The Problem Of The Fetish

A groundbreaking account of the origins and history of the idea of fetishism. In recent decades, William Pietz’s innovative history of the idea of the fetish has become a cult classic. Gathered here, for the first time, is his complete series of essays on fetishism, supplemented by three texts on Marx, blood sacrifice, and the money value of human life. Tracing the idea of the fetish from its origins in the Portuguese colonization of West Africa to its place in Enlightenment thought and beyond, Pietz reveals the violent emergence of a foundational concept for modern theories of value, belief, desire, and difference. This book cements Pietz’s legacy of engaging questions about material culture, object agency, merchant capitalism, and spiritual power, and introduces a powerful theorist to a new generation of thinkers.

"The Problem of the Fetish gathers William Pietz's innovative writing on the fetish object and the history of the "fetish" as a concept. Engaging extensively with historical documents, Pietz traces the genealogy of fetishism from encounters between European colonizers and African communities in the sixteenth and seventeenth centuries to the emerging social sciences. Discussing the role of fetishism in anthropology, political economy, psychiatry, and law, he analyzes the relationship between the fetish and value, violence, sacrifice, and debt. To accompany Pietz's seven essays, this long-awaited volume includes a foreword by Francesco Pellizzi, editor of RES, the journal in which several of the essays originally appeared, and it also includes an introduction by Stefanos Geroulanos and Ben Kafka, who provide an invaluable guide to Pietz's thought. This book will speak to Pietz's multidisciplinary readership, continuing his legacy of engaging with questions of material culture, object agency, merchant capitalism, and spiritual power, and introducing the work of a powerful theorist to new generations of scholars and thinkers"--

Since the early-modern encounter between African and European merchants on the Guinea Coast, European social critics have invoked African gods as metaphors for misplaced value and agency, using the term “fetishism” chiefly to assert the irrationality of their fellow Europeans. Yet, as J. Lorand Matory demonstrates in The Fetish Revisited, Afro-Atlantic gods have a materially embodied social logic of their own, which is no less rational than the social theories of Marx and Freud. Drawing on thirty-six years of fieldwork in Africa, Europe, and the Americas, Matory casts an Afro-Atlantic eye on European theory to show how Marx’s and Freud’s conceptions of the fetish both illuminate and misrepresent Africa’s human-made gods. Through this analysis, the priests, practices, and spirited things of four major Afro-Atlantic religions simultaneously call attention to the culture-specific, materially conditioned, physically embodied, and indeed fetishistic nature of Marx’s and Freud’s theories themselves. Challenging long-held assumptions about the nature of gods and theories, Matory offers a novel perspective on the social roots of these tandem African and European understandings of collective action, while illuminating the relationship of European social theory to the racism suffered by Africans and assimilated Jews alike.

By delving into the history of the fetish-object among both modern and contemporary commentators, this book highlights the fetish-object’s role as a philosophical and religious concept of the highest significance. Historically, fetishes are implicated in specific struggles for sovereign (political) and/or religious (hierarchical) power, with their interwoven symbols defined as the primary location for transcendence in our world. This book defines the political consequences of fetish-objects within a western cultural, and primarily theological context through a comparative approach of various literatures on fetish-objects—anthropological to the psychological, Marxist to the theological. It reconceives of fetishes as a form of resistance to oppressive structures, something which motivated Christians themselves historically, and shaped our western understanding of the sacraments far more than has been acknowledged. Taking up this conversation likewise holds forth the possibility of reconceptualizing how fetish-objects and sacramental presences both speak profoundly to our late-modern selves.

"In seventeenth-century China, as formerly disparate social spheres grew closer, the theater began to occupy an important ideological niche among traditional cultural elites, and notions of performance and spectatorship came to animate diverse aspects of literati cultural production. In this study of late-imperial Chinese theater, Sophie Volpp offers fresh readings of major texts such as Tang Xianzu’s Peony Pavilion (Mudan ting) and Kong Shangren’s Peach Blossom Fan (Taohua shan), and unveils lesser-known materials such as Wang Jide’s play The Male Queen (Nan wanghou). In doing so, Volpp sheds new light on the capacity of seventeenth-century drama to comment on the cultural politics of the age.Worldly Stage arrives at a conception of theatricality particular to the classical Chinese theater and informed by historical stage practices. The transience of worldly phenomena and the vanity of reputation had long informed the Chinese conception of theatricality. But in the seventeenth century, these notions acquired a new verbalization, as theatrical models of spectatorship were now applied to the contemporary urban social spectacle in which the theater itself was deeply implicated."

