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This book demonstrates  the importance of the study of fetishes and fetishism in the study of popular culture. Some of the essays cover rather "conventional" manifestations in the world today; others demonstrate the fetishistic qualities of some unusual items. But all illustrate without any doubt that, like the icon, the ritual, and many other items in society, fetishes, fetishism and fetishists must be studied and understood before we can begin to understand the complexity of present-day society.

On the Modern Cult of the Factish Gods continues the project that the influential anthropologist, philosopher, and science studies theorist Bruno Latour advanced in his book We Have Never Been Modern. There he redescribed the Enlightenment idea of universal scientific truth, arguing that there are no facts separable from their fabrication. In this concise work, Latour delves into the “belief in naive belief,” the suggestion that fetishes—objects invested with mythical powers—are fabricated and that facts are not. Mobilizing his work in the anthropology of science, he uses the notion of “factishes” to explore a way of respecting the objectivity of facts and the power of fetishes without forgetting that both are fabricated. While the fetish-worshipper knows perfectly well that fetishes are man-made, the Modern icon-breaker inevitably erects new icons. Yet Moderns sense no contradiction at the core of their work. Latour pursues his critique of critique, or the possibility of mediating between subject and object, or the fabricated and the real, through the notion of “iconoclash,” making productive comparisons between scientific practice and the worship of visual images and religious icons.

Since the early-modern encounter between African and European merchants on the Guinea Coast, European social critics have invoked African gods as metaphors for misplaced value and agency, using the term “fetishism” chiefly to assert the irrationality of their fellow Europeans. Yet, as J. Lorand Matory demonstrates in The Fetish Revisited, Afro-Atlantic gods have a materially embodied social logic of their own, which is no less rational than the social theories of Marx and Freud. Drawing on thirty-six years of fieldwork in Africa, Europe, and the Americas, Matory casts an Afro-Atlantic eye on European theory to show how Marx’s and Freud’s conceptions of the fetish both illuminate and misrepresent Africa’s human-made gods. Through this analysis, the priests, practices, and spirited things of four major Afro-Atlantic religions simultaneously call attention to the culture-specific, materially conditioned, physically embodied, and indeed fetishistic nature of Marx’s and Freud’s theories themselves. Challenging long-held assumptions about the nature of gods and theories, Matory offers a novel perspective on the social roots of these tandem African and European understandings of collective action, while illuminating the relationship of European social theory to the racism suffered by Africans and assimilated Jews alike. 

Heritage research is often based on the assumption that heritage is something “given” to us in what is being handed down from the past, and that it is good and valuable in its own right. However, by looking at the historical and cultural roots of heritage and its development through the Enlightenment, modernity, and capitalism, Pablo Alonso Gonzalez shows that it is in fact a system deeply embedded in capitalist logic and pervaded by fetishistic social relationships.
            Focusing on a case study in the region of Maragatería, Spain, Gonzalez explores the ethnic and racial discrimination faced by the local population in the context of Spanish nationalism and shows how this hostile dynamic shaped what we recognize as the region’s heritage today. Challenging widespread notions about how and why we preserve traditional cultures, The Heritage Machine rethinks the relations between heritage studies and converging disciplines, from anthropology to cultural and memory studies.
 

For more than 250 years, Charles de Brosses’s term “fetishism” has exerted great influence over our most ambitious thinkers. Used as an alternative to “magic,” but nonetheless expressing the material force of magical thought, de Brosses’s term has proved indispensable to thinkers as diverse as Kant, Hegel, Marx, Freud, Lacan, Baudrillard, and Derrida. With this book, Daniel H. Leonard offers the first fully annotated English translation of the text that started it all, On the Worship of Fetish Gods, and Rosalind C. Morris offers incisive commentary that helps modern readers better understand it and its legacy. 
           
The product of de Brosses’s autodidactic curiosity and idiosyncratic theories of language, On the Worship of Fetish Gods is an enigmatic text that is often difficult for contemporary audiences to assess. In a thorough introduction to the text, Leonard situates de Brosses’s work within the cultural and intellectual milieu of its time. Then, Morris traces the concept of fetishism through its extraordinary permutations as it was picked up and transformed by the fields of philosophy, comparative religion, political economy, psychoanalysis, and anthropology. Ultimately, she breaks new ground, moving into and beyond recent studies by thinkers such as William Pietz, Hartmut Böhme, and Alfonso Iacono through illuminating new discussions on topics ranging from translation issues to Africanity and the new materialisms.