Karl Marx was speaking to society as a whole, in particular the oppressed when he wrote ‘The Fetishism of Commodities and the Secret Thereof.’ He was attempting to wake humanity up from the ridiculousness of loving the things “man” built, worshiping them like deities. Karl Marx was attempting to open the eyes of the people, so they could see how the industrial revolution of the world was destroying humanity at its core. The world is being consumed by commodities and people love the product over the person who produced it.
Marx argued that the moment humanity placed a value on commodities (products) begin our society of consumerism. Man is no longer worth the person he is, but what he can produce. Society has lost all relations, "intercourse" with one another, only having contact with humanity through materials. "The product must be not only useful, but useful for others.” Marx was saying that the product produced by the producer requires a social need, yet one becomes a social outcast because he is of no use to the community. No matter how many hours are spent producing the product, its value is only determined by social need, and not commodity quality. "The determination of the magnitude of value by labour time is therefore a secret." Karl Marx insists that one does not need you to know that they make a product twice as fast, and want twice as much of your product for their merchandise. Value becomes the product, not the person, and society is being ruled by products instead of man having absolute power of commodities. In the course of commodities humanity has lost sight of what true value is, the Nature behind the object. Society only sees the need in the product, but does not value the materials used to produce, or the mode in which the maker gathered material; most importantly the maker themselves. Material is only as valuable as man/woman makes them; gold has no more use than iron if one so deems. Marx argued that there is no formula to determine how valuable an object is, only ones need, and if production is not socially needed, then the person becomes invaluable to society. Consumerist does not value the man behind the mask and would let machine run society in order to have zero contact with humanity. Karl Marx believes that commodity fetishism is consuming the public; people are obsessed with the latest production, yet hold no value to the hours slaved in production.