izek
Birkbeck College, London, UK
Abstract Niels Bohr provided the perfect example of how a fetishist
disavowal of belief works in ideology: seeing a horse-shoe on his door, the
surprised visitor said that he didnt believe in the superstition that it
brings luck, to which Bohr snapped back: I also do not believe in it; I
have it there because I was told that it works also if one does not believe
in it! This is how ideology works today in our epoch, which presents itself
as post-ideological: we practice our beliefs, even if, consciously, we do
not take them seriously. The disavowed ideological dimension is inscribed
in everyday material practices and rituals, especially in the apparently
innocent reference to pure utility (a man who lives in a large city and
owns a Land Rover doesnt simply lead a no-nonsense, down to earth
life; rather, he owns such a car in order to signal that he leads his life
under the sign of a no-nonsense, down to earth attitude).
Keywords atheism belief big Other commodity fetishism
ideology
The ignorance of chickens
A wonderfully ambiguous indicator of our present ideological predica-
ment is Sandcastles: Buddhism and Global Finance, a documentary by
Alexander Oey (2005) with commentaries from economist Arnoud Boot,
sociologist Saskia Sassen, and the Tibetan Buddhist teacher Dzongzar
Khyentse Rinpoche. Sassen and Boot discuss the gigantic scope, power, as
well as social and economic effects of global nance: capital markets, now
valued at an estimated $83 trillion, exist within a system based purely on
Article
Comparative American Studies
An International Journal
Copyright 2006 SAGE Publications (London, Thousand Oaks, CA and
New Delhi) Vol 4(4): 375394
DOI: 10.1177/1477570006071756 http://cas.sagepub.com
375
self-interest, in which herd behavior, often based on rumors, can inate
or destroy the value of companies or whole economies in a matter of
hours. Khyentse Rinpoche counters them with ruminations about the
nature of human perception, illusion, and enlightenment; his philosoph-
ico-ethical statement, Release your attachment to something that is not
there in reality, but is a perception, is supposed to throw a new light on
the mad dance of billion-dollar-speculations. Echoing the Buddhist notion
that there is no Self, only a stream of continuous perceptions, Sassen
comments about global capital: Its not that there are $83 trillion. It is
essentially a continuous set of movements. It disappears and it re-
appears. The problem here is, of course, how are we to read this parallel
between the Buddhist ontology and the structure of virtual capitalisms
universe? The lm tends towards the humanist reading: seen through a
Buddhist lens, the exuberance of global nancial wealth is illusory,
divorced from the objective reality the very real human suffering
created by deals made on trading oors and in boardrooms invisible to
most of us. If, however, one accepts the premise that the value of material
wealth, and ones experience of reality, is subjective, and that desire plays
a decisive role in both daily life and neoliberal economics, is it not
possible to draw from it the exact opposite conclusion? Is it not that our
traditional life world was based on the nave-realist substantialist notions
of external reality composed of xed objects, while the unheard-of
dynamics of virtual capitalism confront us with the illusory nature of
reality? What better proof of the non-substantial character of reality than
a gigantic fortune which can dissolve into nothing in a couple of hours,
due to a sudden false rumor? Consequently, why complain that nancial
speculations with futures are divorced from the objective reality, when
the basic premise of the Buddhist ontology is that there is no objective
reality? The only critical lesson to be drawn from the Buddhist perspec-
tive about todays virtual capitalism is thus that one should be aware that
we are dealing with a mere theatre of shadows, with non-substantial
virtual entities, and, consequently, that we should not fully engage
ourselves in the capitalist game, that we should play the game with an
inner distance. Virtual capitalism could thus act as a rst step towards
liberation: it confronts us with the fact that the cause of our suffering
and enslavement is not objective reality itself (there is no such thing), but
our Desire, our craving for material things, our excessive attachment to
them; all one has to do, after one gets rid of the false notion of substan-
tialist reality, is thus to renounce ones desire itself, to adopt the attitude
of inner peace and distance no wonder such Buddhism can function as
the perfect ideological supplement of todays virtual capitalism: it allows
us to participate in it with an inner distance, with our ngers crossed as
it were.
Already for decades, a classic joke has circulated among Lacanians to
exemplify this belief with ngers crossed. A man who believes himself
to be a grain of seed is taken to the mental institution, where the doctors
Comparative American Studies 4(4) 376
do their best to nally convince him that he is not a grain but a man;
however, when he is cured (convinced that he is not a grain of seed but
a man) and allowed to leave the hospital, he immediately comes back
trembling in fear there is a chicken outside the door and he is afraid
that it will eat him. Dear fellow, says his doctor, you know very well
that you are not a grain of seed but a man. Of course I know that, replies
the patient, but does the chicken know it? Therein resides the true stake
of psychoanalytic treatment: it is not enough to convince the patient
about the unconscious truth of his symptoms, the Unconscious itself must
be brought to assume this truth. It is here that Hannibal Lecter, that
proto-Lacanian, was wrong: it is not the silence of the lambs but the
ignorance of chickens that is the subjects true traumatic core. Does
exactly the same not hold for the Marxian commodity fetishism? Here is
the very beginning of the famous subdivision 4 of Chapter 1 of Capital,
on The Fetishism of the Commodity and its Secret: A commodity appears
at rst sight an extremely obvious, trivial thing. But its analysis brings
out that it is a very strange thing, abounding in metaphysical subtleties
and theological niceties (Marx, 1867: 163). These lines should surprise
us, since they turn around the standard procedure of demystifying a theo-
logical myth, of reducing it to its terrestrial base: Marx does not claim,
in the usual way of Enlightenment critique, that the critical analysis
should demonstrate how what appears to be a mysterious theological
entity emerged out of the ordinary real-life process; he claims, on the
contrary, that the task of the critical analysis is to unearth the meta-
physical subtleties and theological niceties in what appears at rst sight
just an ordinary object. In other words, when a critical Marxist encoun-
ters a bourgeois subject immersed in commodity fetishism, the Marxists
reproach to him is not The commodity may seem to you to be a magical
object endowed with special powers, but it really is just a reied
expression of relations between people. The actual Marxists reproach is,
rather, You may think that the commodity appears to you as a simple
embodiment of social relations (that, for example, money is just a kind of
voucher entitling you to a part of the social product), but this is not how
things really seem to you in your social reality, by means of your partici-
pation in social exchange, you bear witness to the uncanny fact that a
commodity really appears to you as a magical object endowed with
special powers. In other words, we can imagine a bourgeois subject
taking a course on Marxism where he is taught about commodity
fetishism; however, after the course is nished, he comes back to his
teacher, complaining that he is still the victim of commodity fetishism.
The teacher tells him But you know now how things stand, that
commodities are only expressions of social relations, that there is nothing
magic about them!, to which the pupil replies: Of course I know all that,
but the commodities I am dealing with seem not to know it! This situ-
ation is literally evoked by Marx in his famous ction of commodities that
start to speak to each other:
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