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Book: Fabricating Authenticity

Chapter: Because YOU'RE an Early Adopter (and I'M NOT): Commodity Fetishism and Identification

DOI: 10.1558/equinox.40270


In this chapter, Cotter reflects on how various elements of boundaries, branding, and consumerism are linked to, establish, and complicate constructions of the “true” and “authentic” self. Touching on commodity fetishism and processes of reification, Cotter critiques the fallacy of consumer choice and his own positionality in the consumer marketplace as an early adopter.

Chapter Contributors

  • Christopher Cotter ( - the_cotter_man) 'University of Edinburgh'