Advertising retrieved hidden experiential value and thereby transformed capitalism itself

Evidence

And yet, contrary to the Borg’s scary greeting – ‘You will be assimilated. Resistance is futile!’ – experiential value’s resistance has not been in vain. Each time the onslaught of exchange value has overcome its defences, experiential value has gone underground into the catacombs of our psyche. It is there that Don Draper – or, more accurately, the men and women Mad Men is based on – discovered it, retrieved it and, yes, commodified it. In the process, capitalism changed radically. — Yanis Varoufakis, Technofeudalism, 125

Categorization

• XREF: connects to: Advertising converted attention into revenue by selling consumers a receding ideal — Tim Wu, The Attention Merchants, 225; Capitalism’s rapacity depends on branding and PR sheathing rather than existing nakedly — Mark Fisher, Capitalist Realism: Is There No…, 96; Perception, not production, is the core generator of value in late capitalism — Mark Fisher, Capitalist Realism: Is There No…, 94 (+4 more)

Broader Connections

• Advertising converted attention into revenue by selling consumers a receding ideal #corroborates (0.82) — Tim Wu, The Attention Merchants, 225
• Under spectacle capitalism, appearing replaced having as the commodity exchanged #expands (0.80) — Aris Komporozos-Athanasiou, Speculative Communities, 304
• Under capitalism consumption targets abstract value rather than bodily need #expands (0.80) — Fredric Jameson, Marxism and Form, 753
• Perception, not production, is the core generator of value in late capitalism #expands (0.78) — Mark Fisher, Capitalist Realism, 94
• Capitalism’s rapacity depends on branding and PR sheathing rather than existing nakedly #complicates (0.75) — Mark Fisher, Capitalist Realism, 96
• Capitalism functions on performed belief rather than sincere conviction #corroborates (0.72) — Mark Fisher (edited by Darren Ambrose), K-Punk, 1661