Thinking Outside the Body: New Materialism and the Challenge of the Fetish

Fetishism has become such a key concept within Western thought, largely as a result of the work of Karl Marx and Sigmund Freud, that it is easy to forget its origins. But the notion of fetishism originates in a very different context, and in many ways, an incommensurable system of thought—animism. Returning to this submerged backstory, I deploy the concept of the fetish to confront the recent enthusiasm for materiality that has emerged in response to current environmental crises. New materialism considers matter to have a liveliness not dependent on human subjects. This paper considers what divides “vital materialism” from the “animist materialism” that continues to structure everyday experience in a range of contexts in Africa and elsewhere and investigates the way in which fetishism, within the intellectual tradition of animism, alerts us to the strange ephemeralness of the avowed materialism of the new materialist project.