Commodification

Author: Sungeun Min

Concept of Commodification

In this capitalist society, we lead our life purchasing a plethora of economic goods in exchange for money. We buy tangible goods such as iPhones, Ford cars, Nike t-shirts, and McDonald's hamburgers and intangible services and knowledge like mobile and internet service, medical care, and education. It seems that we can get any goods or services in the markets using our free will and paying our money. In Marxist political theory, the goods and services we utilize in exchange for money are called "commodities." In markets, objects become commodities when their property, or temporal control, is transferred between the individual or collective actors, and a process that crystallizes the commodity's value into a price. For example, if the air we breathe was captured and sold as a can of oxygen, it would be commodified by extending it a legal title that could be assigned to other individuals, separating it from the seller, and monetizing it with an exchange-value.

One of the distinctive features of neoliberal society is commodification. Commodification is when the objects, including goods, services, knowledge, or even creatures, come to be provided through and represented in a market transaction.

Generally speaking, capitalism is an economic system where goods and services are exchanged based on supply and demand in the general market. Traditionally there has been a distinction between the market and society; they produced distinct relations with each other and the rest of the world. However, neoliberalism has positioned market-based competition as the key arbiter of the 'true' value of anything and the leading organizing principle of social life for a prosperous society. As a result, neoliberalism's underlying economic rationality has led to the blurring of the traditional boundaries between market and non-market-based interactions in the community. This blurring tends to frame all spheres of existence in economic terms. Consequently, all the distinctions between the market and society are erased, reducing most aspects of our lives into 'goods' or services exchanged in varied marketplaces. The neoliberal rationality encourages rampant commodification in all spheres of our lives.

One of the most salient instances of commodification in our society is the phenomenon that economist Edward Lazear has labeled as economic imperialism. Economic imperialism is when economic thought invades and colonizes domains previously occupied by logics, such as the family, tastes, politics, culture, religion, crime, law, war, science, etc. Economic imperialism asses all human behavior by combining individual rational maximizing behavior, depicting the outcome of personal interactions as equilibrium, and emphasizing the concept of efficiency.

Some common commodification trends that have appeared in neoliberal societies worldwide relate to converting public goods into private goods, the commodification of social relations, and the nonhuman (so-called ‘natural’) world. For instance, traditionally, nature resources (water or air) and education are considered public goods in most societies. However, because of neoliberalism's dominance in most industrialized societies, these are increasingly being treated as commodities by the market-oriented political and economic elite. The consequences of this commodification have been devastating for most marginalized and underprivileged communities.

Features of Commodification

Though there is a lot of diversity in how things turn into commodities, researchers have noticed some commonalities that mark each commodification process.

The first characteristic of commodification is privatization. Privatization is to assign a legal title to the entity conferring ownership to an individual or a collective, such as a corporation. Privatization sets the stage for that entity to be traded in a marketplace. Suppose the entity previously existed in the public sphere. In that case, the privatization process indicates a profound change in the relationship that the titleholder and others come to have with the newly privatized entity. For instance, this transformation produces drastic changes in social relations, access, use, and disposal rights associated with the entity.

Neoliberalism has immensely contributed to the emergence of markets as the most preferred platform for negotiating social relations in advanced capitalist societies. Therefore, the privatization of entities in the public sphere has tremendously accelerated in the neoliberal era. So much so that even privatization of governmental functions has become increasingly noncontroversial in such societies. Thus, public education is currently under grave threat of being privatized in the United States and many other advanced capitalist societies.

Marx distinguished between the 'use-value' and the 'exchange-value' of the commodity. Use-value is the direct utility that one receives from the item's consumption, inextricably tied to the commodity's physical properties. The use-value of a commodity depends on the needs and wants of the people who consume it.

In contrast, exchange-value is the objectified value realized when an item is traded in the market, valued in terms of prices, using money. Whereas consuming the benefit of a good generates its use-value, it is a return on investment that produces the exchange value.

The second feature of commodification is the prioritization of exchange-value over use-value. Usually, when a market system allocates a commodity, its exchange-value becomes more important than its use-value.

The prioritizing of exchange-value over use-value can lead to ever-increasing production and consumption. Whereas usage based on use-value is limited to what one can use and need, the possibilities of exchange are unlimited due to the desire to accumulate profits and show off to others. Prioritizing use-value produces more ecologically sustainable relations with the nonhuman world. Therefore, commodification's second feature prioritizes exchange value, which is directly culpable for the ecological catastrophes caused by capitalist neoliberal societies worldwide.

