I'm still under the influence of Timothy Morton's book. A discussion that follows is inspired by his argument...
One of the more interesting but also provoking parts of the book Dark Ecology is Timothy Morton's discussion of narcissism and consumerism. Author opposes usual interpretations of the phenomenon. He suggests that we* actually have prejudices about narcissism and consumerism, prejudices which serve as a way of protecting ourselves. Our thinking is here very similar to the kind of thinking he calls "beautiful soul syndrome". The term is borrowed from Hegel and it signifies a kind of thinking which tries to isolate and exterminate a bad object. But this is exactly the way we should not think about evil - as something outside - because it is actually the very same gaze that is evil. Morton starts by reminding us that narcissism and consumerism are not only and are not "by default" pathological phenomenons.
I will now stop his argumentation, which lends itself very much to Lacanian psychoanalysis, and instead focus on fetishism, though my discussion will stay very similar to his.
The main question which initiated this discussion is whether fetishism is a product of capitalism or something inherent to the mental apparatus of humans but also of other mammals as well. I got the idea for this discussion after I saw the scene with my cats. And it was actually not unusual scene at all. I have two cats at home - one of which is quite younger than the other and also less time with us. The younger cat respects the older one very much and - here comes the interesting part - this respect often turns into subtle but visible obsession. The particular form of this obsession that I've noticed is fetishism. This fetishism manifests itself in younger cat's privileging of those objects which are connected with the older cat. For instance, the younger cat prefers to lie in the basket of her sister rather than in her own, for no other reason except that that basket is the one in which her sister lies. So if the older cat leaves her basket for some reason (mainly to ask for food), the younger cat will almost certainly transition herself to the basket her sister just left. But this goes not only for baskets but also for other objects these two cats use, which mostly means, sleep on / in. So when they are lying on carpet enjoying the global warming's afternoon sun and the older cat suddenly stands up, the younger will reposition herself to the place where a moment ago her sister was lying. You can call it as you want but I would not hesitate in calling it fetishism because, in essence, it is the identical phenomenon which we usually, for some reason, prescribe only to humans or even only to the capitalistic transformation of human mental apparatus.
Fetishism (lexical definition): extravagant irrational devotion, belief in magical qualities of an object, etc.
My first claim is that fetishism is not a product of capitalism. It is not a specific conceptual invention of the market economy as, for example, money is. On the contrary, it would be more appropriate to say that capitalism uses what is already existing and intrinsic to human psychology and to the psychology of many other living beings, mostly mammals. My second claim is that it is not a bad phenomenon per se. It is, just like the other objects, neutral. We can summarize this by Morton's witty claim: "Neanderthals would have loved Coca-Cola Zero."
So what does it all mean? If we cannot prescribe every phenomenon which we don't like to capitalism, does it mean that we ourselves are the problem: that we should be purified (in a sense of eugenics), more rigorously disciplined and controlled (by a totalitarian regime) or even exterminated? Well, that is definitely not my suggestion. Instead of advocating for any simple / final solution, we should think! This means that we should become more open to other experiences and other cognitions of the world apart from our own, that we should be alert but not panicking.
My advice is: don't let be humanized!
* Morton is mostly alluding to people working in human sciences (humanities).