The weakest link and the commodification of subjectivity by the means of play

Abstract This article considers the process of commodification (the extension of the realm of money, the spread of typically capitalist mechanisms like competition and consumption) as a cultural means of the reproduction of subjectivity. The particular aim is to highlight the psychic processes that are tempted by commodification. Thus, at the background of this essay, there is a psychoanalytical notion of the self that has been developed in an examination of subjectivity and play, a notion based especially on the thinking of D.W. Winnicott and Jessica Benjamin. These analysts see an ambivalent self‐destructiveness of the self reformulated in relation to the ‘potential space’ of play. In relation to this analysis, the influence of advanced capitalism on the self is discussed in some of its more competitive scenes of consumptions. The quiz show The Weakest Link, for example, is considered as a pale, commodified form of play. It is argued that the main seduction of the show is the dwindled and distorted potential space offered by its ultimate, destructive, and in the last analysis sado‐masochistic logic of exchange. In addition to The Weakest Link, a couple of relevant thematisations of commodified culture by contemporary Finnish literature are brought out. Moreover, the commodification of subjectivity by the means of play is loosely related to some general characterisations concerning the prevailing cultural situation (see Jameson 1999 and Rifkin, 2000).