Commodification's third element is labor's externalization, coupled with the dehumanization of the working class. Externalizing the laborer's product means their work becomes an external object that exists independently and alien to them

The market transaction physically and morally separates the worker from the commodity her or his labor produced, resulting in alienation. Legal and material boundaries further externalized the commodity from the worker. Goods become detached from their creators to exchange them for monetary value individually. Externalizing commodities from their creators effectively hides the private labor and all the accompanying social relations that produced the product, which is also not considered in market valuation. As a result of externalization, we begin to treat commodities as if their value was inherent in the objects themselves, rather than in the real labor expended to produce the item. The separation of commodity producers and commodity consumers, where the commodity consumers cannot 'see' what is 'contained' in the physical form of the commodities they purchase, estranges and dehumanizes workers' relationships with the fruits of their labor. Marx argued this was an element of commodity fetishism, the false perception that economic relations mediated through the market, not social relationships among people, produce an item's value. As a result, the subjective, abstract aspects of economic value appear as objective, real things, which people believe represent intrinsic value.

The externalization of goods for their producers dehumanizes laborers, obscures production's social conditions, and falsely positions exchange as the generator of value.

What's Education got to do with Commodification?

In capitalist societies, neoliberal policies and discourse increasingly function to commodify education, a service traditionally considered a public good outside of the market. Commodification occurs both inside and outside of public school. The process alters the entire education system, including the conceptualization of knowledge, teaching, and students. The market-oriented approach to education regards education as a commodity, students, and parents as consumers, teachers as sellers, and school as markets. Thus commodification is a multi-scalar phenomenon that dramatically reworks the terms of education. Schools once considered public goods that should be equally available to all citizens, morph into markets where parents and students compete to access the highest quality knowledge.

Commodification of Learning

Society increasingly perceives education as a private good that students must obtain to become qualified workers and move up the socio-economic ladder. As a result, other goals associated with learning, such as developing the whole child or preparing citizens for a democratic society, become less critical. Economism then defines the purpose and potential of education. The market-infused approach to education regards knowledge as a commodity and school as a marketplace where knowledge is exchanged based on monetized value.

The increasing emphasis on STEM education (Science, Technology, Engineering, and Mathematics) is an example. In 2009, to gain international competitiveness in science and technology, the Obama administration initiated an educational reform emphasizing STEM education. In 2010, the Obama administration secured more than $1.2 billion federal budget and partnered with the largest technology companies in America, including Apple, Facebook, Google, AT&T, and Microsoft. Now, the Trump administration released a report detailing the White House’s five-year-vision on boosting STEM education. Furthermore, U.S. corporations invest $350 billion annually into STEM education.

The extreme government emphasis on STEM education to enhance economic competitiveness and corporate actors' profusion within education signals an underlying neoliberal agenda.

The market-infused approach to education treats knowledge as a commodity whose value is measured by comparing the investment of acquiring a degree with the possibility of economic profit the degree affords. Instead of learning to become an engaged citizen or carrier of culturally valued knowledge, students and parents are encouraged to focus mostly on increasing students’ human, social, economic, or academic capital. Human capital is an intangible asset produced through education, training, intelligence, skills, and health, creating a financial value out of a worker's experience and skills. Academic capital refers to an individual's education and educational background that can help them gain a more advantageous spot in society.

This displacement of knowledge's use-value for exchange-value narrows schools' mission to strictly job training as if they were primarily vocational centers.

For example, many politicians recommend funding state universities based on the job placement rates of their graduates. Meanwhile, K-12 students study hard to enter into Ivy League universities, medical or laws which guarantee high human, social, economic, or academic capital after graduation.

Commodification of Teaching

Neoliberal educational reformers also push 'school choice' as a preferred policy option. They argue parents and students are consumers who should be able to shop for the best available schooling options. As a result, teachers' work is reduced to a commodity that families purchase in a competitive marketplace.

Further, neoliberalism also encourages teachers to commodify their work in the name of entrepreneurship. Through the popular webpage 'Teachers Pay Teachers', school teachers sell their curriculum and teaching materials to other teachers online. Some teachers even become 'star sellers,' who make substantially more selling their curriculum online than their paychecks. Neoliberalism thus positions teachers as entrepreneurs or service providers rather than intellectual professionals trained to care for the nation's children.

Website 'Teachers Pay Teachers'

Website 'The Princeton Review'

Shadow education, or 'educational business'

Commodification of Teaching

Neoliberal educational reformers also push 'school choice' as a preferred policy option. They argue parents and students are consumers who should be able to shop for the best available schooling options. As a result, teachers' work is reduced to a commodity that families purchase in a competitive marketplace.

Further, neoliberalism also encourages teachers to commodify their work in the name of entrepreneurship. Through the popular webpage 'Teachers Pay Teachers', school teachers sell their curriculum and teaching materials to other teachers online. Some teachers even become 'star sellers,' who make substantially more selling their curriculum online than their paychecks. Neoliberalism thus positions teachers as entrepreneurs or service providers rather than intellectual professionals trained to care for the nation's children.

