respecting other’s diversity hmm

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

Thus, the need to restore the autonomous and legitimate diversity of “other narratives” often functions in subtle ideological terms, namely as a kind of “fantasy screen”, an unquestioned fascination with the other qua fetish-object which allows the gaze of the critic-observer to preserve the unproblematic identity of his or her own subject position. 148

… our point of view is never ideologically neutral, but instead always constituted through the foreclosure of its excessive “internally external” cause … surplus-jouissance. And it goes without saying that this historically specific surplus, today, is co-extensive with capital.

… realty emerges as an object of cognition only on condition that the material surplus of thought is disavowed and transposed into the sublime object of desire “out there”.

I can think something (for instance, a politics of emancipation) only if the constitutive non-coincidence of my thought with itself is externalized as objet a, the elusive X which sets my desire to know (my thought) in motion.

… only by yielding unreservedly to the object (objet a) can the subject find itself; only by going through to its epistemological limit, can thought realize itself.  …

the actualization of any political theory that aims at subverting the status quo depends on an unexpected event which ruptures the seemingly unbreakable continuum of history (or an act which opens up the possibility of radical subjective change) and is perceived as materializing not so much the theory behind it but the very deadlock of (that) theory. From this angle, the task of political thought would seem to be not just to propose a consistent project, but especially to intervene in the symptomal point of our socio-symbolic order in the attempt to seize the Benjaminian “revolutionary chance” coincidental with history’s sudden openness.

What follows logically is that theory can only connect with praxis at the level of the Real, and not at the level of conscious rational signification.

More extensively: precisely because the only point of contact between theory and praxis is in the Real, signification needs to be at least minimally distorted and betrayed if it is to successfully actualize itself.  148

knowledge jouissance

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

the task of theory …to construct a project whose transformative potential depends on its capacity to reflect upon its blind spot — on its conviction that to be socially and politically productive it has to include its own foundations in jouissance.  … Is not the whole point of Lacan’s teaching that knowledge is rooted in jouissance, and that the moment we cut the umbilical cord between the two — or in Sohn-Rethel’s terms, between intellectual and manual labour — we are done for, condemned to be ruled by an invisible master and to perambulate in a paranoid universe?  As with Lacan, Žižek’s epistemology hinges on the connection between thought and the “material weight” of the historical Real.

– this Real is not external to thought but its innermost symptom

– it is only insofar as it “enjoys the symptom” … that thought can lead to praxis — not the other way around (that is, not by keeping the symptom at a distance).

– The only way to understand the unity of theory and practice, … this generative force connecting theory and praxis can only be conceptualized in relation to the ability to disturb a symptom by definition in excess of a given theory and therefore rooted in the Real of jouissance. (146)

je sais bien mais quand même

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

Žižek, like Lacan, is not a moralist — he refuses to connect revolution to a moral urge.

By contrast, it is a matterof being unwittingly caught in the strange, distressing awareness that in our fixation on the task in hand we go “beyond/against ourselves” — that at the crucial moment of our full commitment we have no control over our actions, since we are driven by some unconscious libidinal attachment to an object-cause which, strictly speaking, has no name or form.

For this reason the revolutionary intervention per se inevitably retains a psychotic dimension, one where despair mobilizes utopian energies in responding to what is perceived as an apocalyptic historical scenario.  The urge of drive is therefore amoral, for it is “in us more than ourselves”, beyond our conscious decision to be “in overdrive”.  … [for Žižek] moral knowledge is not a sufficient condition to enact change, let alone to act.

