Throughout the festival, the role of “decommodification” maintains the success of self-reliance but additionally, prompts the presence of alternative trade (Kozinets 2002; Deutsch 2019). This can include traditional barter systems of trading objects, exchanging an intangible item such as conversation for food or other products, branded goods that are subsequently removed from the market by way of free offerings or simply giving them away, and even the careful covering of any branded items from public view (Kozinets 2002; Austin and Fitzgerald 2018). Moreover, art exhibits (as seen in the slideshow) are constructed to analyze the market and consumer internalizations despite their secondary management from the community culture in which forceful protesting is frowned upon as it could be argued to disrupt individual expressive mobility (Kozinets 2002; Austin and Fitzgerald 2018).
Festival Consumption and trade
The provided cost comparison from the burning man website itself exemplifies the placement of commodity discourse surrounding the event as organizers must defend price increases (Burning man n.d.).
For this reason, components that commonly receive public criticism like the expensive cost of the ticket itself, the difficulty of expanding the festival which requires a more commodified systems (especially when ensuring the disposition of a celebratory event), and the questionable commitment towards permanent change, dismiss the underlying purpose of “Burning Man” (Kozinets 2002; St. John 2017; Deutsch 2019). As observed within the burning of the central wooden effigy, the refusal of market-based consumption allows participants to further engage in anti-materialism as members discard items or emotions into the fire and provide a momentary release from these beholding structures (Helm et al. 2015; Kozinets 2002). Accordingly, it is the rejection of the attachments and social understandings associated with consumer relationships that provoke the release from existing societal structures, as well as the identity transformations that I will discuss on the next page (Austin and Fitzgerald 2018; Kozinets 2002; St. John 2017).
The presence of fire is observed throughout the festival and is utilized as a customary, as well as material folklore component that maintains the lack of physical attachments during the experience (Kozinets 2002; Sims and stephens 2011).
As folklore can transform institutional normalcies decided by established or dominant figures of power, one must understand the general role of consumerism within everyday Western life to recognize the significance of its removal and subversion in the “Burning Man” festival (Sims and Stephens 2011). Author Gilbert (2008) illustrates the intersectionality of consumerism as market success benefits the capitalist structure in which it subsists leading to widespread oppression and through this same vein, presents an overwhelming sense of “authority” over individual decision-making. The result of distrust and slow separation from consumerism is not singular to the event or even committed participants like “Burners” as the global attitude towards “business” is limited to only 61% of all people exhibiting a positive view (Helm et al. 2015).
Relationship to Western Market Attitudes
Interview with event Co-founder larry harvey
While the entire clip does not concern consumerism, the thriving of creative forms is seen as a product of escaping a "mediated world" relating to the lack of choice within a consumerist world (gilbert 2008)
Hence, the “breath of fresh air” expressed by participants could be the normal result of relinquishing the shared stress and anxiety correlated with the pressure of advertisements or having to choose amongst overabundance (Deutsch 2019; Gilbert 2008). In light of the majorly financially secure status of attendees (as a small number of tickets are discounted for lower-class individuals), they not only are able to re-evaluate their identity without the loom of consumer narratives but those questioning market intentions are able to prompt significant change (Gilbert 2008; Helm et al. 2015). Therefore, these common “attitudes” can translate to considerable structural solutions if a larger number of people commit to sustainable lifestyles, making themselves untouchable by corporate manipulation and through the guise of “Burning Man”, willing to foster uninterrupted individuality (Austin and Fitzgerald 2018; Gilbert 2008; Helm et al. 2015).