The 1998 and 2002 Education Acts asserts that schools own the Intellectual Property Rights and can profit from the sale of curriculum developments or act as for-profit consultants etc. These laws can create a new form of social relation between schools and knowledge; they articulate the pursuit of knowledge in terms of a commodity rather than a public good.

Educational Service in the Shadow Education

Teaching is transformed into a commodity outside of mainstream schooling in the educational phenomenon called 'shadow education.' Shadow education is "a set of educational activities that occur outside formal schooling and are designed to enhance the students' formal school carrier." The term shadow education might be unfamiliar to many. Still, shadow education's widespread practice manifests in private tutoring, cram schools, Kumon/Sylvan/Princeton Reviews, the Oxford learning center, Internet lectures, and educational camps. Shadow education, formally a localized phenomenon for East Asian countries, has now become worldwide.

Shadow education is essentially an act of educational privatization that takes place outside of public schools. The phenomenon commodifies knowledge and teaching as educational goods and services. Meanwhile, students and parents shop for educational services in the shadow education marketplace. In contrast to public schooling, where students wait for schools to provide curriculum and instruction, in shadow education, students and parents are no longer passive recipients. Instead, they compete for the most valuable educational commodities (knowledge and teaching) they can secure as active consumers. The following pictures illustrate how shadow education provides learning and teaching in the guise of an academic 'service.'

A commonplace example of shadow education would be the Princeton review. This company provides various educational services, including online and offline lectures on college preparation, graduate school preparation, school admissions assistance, and private tutoring. Only students who can pay can enjoy these services. In other words, shadow education firms like the Princeton Review profit from offering high-end services to help a privileged few compete educationally.

Thus, shadow education is, in essence, a form of 'educational business.' The companies and educators who benefit from shadow education know that the more they cater to well-resourced students and parents, the fatter their coffers will grow. These high profit margins help the educational business industry produce their annual revenues of $40 billion a year. According to a recent comprehensive report by Global Industry Analysts, the private tutoring service market is projected to reach $196.3 billion by 2020. For instance, Kumon, which has million enrolled students in 26,000 learning centers in 48 countries and regions, earned $37.4 million worldwide in 2019. In the U.S., Kumon profited $6.8 million in 2018.

In many countries, some shadow education tutors acquire a star-like social status. These tutors have developed an excellent reputation for satisfying students’ need in test preparation or college admission with their commodified teaching and knowledge. Not surprisingly, they often earn a lot of money. For instance, in South Korea, English tutor Kim made about $4 million in 2013 from his online language lessons – and then there is the income from his educational publishing company, which had a turnover of about $10 million. This star tutor says about 1.5 million South Koreans have taken his classes in the past 12 years. He attributes his success to his engaging teaching style and innovative marketing: he selects his television appearances carefully and made a pop song aimed at nervous university candidates with a chorus urging "Trust me!" (CNBC, Jun 17, 2014).

Naturally, in this commodification process, the specificities of human interactions involved in teaching and learning are erased. Shadow education reconfigures teaching practices to meet the demands of externally generated rules based on target achievement.

Commodification of Students

Commodification in education also commodifies students and their learning. The neoliberal rationality frames students in economic terms objectifying and externalizing their academic performance. Students’ academic achievements are highly related to how much states and schools can get in their financial budget. As a result, schools and teachers cannot help but care about students' objectified test scores. In particular, through audit and accountability testing, states and schools collect and present students’ objectified data to quantify their accomplishments and justify their existence in front of the public and political leaders.

Under the influence of neoliberal accountability, state and federal governments require K-12 schools to produce certain minimal levels of student scores. For instance, through the College and Career Ready Performance Index (CCRPI) and Georgia Milestones Assessment System (Georgia Milestones), students in grade 3 through high school are commodified with numbers and rankings by objectifying their academic achievement, progress towards closing achievement gaps, readiness, and graduation rate with the score on a scale of 0 to 100.

Students' externalization into their score means their learning becomes an object and comes to have an external existence. Without taking students’ intrinsic satisfaction in education, unique features, or learning processes into consideration, students and their learning are translated into economic terms, especially numbers and rankings.

Further, the rise of the charter school movement in the United States has led to the emergence of students as a valuable commodity in the competitive marketplace of schools in many communities. This is because financial resources follow students. Thus, the more successful a school is in increasing its student population, the more well-off it is financially speaking. Naturally, special-needs students, especially those with high-cost disabilities, are deemed less valuable commodities in such a marketplace as educating them is often not economically profitable. As a result, in communities with charter schools, neighborhood public schools serve a markedly more significant proportion of students receiving special educations services than charter schools at almost all grade levels.

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