding ring which can't be replaced).

The further discusses deal in detail with consumption. The author explains consumption as an exchange. He compares it with language which when spoken by an individual makes no meaning but a meaningful dialogue happens only when there is an exchange of meaningful words. Consumption doesn't arise from the objective needs of the consumer and a final intention of the subject towards the object; rather, there is social production, in a system of exchange, of a material of differences, a code of significations and invidious values.

Needs and consumption work as productive forces towards the working of a system of production which in turn serves the requiremets when created. These needs are primary and secondary where the primary needs comprise of the vital minimum for survival below which one becomes outcast or loses the social status. Need is perceived not only as a consummative force liberated by the society but a productive force needed for the functioning of a system. Needs can be seen as investment by the consumer are just as essential for production as the capital invested by the capitalist entrepreneur and the labor power invested by the wage laborer.

For a system to run healthy, needs in substantial amount is needed, hence there is a compulsion to need and a compulsion to consume. The fundamental concept of this system is not production but productivity and not consumption but consummativity.