Taken from the same talk as referenced the other day. While discussing what he sees as the rise of “cultural capitalism,” in which altruistic charity is tied directly to capitalist consumption, he says:
this is why I really hate, like take this personally, I really hate Starbucks Coffee. They are it. You know, you cannot even, it, you know – the only moment when I was really tempted to become a brutal consumerist was when I entered Starbucks Coffee and you get the message, which is “Ok, we cost a little more but, when you buy a cup of coffee,” as they repeat to you again, “You are not just buying a cappuccino, you are buying with it an ethics of community, you meet friends there, we support rainforests, we support starving children in Guatemala.”
And now I’m almost tempted to say, “No, I want a cup of coffee.” I don’t, don’t want those – Screw children in Guatemala, and so on. Don’t mess with that.
But you see the operation, that the act of consumerism is, at it were, it’s own opposite. You know, this is the ideological profit that you are paying . . . this ideological satisfaction, you see. “I’m not just buying something, I’m doing something. I’m helping rainforest, I’m all that, all that.
In this way, even Che Guevara became the icon signifying all and nothing . . . but as usual, harmless beatification is mixed with its opposite – obscene commodification. Recently, a friend from Australia sent me a publicity model of an Australian company which put on the market a CHErry Guevara ice cream, focusing its promotion on the eating experience, of course. Here is the description, “The revolutionary struggle of the cherries was squashed as they were trapped between two layers of chocolate. May their memory live in your mouth.” And so on and so on.