Octave Mannoni’s fortunate formula Je sais bien, mais quand même … effectively rules our lives: we are fetishists in practice, regularly displacing belief onto our concrete, material practices, for the simple reason that we do not know what we truly believe in, since we are interpellated at the level of unconscious enjoyment.  Our true beliefs are unconscious, and as such they tend to materialize in the proverbial fetish. 140-141

… is it not the case that the parallax concerns not only the minimally psychotic form of the revolutionary act or the unpredictable outburst of the event, but also

the vertiginous dimension of thought itself, exemplified by the massive task of thinking a new strategic link between the socio-symbolic order and the Real which might challenge and eventually install itself as an effective alternative to the capitalist valorization of jouissance? 142

What nevertheless cannot be emphasized enough is the overlapping of his formalistic definition of the act qua confrontation with the Real and the creation of a new political vision capable of recalibrating our existence through jouissance.  … to find a new formula seeking to supplement signification with enjoyment (142).

democracy drive

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

… what prevents the radical questioning of capitalism itself is precisely belief in the democratic form of the struggle against capitalism.  … This is the hard kernel of today’s global capitalist universe, its true Master-Signifier: democracy  (Žižek in Parallax View 320, quoted in Vighi Žižek’s Dialectics 114)

If we agree with this understanding of freedom as overidentification with the causal chain inclusive of its un-actualized causes, perhaps the key political questions, simple as they may sound, can be put along these lines:

what is it that brings about the dimension of drive?  How can drive be connected to a specific political project that actualizes our lost causes? (109)

Intervention in the Real

Drive: the intrusion of traumatic negativity opening up the potential for change — can take place as the (unexpected, excessive, pervasively unconscious) result of our concrete political engagement with a lost cause, no matter how such engagement is pre-empted by its ideological context.

What I am suggesting here is that the disruptive dimension of the act be conceived not only as the explosion of unstoppable revolutionary urge at the level of ontic reality, but also as the vital component of that surplus of thought which typifies the psychoanalytic approach. 110

Ultimately, the strategic conscious moment of the struggle for hegemony, insofar as it constitutes itself as a form of class struggle, is by definitiion an attempt to disturb the “unknown knowledge” ensconced in the unconscious.  111

interpellation subjective destitution

2010 – Vighi – On Zizek’s Dialectics DOWNLOAD HERE

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

Žižek’s “subject” re-appropriates the utopian urge inherent in what Lacan called ‘subjective destitution‘: the traumatic “fall of knowledge”, the assumption of the non-existence of the big Other and consequent evacuation of all subject ideals references and points of identification.  101

note 3 page 174: Apropos Lacan’s subjective desitution, Žižek claims that ‘at the end of the psychoanalytic cure, the analysand has to suspend the urge to symbolize/internalize, to interpret, to search for a “deeper meaning”; he has to accept that the traumatic encounters which traced out the itinerary of his life were utterly contingent and indifferent, that they bear no “deeper message”‘

note 4: … the subject qua site of antagonistic substance is the opposite of the subject of interpellation: ‘far from emerging as the outcome of interpellation, the subject emerges only when and in so far as interpellation liminally fails.  Not only does the subjectg never fully recognize itself int eh interpellative call: its resistance to interpellation (to the symbolic identity provided by interpellation) is the subject’ (Žižek in CHU 2000, 115).

Žižek in the Kasama project.

On Khrushchev’s speech in 1956 denouncing Stalin’s crimes:

The speech so undermined the dogma of infallible leadership that the entire nomenklatura sank into temporary paralysis. A dozen or so delegates collapsed during the speech, and had to be carried out and given medical help; one of them, Boleslaw Bierut, the hardline general secretary of the Polish Communist Party, died of a heart attack. The model Stalinist writer Alexander Fadeyev actually shot himself a few days later. The point is not that they were ‘honest Communists’: most of them were brutal manipulators without any illusions about the Soviet regime.

What broke down was their ‘objective’ illusion, the figure of the ‘big Other’ as a background against which they could exert their ruthlessness and drive for power. They had displaced their belief onto this Other, which, as it were, believed on their behalf. Now their proxy had disintegrated.

