Todd Mcgowan, "Pure Excess: Capitalism and the Commodity" (Columbia UP, 2024)

Todd McGowan forges a new theory of capitalism as a system based on the production of more than what we need: pure excess. He argues that the promise of more—more wealth, more enjoyment, more opportunity, without requiring any sacrifice—is the essence of capitalism. Previous socioeconomic systems set up some form of the social good as their focus. Capitalism, however, represents a revolutionary turn away from the good and the useful toward excessive growth, which now threatens the habitability of the planet.
Drawing on psychoanalytic theory, McGowan shows how the production of commodities explains the role of excess in the workings of capitalism. Capitalism and the commodity ensnare us with the image of the constant fulfillment of our desires—the seductive but unattainable promise of satisfying a longing that has no end. To challenge this system, McGowan turns to art, arguing that it can expose the psychological mechanisms that perpetuate capitalist society and reveal the need for limits. Featuring lively writing and engaging examples from film, literature, and popular culture, Pure Excess uncovers the hidden logic of capitalism—and helps us envision a noncapitalist life in a noncapitalist society.

Todd McGowan teaches theory and film at the University of Vermont. He is the author of Embracing Alienation, The Racist Fantasy, Emancipation After Hegel, Capitalism and Desire, and Only a Joke Can Save Us, among other books. He is also the cohost of the Why Theory podcast with Ryan Engley.

Morteza Hajizadeh is a Ph.D. graduate in English from the University of Auckland in New Zealand. His research interests are Cultural Studies; Critical Theory; Environmental History; Medieval (Intellectual) History; Gothic Studies; 18th and 19th Century British Literature. YouTube channel. Twitter.