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| Capitalization of Festivals and Festivalization of Capital from the Perspective of Marx's Critique of Capital Logic |
| ZUO Lu-ping |
| College of Marxism,Anhui University,Hefei,Anhui, 230601 |
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Abstract Festivals play an important role in inheriting cultural significance, preserving national cultural memory, and constructing national cultural identity. However, under the control of capital logic, festivals are getting alienation. People value material things over the cultural significance of festivals. All kinds of capital fetishism is pervasive in festival consumption. On the one hand, festivals have become a part of capital circulation, providing time and space for capital increment. During festivals, there appears the capitalization of festival rituals, festival presents, and festival symbols. On the other hand, capital depends on festivals and promotes the circulation of capital and realize capital increment through the production and reproduction of festivals, which is manifested in the capita assignment of traditional festivals, association celebration of foreign festivals with capital, and prevalence of festivals after “capital creates festivals”. Therefore, we should take Marx's critique of capital logic as theoretical guidance. On the one hand, we should raise people's awareness of festivals and push for renewing the functions of festivals. On the other hand, we should expose the ideological illusion of consumerism and eliminate the manipulation of capital fetishism on festivals. At the same time, we should demystify the deductive mechanism of capital logic in festivals and dialectically analyze the historical limit of capital logic.
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Received: 15 May 2021
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2021, Vol. 38 