The Chinese learned the lesson of Gorbachev’s failure: full recognition of the ‘founding crimes’ brings the entire system down: they must be disavowed. True, some Maoist ‘excesses’ and ‘errors’ were denounced (the Great Leap Forward and the widespread famine that followed it; the Cultural Revolution), and Deng’s assessment of Mao’s role (70 per cent positive and 30 per cent negative) is enshrined in official discourse. But Deng’s assessment functions as a formal conclusion that makes any further discussion or elaboration superfluous. Mao may be 30 per cent bad, but he continues to be celebrated as the founding father of the nation, his body in a mausoleum and his image on every banknote. In a clear case of fetishistic disavowal, everyone knows that Mao made errors and caused immense suffering, yet his image remains magically untainted. This way, the Chinese Communists can have their cake and eat it: economic liberalisation is combined with the continuation of Party rule.

libidinal surplus and signifier

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

consubstantial: Of the same substance, nature, or essence … Christian theol  (esp of the three persons of the Trinity) regarded as identical in substance or essence

Entropy:  a measure of the unavailable energy in a closed system

It is Lacan’s notion of the signifier that discloses the intrinsic limitation of Marx’s discovery:

the unpaid labour-power responsible for the creation of surplus-value is ultimately nothing but the constitutive, non-symbolizable libidinal surplus that accompanies any intervention of the signifier, that is to say of any knowledge.

Why? Because knowledge by definition strikes on the wall of its lack (of knowledge), its limit, thereby secreting an entropic addendum, i.e. a measure of libidinal energy which is not available to perform work. This is surplus-jouissance, whose presence proves that an unconscious knowledge is, literally, at work.

Everything hinges on the dialectic of knowledge and jouissance, for the surplus of jouissance (qua lack) is correlated to the arrival on the scene of the signifier.  Language therefore ‘institutes the order of discourse’ but simultaneously ‘it does bring us something extra’.  When Lacan claims that knowledge is a means of jouissance he explains that when at work, knowledge produces entropy, a point of loss, which is the ‘the sole regular point at which we have access to the nature of jouissance.   (44).

Insofar as it overlaps with entropy, surplus-jouissance has no use-value: it is waste, a quantity of libido that is both produced by and lost to any working activity, for we cannot gain control over it — it remains other. (45)

We must clarify that, strictly speaking, we do not have jouissance in addition to the signifier, but as the very impasse consubstantial with the signifier: ‘Anything that is language only obtains jouissance by insisting to the point of producing the loss whereby surplus jouissance takes body’.  Jouissance per se is a mythical entity, while surplus-jouissance is the libido materializing the loss that emerges from this myth — which means that whenever we speak of jouissance we refer to a surplus that can only be given as entropy, a plus that, as it were, coincides with a minus; and that for this reason it cannot perform any work.

kojin karatani

This is Kojin Karatani. He wrote an important book on Kant and Marx called Transcritique.  I have included parts of an essay by Žižek below on this book.  I’ve also taken some of Žižek’s terms and used them above.

picture of Kojin Karatani

Economy and politics
Is, however, the ultimate Marxian parallax not that between economy and politics—between the ‘critique of political economy’ with its logic of commodities, and the political struggle with its logic of class antagonisms? Both logics are ‘transcendental’, not merely ontico-empirical; and each is irreducible to the other. Of course they point towards each other — class struggle is inscribed into the very heart of economy, yet it has to remain absent, non-thematized (recall how the manuscript of Capital iii abruptly breaks off with classes). But this very mutual implication is twisted so that it prevents any direct contact between them.

Any direct translation of political struggle into a mere mirroring of economic ‘interests’ is doomed to fail, just as is any reduction of the economic sphere into a secondary ‘reified’ sedimentation of an underlying founding political process.

