Although Al-e Ahmad’s distinction between East and West is rooted in political economy, his project is ultimately an exercise in the critique of ideology. By consuming Western products, Iranians are participating in a system that leads to both economic dependence and cultural dissolution. In consuming commodities, the Iranian bourgeoisie fails to recognize the underlying social relations of production that such consumption is reinforcing. In other words, westoxification is a form of commodity fetishism, but its effects are amplified by the geography of uneven development. For Marx, the commodity form disguised the way that surplus value was created though the expropriation of workers’ labor time; for Al-e Ahmad, the commodity now justifies the neoimperial relationship between countries. Western nations benefit both by acquiring raw materials (oil, for example) at advantageous prices and by creating a market for surplus goods.
Margaret Kohn, Political Theories of Decolonization p. 42












