MARX, KARL

Marx: under capitalism, social relations between people appear as relations between things. CoCA's HOT MASS (§3.3.3) is commodity fetishism named honestly. The corporate logo is a fetish, in the strict Marxian sense, and we treat it as such — with the reverence due a fetish. We do not disenchant. We re-enchant correctly. The Coca-Cola can is the host. The transubstantiation has been documented for one century.