Steven Shaviro

Every commodity has a fetishistic aura…In the same way, each of us has an aura that exceeds – and does not coincide with – our own consciousness or experience… My aura is not my product, however, because it is already myself-as -product, myself as I appear to other people, as I am present in the world as an object of exchange. My aura is not an attribute, or a consequence, of anything that I actually do. It is independent of my agency, just as it is inaccessible to my awareness. My aura is an expression of how I am “famous for being famous…”