Exchange and subjectivity, commodity, and gift

This article offers a reading of the effect of exchange on subjectivity. Two modes of exchange are discussed: commodity-exchange and gift-exchange. Following Marx, Simmel, Lukács, and Bewes, commodity exchange is argued to be detrimental to subjectivity insofar as it leads to abstract, mediated social relationships, and reifies the subject. Debates around the notion and application of reification are investigated. The anthropological insight of Mauss on gift-exchange is introduced and used to challenge elements of the thesis of reification and process of on-going commodification. Gift-exchange is argued to perpetuate concrete, immediate social relations. Critical attention is drawn to the gift as critique of the commodity. My interrogation suggests that there is a problem because the gift is often over-idealized in much gift discourse and figures as a binary opposite to the commodity. This is especially the case with one of the leading contemporary theorists on the gift, Jacques Godbout. Themes that support the notion of the gift, such as family and community bonds, reciprocity, and 'face to face' relations, are often taken for granted as being fully enabling. On the other hand commodity exchange is perceived as being exclusively disabling. The article begins to challenge this thinking.