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Marketing has a big impact on how we think about our needs and wants. The more consumerism and capitalism there is, the more our desires are influenced by advertisements. This book analyzes the effects of capitalism on our psyches and what could be done to fix them. In Capitalism and Desire, French philosopher Jacques Rancière, argues that the forces of production in the capitalist economy should be understood as “desiring machines”. Rancière claims that the “free market”, rather than being a naturally occurring state of affairs, is a political construct. He argues that the market is the result of “the systematic and coordinated deployment of power” in society. It is an attempt to produce a certain type of society.
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