"A commodity appears, at first sight, a very trivial thing, and easily understood. Its analysis shows that it is, in reality, a very queer thing, abounding in metaphysical subtleties and theological niceties."
Marx, 1867
Marx, 1867
This mural/statement thing pissed me off months ago and I finally got a picture of it this weekend. It can be found at Main and 10th in Vancouver BC. Perhaps its a comment on the "true" spirit of Main street in light of the rapid rates of gentrification of the area: condo/loft developments, chains popping up everywhere, as well as "trendy" restaurants (with their ubiquitous damn exposed brick and hidden gardens). I would argue though that the "artsy/boho image" encapsulated by the words (or goods) on this wall and often associated with the Main street area is as tied to consumerism as the run of the mill douchebag driving around in an SUV and eating at Milestones. Whether this artsy/boho/hipster image is the one repackaged by marketing executives trying to sell "SOMA" (or "South Main"--what is with Vancouver developers constantly having to rip off other cities), or whether it is a more "authentic"expression of a particular lifestyle (and authenticity is such a problematic notion!) through "art" (and not advertising?), it is troubling to consider the extent to which nobody can really escape the spirit of commodity fetishism: be it obvious (Tim Hortons), subtle (wearing unmarked 300 dollar raw denim jeans as a countercultural jest) or somewhere creatively in between on this continuum of conspicuous consumption. Nearly everything we do is tied to image and mediated by expenditure. Yes, spirit is lifestyle. And thats pretty fucking bleak. Except for the graffiti add in I suppose...