In this sense, the ‘pure politics’ of Badiou, Rancière or Balibar, more Jacobin than Marxist, shares with its great opponent, Anglo-Saxon Cultural Studies, a degradation of the sphere of economy. That is to say, what all the new French (or French-oriented) theories of the Political, from Balibar through Rancière and Badiou to Laclau and Mouffe, aim at is—to put it in the traditional philosophical terms— the reduction of the sphere of economy (of material production) to an ‘ontic’ sphere deprived of ‘ontological’ dignity. Within this horizon, there is simply no place for the Marxian ‘critique of political economy’: the structure of the universe of commodities and capital in Marx’s Capital is not just that of a limited empirical sphere, but a kind of socio-transcendental a priori, the matrix which generates the totality of social and political relations.

The relationship between economy and politics is ultimately that of the well-known visual paradox of the ‘two faces or a vase’: one either sees the two faces or a vase, never both of them—one has to make a choice. In the same way, we can either focus on the political, reducing the domain of the economy to the empirical ‘servicing of goods’, or on the economic, reducing politics to a theatre of appearances, a passing phenomenon that will vanish with the arrival of a developed communist (or technocratic) society, in which, as Saint-Simon and Engels put it, the ‘administration of people’ gives way to the ‘administration of things’.

The ‘political’ critique of Marxism—the claim that, when one reduces politics to a ‘formal’ expression of some underlying ‘objective’ socio-economic process, one loses the openness and contingency constitutive of the political field proper—should thus be supplemented by its obverse: the field of economy is in its very form irreducible to politics. It is this reality, of the economic as the determining form of the social, that French ‘political post-Marxists’ miss when they reduce the economy to one of the positive social spheres.

The basic idea of the parallax view is thus that bracketing itself produces its object. ‘Democracy’ as a form emerges only when one brackets the texture of economic relations as well as the inherent logic of the political state apparatus—both have to be abstracted, for people who are effectively embedded in economic processes and subjected to state apparatuses to be reduced to individual electoral agents. The same goes also for the ‘logic of domination’, of the way people are controlled or manipulated by the apparatuses of subjection: in order to discern these mechanisms of power, one has to abstract not only from the democratic imaginary (as Foucault does in his analyses of the micro-physics of power, and Lacan in his analysis of power in ‘Seminar xviii’), but also from the process of economic (re)production. Finally, the sphere of economic (re)production, too, only emerges if one methodologically brackets the concrete existence of state and political ideology; it is no surprise that so many critics of Marx have complained that his ‘critique of political economy’ lacks a theory of power and the state. The trap to be avoided here, of course, is the naïve idea that one should keep in view the social totality, of which democratic ideology, the exercise of power and the process of economic (re)production are merely parts. If one tries to keep all these in view simultaneously, one ends up seeing nothing—their contours disappear. This bracketing is not a mere epistemological procedure, it answers to what Marx called ‘real abstraction’—an abstraction from power and economic relations that is inscribed into the very actuality of the democratic process, and so on.

The cogito is not a substantial entity, but a pure structural function, an empty place (Lacan: $)—which as such can only emerge in the interstices of substantial communal systems. There is thus an intrinsic link between the emergence of the cogito and the disintegration and loss of substantive communal identities, which holds even more for Spinoza than for Descartes. Although Spinoza criticized the Cartesian cogito as a positive ontological entity, he implicitly endorsed it as the ‘position of the enunciated’, of a radical self-doubt, since even more than Descartes, Spinoza spoke from an interstitial social space, as neither a Jew nor a Christian.

It would be easy to reply that this Cartesian multiculturalist opening and relativizing of one’s own position is just a first step, the abandoning of inherited opinions, on the road to arrival at absolutely certain philosophic knowledge—the abandoning of the false shaky home in order to reach our true home. Did not Hegel himself compare Descartes’s discovery of the cogito to a sailor who, after long drifting on the sea, finally catches sight of firm ground? Is Cartesian homelessness thus not just a deceptive tactical move—a precursive ‘negation of negation’, the Aufhebung of the false traditional home in the finally discovered conceptual true home? Was in this sense Heidegger not justified in his approving quotation of Novalis’s definition of philosophy as a longing for the true lost home? We may be allowed to doubt it. After all, Kant himself stands as contrary witness: in his transcendental philosophy, homelessness remains irreducible—we remain forever split, condemned to a fragile position between the two dimensions and to a ‘leap of faith’ without any guarantee. Even with Hegel, are matters really so clear? Is it not that, for Hegel, this new ‘home’ is in a way homelessness itself, the very open movement of negativity?

