Symbolic Torrent

Symbolic Torrent: Singles’ Day and the Altar of Consumerism

“And on that day, the destruction of culture came like a flood, devouring all the symbols shaped by consumerism, leaving naught but emptiness and regret.”

Phase One: The Oracle Foretelling the End of Symbolization

Behold! In this generation, the symbols surge like the rising tide, obscuring every bright horizon, filling every inch of the earth. The power of symbols is omnipresent, becoming an invisible net, swallowing all things, drawing forth from the depths of man’s heart his desires and fears. Baudrillard spoke truly when he said: “We no longer live in reality, but in a world of symbols.” What he said is not false, for all existence has been imbued with meaning through symbols, even the purest of emotions and relationships have become tools for market exchange.
Emotions and festivals are no longer natural calls of the soul; they have become the most powerful symbols of this world. Lo, Valentine’s Day stands as the sacred sacrificial rite of the market, becoming the emblem of love and desire. Countless souls gather on this day, exchanging gifts, exchanging promises, exchanging hollow blessings. Yet all of this trade does not spring from sincere affection, but from the rules set by the market, the customary rituals established by the world. Emotions are no longer the elevation of the soul, but have become commodities, the links between market and symbol, exchanged in the cycle of consumerism.
The society of consumption is like an invisible ruler, governing every person’s emotions and choices. The brilliance of Valentine’s Day shines upon each couple, and they think they are free to choose, yet Zizek warns: “We are surrounded by false freedom; the choices we make in the name of freedom have already been preordained.” When lovers exchange gifts and vows on this day, do they not realize that every choice has already been set by the market’s path? Their emotions, their love, have already been commodified, becoming part of the order of consumerism, symbolized beyond recognition.

Phase Two: Couples Drown in the Celebration of the Festival

Lo, those couples who enter the temple of the festival, they lose themselves in the celebration and ritual. They no longer feel the true essence of love, but have become intoxicated with the revelry arranged by the market. The celebration of Valentine’s Day is a packaging and beautification of emotions, transforming love, desire, and intimate relationships—those purest of human sentiments—into commodities that can be traded and exchanged. Every rose carries the market’s definition of affection; every chocolate is the commodification of love.
They offer gifts, exchange kisses and promises, but do their hearts truly find fulfillment? Do they truly experience the purity of love? Zizek once said: “In the name of freedom, our choices have already been manipulated.” All the celebrations of Valentine’s Day appear to reflect individual freedom, but in truth, they are framed by the commodified rituals of consumerism. In this festival, love is no longer a natural emotion between individuals, but has become a standard, a rule to be followed in the consumption ritual.
This celebration of the festival is no longer an inner joy, but a submission to societal rules. Do the couples realize that their celebration is not pure, but a result of the market’s control? Their actions have become products of symbols, not expressions of genuine emotion. Every display of affection has been turned into a product designed by the market, and the beauty of love has been overshadowed by the shadow of consumerism.

Phase Three: The Emergence of Singles’ Day as a Rebellion

Yet, there are those who have not partaken in this festival of consumption. Their emotions are unacknowledged, their existence seems to be ignored. So they created a festival of their own, called “Singles’ Day.” This is their protest, their declaration, symbolizing freedom beyond the definitions of society. Lo, they stand in the square, raising their banner, proclaiming to all the couples: “We need not rely on others to complete ourselves; our existence needs not be proven by this hollow festival.”
Their actions seem to be a rebellion, a challenge to the power of consumerist symbols. But Baudrillard foretold: “Rebellion too will be symbolized, becoming part of consumption.” The rebellion of Singles’ Day did not escape the consuming embrace of cultural capitalism. It went from an initial resistance to becoming the new darling of the market, a new symbol of commodification. Behold, this festival too has been commercialized, and merchants have seized the opportunity to create a new market, pulling the singles back into the cage of consumption.
The rebellion of Singles’ Day did not truly break the chains of consumerism, but instead became a part of it. Those who sought to advocate for independence and freedom ultimately became part of the symbolic system of the market. Their rebellion, though recognized at the symbolic level, continues to be underpinned by the immense power of consumerism.

Phase Four: Ultimately Becoming the Sodom of the 21st Century

Behold, all of this will eventually end like ancient Sodom, in destruction. The celebration of Singles’ Day, which initially seemed to be a rebellion against consumerist holidays, was ultimately absorbed into the torrent of cultural consumption. Zizek once said: “What we think of as rebellion is, in truth, the self-imposed chains we fail to see.” Singles’ Day, from its beginning as a rebellion, to its final commodification, stands as the true picture of this.
In this world of symbols, neither the celebration of Valentine’s Day nor the rebellion of Singles’ Day has escaped the clutches of consumerism. Though Singles’ Day may seem to be a counterpoint to Valentine’s Day, it too has become a sacrifice upon the altar of consumption. Lo, the symbol of this festival has become hollow, and true emotions are still lost in the market’s control. Every individual’s choice is shaped by the power of consumer culture, not by the true call of their heart.
All of this, like ancient Sodom, appears as celebration and indulgence, yet is in truth a harbinger of decay and destruction. People, intoxicated by it all, fail to realize that they have set foot on the road to their own demise. This is the death of symbolization, the lament of culture consumed by consumerism.

Conclusion: The Symbolization of Culture and the Reproduction of Consumerism

Behold, the world we live in is ruled by symbolization, and all emotions, all festivals, have become tools of consumption. Baudrillard once said: “We live in a world of symbols, and these symbols no longer convey real meaning but are tools of consumption.” In this world, we are surrounded by false freedom, and the choices we think we make are already preordained in the deep structure of society.
All rebellion and freedom, in the end, are but parts of the culture of consumption. Whether it is the celebration of Valentine’s Day or the rebellion of Singles’ Day, neither escapes the grip of consumerism. Consumer culture, using symbols as its weapons, has destroyed our connection with true emotions, binding us deep within its web. The freedom we seek may very well be just another mask of consumerism.
Yet true rebellion is not in opposing the festivals or symbols on the surface, but in deconstructing the deep structures behind these symbols, uncovering the veil of consumerism, and seeking that long-buried truth and freedom. Perhaps, on this path, we may find a glimmer of life in the world of symbols—but first, we must realize that these symbols are not our own, but the cages we have been given.

Reflection Have we lost ourselves in the torrent of symbolization? Have we overlooked true emotions and independence in the feast of consumption? Can we, in this world of symbols, find the long-missed truth, and return to the essence of our emotions? This is a question each of us must ponder.