His explanation was very elusive. He used the example that people say, “Twenty yards of linen are worth about two pounds.” People say that about everything that has a certain value. This is worth that. This coat, this sweater, this cup of coffee: each thing is worth some quantity of money, or some number of other things - one coat, worth three sweaters, or so much money - as if that coat, suddenly appearing on the earth, contained somewhere inside itself an amount of value, like an inner soul, as if the coat were a fetish, a physical object that contains a living spirit. But what really determines the value of a coat? What is it that determines the price of a coat? The coat’s price comes from its history, the history of all the people who were involved in making it and selling it and all the particular relationships they had. And if we buy the coat, we, too, form relationships with all of those people, and yet we hide those relationships from our own awareness by pretending we live in a world where coats have no history but just fall down from heaven with prices marked inside. “I like this coat,” we say, “It’s not expensive,” as if that were a fact about the coat and not the end of a story about all the people who made it and sold it, “I like the pictures in this magazine.”
A naked woman leans over a fence. A man buys a magazine and stares at her picture. The destinies of these two are linked. The man has paid the woman to take off her clothes, to lean over the fence. The photograph contains its history - the moment the woman unbuttoned her shirt, how she felt, what the photographer said. The price of the magazine is a code that describes the relationships between all those people - the woman, the man, the publisher, the photographer - who commanded, who obeyed. The cup of coffee contains the history of the peasants who picked the beans, how some of them fainted in the heat of the sun, some were beaten, some were kicked.
For two days I could see the fetishism of commodities everywhere around me. It was a strange feeling. The on the third day I lost it, it was gone, I couldn’t see it anymore.