Along these lines of the constitutive ‘homelessness’ of philosophy, Karatani asserts—against Hegel—Kant’s idea of a cosmopolitan ‘world-civil-society’ [Weltburgergesellschaft], which would not be a simple expansion of citizenship within a nation-state to citizenship of a global transnational state.

For Karatani it involves a shift from identification with one’s ‘organic’ ethnic substance, actualized in a particular cultural tradition, to a radically different principle of identification—he refers to Deleuze’s notion of a ‘universal singularity’ as opposed to the triad of individuality–particularity–generality.

This opposition is the contrast between Kant and Hegel. For Hegel, ‘world-civil-society’ is an abstract notion without substantial content, lacking the mediation of the particular and thus the force of full actuality. For the only way an individual can participate effectively in universal humanity is via full identification with a particular nation-state—I am ‘human’ only as a German, an Englishman, a Frenchman, and so on.

For Kant, on the contrary, ‘world-civil-society’ designates the paradox of a universal singularity—that is, of a singular subject who, in a kind of short-circuit, bypasses the mediation of the particular to participate directly in the universal. This identification with the universal is not an identification with an encompassing global substance (‘humanity’), but with a universal ethico-political principle — a universal religious collective, a scientific collective, a global revolutionary organization, all of which are in principle accessible to everyone. Just this, as Karatani points out, is what Kant meant, in a famous passage of ‘What is Enlightenment?’, by ‘public’ as opposed to ‘private’. For him what was ‘private’ was not the individual as opposed to the community, but the very communal–institutional order of one’s particular identification, while what was ‘public’ was the transnational universality of the exercise of one’s reason.

The paradox is thus that one participates in the universal dimension of the ‘public’ sphere precisely as a singular individual, extracted from or even opposed to one’s substantive communal identification—one is truly universal only as radically singular, in the interstices of communal identities.

commodify surplus jouissance

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

… since the dawn of capitalism the worker’s knowledge has been progressively deprived of the surplus that originally qualified it. In the process it has become structurally identical to the knowledge of the master-capitalist inasmuch as it now perceives jouissance as incarnated in the enjoyment of the commodity (59).

A worker is not suddenly any freer (even potentially) from capitalist ideology, and therefore from the mire of value, simply because his contribution to capitalist production has become either immaterial or affective. Rather, his immersion in capitalism is aggravated by the fact that capital has managed to appropriate and commodify his surplus-jouissance, the excess consubstantial with labour itself.

… the intrinsic limit of all theories on the revolutionary/subversive role of the working-class,whether of the Fordistor post-Fordist period, has been their short-sightedness with regard to the psychoanalytic conception of surplus. (70)

In other words, the workers who can make a substantial difference are those belonging to the increasing numbers of “living dead”, whose labour-power has not yet entered the cycle of capitalist valorization. (76)

What matters here is to stress that the commodity bought back by the workers is not “all there is”, i.e. it cannot be regarded as the final outcome of capitalist dynamics. Rather, instead of stopping at circulation these dynamics are not without their own unaccounted for and unaccountable residue, their own external surplus, which is fully detached and meaningless from the perspective of capital itself.  This residue is what Lacan identified, recurring to Marx and Engels’ term, as lumpenproletariat, in spite of the fact that neither Marx nor Engels accorded it any positive political potential.  If we agree that the key step to undermine the capitalist order is to link back consumption to production with the aim of politicizing the original parallax taking place within the latter, this step should be complemented by the politicization of the external remainder of capitalist dynamics.

