Commodification of the Spectacle

The process by which attention, visibility, and even identity become packaged, bought, and sold within the economy of the spectacle. Every aspect of life—personal relationships, political beliefs, moments of grief, acts of resistance—can be turned into content, branded, and monetized. Authenticity becomes a commodity: people perform “realness” for followers, and even anti‑capitalist critiques are sold as merchandise. The commodification of the spectacle means that nothing is immune to market logic; every experience is potentially a post, every emotion a thumbnail, every rebellion a lifestyle brand. It creates a world where it is almost impossible to act outside the logic of representation.

Example: “She posted a tearful video about burnout, then linked her therapy app affiliate code. The commodification of the spectacle: even vulnerability is packaged and sold.”

Commodification of the Spectacle by Abzugal Nammugal Enkigal April 20, 2026