Kimberly H – Commodity Fetishism

Posted: January 19, 2014 in Uncategorized

I came across this video last semester and I thought it would relate to Marx’s “The Fetishism of Commodities” article. One thing that is important to note when watching this video is that Chipotle does not spend much, if at all, any money on TV advertising. They believe in their company growing through word-of-mouth reviews by customers – that way they can use the money towards better resources (local produce and naturally raised meat from family owned farms). After watching the video, Marx’s idea about selected labour sight becomes apparent. He wants us to see the labour in everything, even though individuals are often blind from it or choose to ignore what is going on. In the video it takes the viewer through the journey on how a meal is made (from the farm straight to the delivery in the restaurant). It lets you know how the food gets to your plate when ordering at Chipotle and informs the viewer into what they are actually eating; something this is often overlooked.

The crow in the video becomes a mechanical representation of something else; he becomes an individual in society who is constantly looking. The scarecrow chooses what to see, he sees the way the chickens and the cows are treated and tries to hide them from anyone else looking at them. Then with the turning point through the red pepper, the notion of labour is evident through the scarecrow chopping the vegetables and going through the assembly line. He becomes an object of utility and the idea that its relationship to value and wealth is something that a person has to be willing to participate in and choose to care about or not.

This is a reflection of how people experience the brand for the values it portrays. Chipotle’s “Food with Integrity” is an aspect of the company that many people respect over other larger chain methods. Fresh, organic, and naturally made food is a growing trend in the food industry that consumers are gravitating towards. Overall, the video says a lot about the state of our food industry in society today and the control that monopolies have over people and living animals.


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