… More precisely, what we need to politicize is the connection between surplus qua knowledge-at-work and the lumpenproletariat as the human surplus of the profiteering logic of capital.  Ultimately we are dealing with the same surplus observed in different contexts: the knowledge extracted from the worker, i.e. the foundational surplus of any signifying operation whatsoever, returns at the end of the cycle as the structural, indigestible surplus of capitalist dynamics.  77

My central contention is therefore that the only way to bring back the focus on work and exploitation is to theorize a new link between production and the human surplus engendered by the mad escalation of capitalist dynamics.  … Rather than just politicizing production within capitalist dynamics, however, we should dare to intervene creatively by linking the political question concerning the “production parallax” to the other political question concerning the excluded masses in urgent need of organization.  Capitalism produces surplus-value by concealing the real surplus, but it simultaneously reproduces this real surplus in the form of “human waste”.  Today, the fate of millions of slumdwellers, as well as our own, depends on an intervention in the production process which rethinks the strategic role fo tis constitutive surplus, thus simultaneously preparing the ground for an alternative mode of exchange and consumption. (78)

Surplus-value is grounded in surplus-jouissance.

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

The psychoanalytic contribution to revolutionary politics can be gauged in the claim that radical change becomes possible only at that epistemological conjuncture where the symbolic knowledge supporting the subject fails. (54)

As surplus-jouissance is converted into surplus-value, the object-cause of desire (objet a), by definition unnameable, sheds its disturbing weight and is demoted to the level of commodity. Paradoxically, then, what was hidden in the master’s discourse is now further repressed as it undergoes a radical transformation affecting its substance.  The constant reintegraton and valorization of excess (knowledge) produces more valorized excess (knowledge), in a seemingly endless spiral. From this we infer that the libidinal aim of consumer society is to prevent anxiety by, as it were, dressing up jouissance in sexy garments and making it available everywhere, to the extent, however, that its endogenous reproduction generates nothing but more anxiety.  In today’s consumer society, enjoyment and anxiety coincide.  Although we know full well that commodities only bring ephemeral and angst-ridden pleasures, our answer to this predicament is to consume more, if only to avoid falling behind in the treadmill contest with our fellow consumers (55).

Surplus-value is grounded in surplus-jouissance: the elimination of surplus-value effectively determines the disappearance of the productive drive itself.Žižek mentions the gap between Madeleine (object of desire) and her curl of blonde hair (objet a, the cause of desire) to argue that Marx’s object of desire (unconstrained productivity) also depends on the presence of surplus-value.

Just as, for Scottie, Judy would not “become” Madeleine without her blond curl, so there is no production without the “inherent obstacle” named surplus-value. Why? Because — and this is the key point — surplus-value like the blond curl, stands for, or overlaps with, the foundational surplus (qua lack) that qualifies jouissance.

The problem with Marx’s hypothesis of the elimination of surplus-value, therefore, is that it obfuscates the ontological presupposition of surplus-value itself, namely surplus-jouissance, upon which everything (the construction of any social order) hinges. (57)

The logical outcome of this critique is that any alternative social system which does not contemplate the dialectics of desire and objet a — the structuring of desire into a socially viable whole through its link to an excessive/elusive element embodying the surplus of jouissance — is also doomed (58).

