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Lunch of the last human: Nutritionally complete food and the fantasies of market-based progress

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journal contribution
posted on 29.07.2021, 10:10 by James Cronin, James Fitchett
In this article, we integrate Nietzsche’s visions of self-overcoming with a Žižekian toolbox to explore how ‘market-based progress’ is upheld through a fabric of ideological fantasies. Through an analysis of Huel, a nutritionally complete British food brand aligned with progressive and techno-utopian discourses, we reveal a fantasmatic structure centred on pragmatism, the search for unassailable truth and continuance of a prehistoric legacy. These fantasies function as illusory support for acceptance that humanity’s great overcoming is singularly achieved through market logic and ethos. Here, a fetishistic inversion centres on subjects believing that the detached spectatorialism of consumption is closer to the act of the Nietzschean ‘Overhuman’ than it is to its inverse, the ‘last human’. This article provides the parameters for how ideological fantasy insulates the market from its material deadlocks and concludes with a conceptualization of the post-sovereign consumer’s subjectification along the fantastical contours of market-based progress.

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Citation

1. Cronin J, Fitchett J. Lunch of the last human: Nutritionally complete food and the fantasies of market-based progress. Marketing Theory. 2021;21(1):3-24. doi:10.1177/1470593120914708

Author affiliation

School of Business

Version

VoR (Version of Record)

Published in

Marketing Theory

Volume

21

Issue

1

Pagination

3-24

Publisher

SAGE Publications

issn

1470-5931

eissn

1741-301X

Copyright date

2020

Available date

29/07/2021

Language

en

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