RETHINKING MARX: DEMYSTIFYING THE NOMOS OF FILIPINO CONSUMERISM AS CONDITIONED BY CAPITALISM

This paper is an attempt to expose the underlying forces which shaped Filipino consumerism at present. It becomes evident that the postmodern world has engendered strong support to the development of the forces of production. It even creates a crucial turning point in the manner the members of society change their priorities of consumption from necessity to luxury. The 21st century has pushed our society towards the creation of the consumerist environment. After the frantic circulation of capital which eventually landed in concentration on the hands of the few Filipino economic elites, our society's drive for consumption was set in motion. In essence, this is a genuine reflection of Marx's belief on the manner the productive forces manipulate the desires and interests of their subjects- the consumers. The ideas of Karl Marx have never been more relevant than they are today. Looking at the present state of Filipino consumerism, it is the exact scenario prophesized by Marx in his writings regarding capitalism and its preservation of the economic order. The plight of consumerism is dictated by the power of the capitalist which in effect, controls different modes of exchange in our society. As such, it is a crisis which creates a thirst for a Marxist theory in our attempt to analyze the problem from its very core. The dominating power of the capitalist becomes more visible in its capacity to manipulate the mentality and desires of the members of the consumerist society. It creates an infatuating technique which engenders “false needs” among consumers. This manipulation torments the very rationality of man. The dangerous spell it creates on the rationality lies in the manner commodity is taken as seemingly possessing a magical power navigating all possible desires created by man in his interest for consumption. In effect, the society enters a mystical state as consumption is controlled by the capitalist system. This mystification of consumerism is subtle yet a potent technique used by the capitalist to exploit the consuming minds of the public. Thus, the real challenge faced by the Filipinos today is to move away from the manipulative power of the ruling economic elites and break the spell by forming a demystified state in one's consciousness.