Slavoj Zizek - Cultural Consumerism

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I've been meaning to post this for weeks. Slavoj Zizek is a sociologist specializing in Marxist theory. The majority of the video is not about food, but in the first five minutes or so, Zizek describes the cultural phenomenon that he's come to call "Cultural Consumerism," which is this idea that our guilt surrounding our crazy consumerist ways drives us to act responsibly, and that interestingly, our way of acting responsibly to combat our over-consumption is by consuming responsible products. That's a terrible summary, so here's the link:
http://www.youtube.com/watch?v=cvakA-DF6Hc
He talks about big corporations like Starbucks encouraging you to act responsibly by buying their product. The rest of the video is not as food-related, but still brings up some issues of culture and society that we've covered in class, particularly equity amongst classes.