One thing all mainstream economists agree upon is that money has
nothing whatsoever to do with desire. This strange blindness of the
profession to what is otherwise considered to be a basic feature of
economic life serves as the starting point for this provocative new
theory of money. Through the works of Karl Marx, Thorstein Veblen,
and Max Weber, "What Money Wants" argues that money is first and
foremost an object of desire. In contrast to the common notion that
money is but an ordinary object that people believe to be money,
this book explores the theoretical consequences of the possibility
that an ordinary object fulfills money's function insofar as it is
desired "as" money. Rather than conceiving of the desire for money
as pathological, Noam Yuran shows how it permeates economic
reality, from finance to its spectacular double in our consumer
economy of addictive shopping. Rich in colorful and accessible
examples, from the work of Charles Dickens to Reality TV and
commercials, this book convinces us that we must return to Marx and
Veblen if we are to understand how brand names, broadcast
television, and celebrity culture work. Analyzing both classical
and contemporary economic theory, it reveals the philosophical
dimensions of the controversy between orthodox and heterodox
economics.
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