Shoes, gloves, umbrellas, cigars that are not just objects—the topic of fetishism seems both bizarre and inevitable. In this venturesome and provocative book, Emily Apter offers a fresh account of the complex relationship between representation and sexual obsession in turn-of-the-century French culture. Analyzing works by authors in the naturalist and realist traditions as well as making use of documents from a contemporary medical archive, she considers fetishism as a cultural artifact and as a subgenre of realist fiction. Apter traces the web of connections among fin-de-siècle representations of perversion, the fiction of pathology, and the literary case history. She explores in particular the theme of "female fetishism" in the context of the feminine culture of mourning, collecting, and dressing.

Democratizing Luxury explores the interplay between advertising and consumption in modern Japan by investigating how Japanese companies at key historical moments assigned value, or "luxury," to mass-produced products as an important business model. Japanese name-brand luxury evolved alongside a consumer society emerging in the late nineteenth century, with iconic companies whose names became associated with quality and style. At the same time, Western ideas of modernity merged with earlier artisanal ideals to create Japanese connotations of luxury for readily accessible products. Businesses manufactured items at all price points to increase consumer attainability, while starkly curtailing production for limited editions to augment desirability. Between the late nineteenth and twenty-first centuries, control over family disposable income transformed Japanese middle-class women into an important market. Growth of purchasing power among women corresponded with Japanese goods diffusing throughout the empire, and globally after the Asia-Pacific war (1931–1945). This book offers case studies that examine affordable luxury consumer items often advertised to women, including drinks, beauty products, fashion, and timepieces. Japanese companies have capitalized on affordable luxury since a flourishing domestic mercantile economy began in the Tokugawa period (1603–1868), showcasing brand-name shops, renowned artisans, and mass-produced woodblock prints by famous artists. In the late nineteenth century, personalized service expanded within department stores like Mitsukoshi, Shiseidō cosmetic counters, and designer boutiques. Shiseidō now globally markets invented traditions of omotenashi, Japanese ”values” of hospitality expressed in purchasing and consuming its products. In postwar times, when a thriving democracy and middle-class were tied to greater disposable income and consumerism, companies rebuilt a growing consumer base among cautious shoppers: democratizing luxury at reasonable prices and maintaining business patterns of accessibility, high quality, and exemplary service. Nationalism amid economic success soon blended with myths of unique Japanese identity in a mass consumer society, suffused by commodity fetishism with widely available brand names. As the first comprehensive history of iconic Japanese name brands and their unique connotations of luxury and accessibility in modern Japan and elsewhere, Democratizing Luxury explores company histories and reveals strategies that lead customers to consume these alluring commodities.

"Fetishism (supposing that it existed)": a preface to the translation of Charles de Brosses's Transgression / Rosalind C. Morris -- Introduction: fetishism, figurism, and myths of enlightenment / Daniel H. Leonard -- A note on the translation / Daniel H. Leonard -- On the worship of fetish gods; or, a parallel of the ancient religion of Egypt with the present religion of Nigritia / Charles de Brosses ; translated by Daniel H. Leonard -- After De Brosses: fetishism, translation, comparativism, critique / Rosalind C. Morris -- A fetiche is a fetiche: no knowledge without difference of the word: rereading De Brosses -- Excursus: recontextualizing De Brosses, with Pietz in and out of Africa -- Re Kant and the good fetishists among us -- Hegel: back to the heart of darkness -- Fetishism against itself; or, Marx's two fetishisms -- The great fetish; or, the fetishism of the one -- Freud and the return to the dark continent: the other fetish -- Conjuncture: Freud and Marx, via Lacan -- Anthropology's fetishism: the custodianship of reality -- Fetishism reanimated: surrealism, ethnography, and the war against decay -- Deconstruction's fetish: undecidable, or the mark of Hegel -- Rehistoricizing generalized fetishism: the era of objects -- Anthropological redux: the reality of fetishism -- The fetish is dead, long live fetishism