The problem of marketability of sexuality: anthropological roots

The reasons of sexuality inversion into a commodity are rooted in the phenomenon.Sexuality as a special commodity is determining not only by economic laws. Sexuality is not alienated from its producer. The dialogicalnature of sexuality determinates the presence of the Other as an origin of sexual. The process of formation of sexuality is demonstratingthe exigency in the Other. The Other becomes the arche of sexuality developments, outlining the possible borders of affinity. Sexualityis alienated from the individual without affinity of the Other, which becomes the commodity completely deprived of any attribution.In such situation the Other loses its value, there is only consumer relation, the essence of which is mere use. Such sexuality provokespeoples attitude to sex and body as to the commodity. Then the purpose of sexuality is satisfaction of physical needs. The given commodityis depreciated in the process of consumption as it can be replaced by any other countervalue with similar consumer qualities. Thebody is exploited in the creative process of the optative commodity, which forces to consumption. The individual will generate the ideaof his or her sexuality, only when there is the Other. The knowledge of sexuality is promoted by its displays, which should be directed atsomeone. The knowledge of sexuality cannot be received a priori. Only through the perceptive experience of the Other it is possible toshow the characteristic features of the same pattern of different sexualities (heterosexual, homosexual or bisexual). The individual, whois unaware of his or her own sexuality, is liminal. Sexuality conceals uncertainty while culture and sociality will not include the individualin the structure. The Other is necessary for the individual to hear his or her own sexuality. The requirement for the Other is basicin the process of sexual commercialisation: when there is no authentic Other, there is its replacement by a commercial image. Thehuman being is in the illusion captivity concerning the harmony of the sold image of sexuality and the authentic sexuality, wishing toreach the feeling of affinity. Discharge from his or her own sexuality attracts the individual to commercial sexual images, seducing byvisual perfection. The power of commercial culture leads to the embodiment of existence. Sexuality of the individual is formed throughrelations with the Other, when there is no authentic Other, there is its replacement by commercial image. The subject relation to theOther's sexuality causes marketability of sexual image, as the commercial success of any image does not depend on unequivocally positiveestimation, unlike usual commodity. Sexuality as a commodity can be found in the individual character of the consumer - the commercialimage of sexuality is intentional. Referential character of consumption allows making transition from a broadcast commercialimage of sexuality to his or her own bodiness.

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