Capitalism And Desire by David McGowan
The Psychic Structure of Modern Consumer Culture
The author argues that free‑market capitalism reshapes and amplifies human desires, transforming needs into manufactured wants through advertising, workplace structures and cultural norms; this commodification produces psychic costs such as alienation, anxiety and chronic dissatisfaction while eroding social bonds and meaningful purpose. Drawing on psychoanalytic ideas, sociology and political economy, the book traces how market institutions engineer dependence on consumption and proposes cultural and policy changes to reduce commodification and restore individual autonomy and civic life.
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