In the case of subjectivity in the society of consumers, it is the turn of the buying and selling of the tokens deployed in the construction of the ‘self’ which is in fact Jean Baudrillard’s ‘simulacrum’, substituting ‘representation’ for what it is assumed to represent— to be effaced from the appearance of the final product.

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What is assumed to be the materialization of the inner truth of the self is in fact an idealization of the material — objectified — traces of consumer choices