Task 2 Fetishises

• Identify a fetishised object, what needs does it fulfill? 

I have chosen the IPhone produced by Apple Inc. The needs are simple- to contact others in emergencies, keep in touch and in contact with family and friends. You can also send a text message which people don't need to pick up immediately and you can send images, videos for others to share your experience ect. But mainly to check someone is safe, so that you can get hold of others and they can get in contact with you. So I think its about connecting people. 

• What is its exchange value and how is this calculated? 

Its exchange value for the IPhone is this new 'crowd' that has been produced by society, everybody wants to own one and be in this group of people that enjoy using the phone. Its also all about social status, the fact that there so expensive and only certain people can actually afford this phone due to its expense. So your reputation in theory. What they do, you can spend time looking at things with others on there so almost like socialising with a phone. I think the IPhone is calculated by consumer demand as people want them so therefor they become popular and sell more. 

• What is its symbolic value? 

Its symbolic value represents the consumer demand for the phone and who is defined as being able to own this phone and I think it really separates the 'classes'.

• Whats its real value? 

Its real value is probably peanuts as the expression is. In all fact it just a piece of plastic. Apple would only have to make it with their resources and materials, they would pay workers in other countries in poor environments pittance to produce it. So in actual fact it probably cost less than £50 to produce and manufacture.

• How its symbolic value constructed and who benefits?

The people that benefit from owning an IPhone are the consumers who enjoy using it. Apple benefit as they are making a considerable amount of money through the route of selling the phone. Also the people who create and think of the apps make money as some you need to pay for.