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

Cited by Lee Sonogan

What Is the Market Economy?

Abstract 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.

Publication: Marketing Theory (Peer-Reviewed Journal)

Pub Date: Apr 7, 2020 Doi:

Keywords: Fantasy, food, health, ideology, Nietzsche, progress, Žižek (Plenty more sections and references in this research article)

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