As history has indeed shown us, the elimination of surplus-value, and consequently profit, does not automatically usher in the elimination of misery, since it fails to consider how surplus-value has its roots in surplus-jouissance.  A combined reading of Lacan’s critique of surplus-value and Sohn-Rethel’s analysis of intellectual and manual labour suggests that

unless we find a way to re-politicize both the sphere of material production and its foundation in entropic jouissance, it is unlikely that we shall succeed in promoting a sustainable alternative to capitalism.  Today, politicizing the Real coterminous with any knowledge-at-work amounts to politicizing the key symptom of our immersion in the symbolic order. 58

surplus-jouissance

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

… the historical success of capitalism as an economic as well as socially synthetic system ultimately depends on what we might call, resorting again to the fortunate image popularized by Žižek, the parallax between surplus-value and surplus-jouissance: a minimal shift of perspective reveals that

what we perceive as value is actually, in its deepest connotation, the inerasable lack at the heart of being from which the little a emerges, this thing, “in us more than ourselves” that bothers us from the moment we enter the social link to the moment we relinquish our ties with it.

Today’s global incorporation and valorization of this constitutively human surplus coresponds to an unprecedented attempt to construct a social order on an act of recycling, for what we are sold as desirable value is the end product of the invisible conversion of surplus-jouissance into enjoyment (42).

the unpaid labour-power responsible for the creation of surplus-value is ultimately nothing but the constitutive, non-symbolizable libidinal surplus that accompanies any intervention of the signifier, that is to say of any knowledge.

technological innovation allows the capitalist to deskill workers and increase the reserve army of the unemployed.  Logically, then, the automatization of production, fuelled by various advances in modern science, caused labourers to completely forsake their original control over production — in Lacanian terms, they had to forsake their knowledge qua surplus-jouissance, knowledge as a “spark” that cannot be taught. (50)

chicken joke and surplus-jouissance

Vighi, Fabio. On Žižek’s Dialectics. New York: Continuum, 2010.

Here is the famous CHICKEN JOKE on Nov 5, 2010

A man who believes he is a piece of grain is taken to the mental institution where the doctors do their best to finally convince him that he is not a piece of grain but a man; however, when he is cured and allowed to leave the hospital, he immediately comes back trembling and insisting that there is a chicken outside the door and that he is afraid that it will eat him. “But wait a minute,” says his doctor, “you know very well that you are not a piece of grain but a man”. “Of course I know that,” replies the patient, “but does the chicken know that?” (34)

The insight of the patient is correct: no matter how wise and knowledgeable we become, the chicken-commodity will still get us.  … we cannot avoid fetishizing the commodity, regardless of how much knowledge we have acquired.

Knowledge itself is not enough. Consequently, ‘the real task is to convince not the subject, but the chicken-commodities: not to change the way we talk about commodities, but to change the way commodities talk among themseves. (Žižek “The Parallax View” 352).

The key ideological battle is fought not on what we consciously believe in (or do not believe in), but on the plane of disavowed beliefs.  What has to change is the substance of our “belief by proxy”: the way in which we unconsciously displace belief onto the other qua commodity, thereby ignoring that this other has always-already colonized our unconscious, and thus it has become the cause of what we are.

The task ahead, then, is to invent a new relation to the disavowed substance of our belief, which, of course, must follow our subtraction from or disengagement with commodity fetishism.  For the paradoxical statment that commodities “do the believing for us” means that they have hooked us at the level of surplus-jouissance,

hence my argument that there is a crucial gap between our conscious enjoyment of the commodity (which falls under the jurisdiction of the pleasure principle) and the way the commodity enjoys us (commodity fetishism proper).

Only the latter can be said to represent our lack towards enjoyment, namely surplus jouissance, and therefore the only point from which we can subtract and begin anew.  It is the traumatic encounter with our passive objectification vis-à-vis the circulation of commodities that, alone, can provide for us an image of salvation.

We are fetishists in practice not in theory: our reliance on common sense masks the fact that we are constantly duped by the commodities.  Marx was therefore fully entitled to speak of “commodity metaphysics“.  Our condition is one where instead of idealizing through knowledge, we idealize through fetishism — literally, without knowing what we are doing. More than ever before, belief today is externalized, embodied in our blind practices of consumption.

surplus jouissance is always at least minimally traumatic, and only as such liberating. The question is how to locate this jouissance and, most importantly, bring it about. (37)