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Published 5 years ago with 2 Comments

Slavoj Žižek explains Starbucks - "the Ultimate Form of our Capitalism"

Watch Zizek explain why Starbucks is the high point of our consumerism.

  • Slavoj Žižek on Starbucks - the Ultimate Form of our Capitalism

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  • drunkenninja

    He does have a point, starbucks is masterful with their image management. I do have to add that this isn't the sole reason why people buy coffee there, and why its such a popular franchise.

    They tell us we can achieve personal redemption not through hard work and amassing savings, but by consuming the right products. When you buy eco-friendly products, fair trade goods, or products that yield some kind of charitable dividend, you don’t have to think twice about the cost of your consumerism. Not when you’ve done some good and earned yourself some good capitalist karma.

    Hard to argue with that point though, this is good old market hacking at work.

    • dubsideofmoon

      Yes, he makes a good point, but I agree with you that it's too general, because a) Starbucks is popular for reasons beyond its ability to make you feel good (and it's not even the best coffee company at doing so, especially when one considers that many independent coffeeshops at better at it and can make the argument in a more compelling way, and b) Starbucks did not invent this approach, and is really not the only company to do it. Other good examples are American Apparel, TOMS, and really anything organic or local. The idea that spending extra money makes it a better, more compassionate purchase.

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