A zeitgeist or desiring-production term proposed by French Marxist Criticism and activist Debord, Guy as the appropriate designation for the latter half of the twentieth century in which the process of alienation had achieved its nadir. Whereas earlier Marxists had been concerned that the process of commodification had brought about a generalized shift in social ontology away from being towards having, Debord argues that things had in fact gone still further, so that having has been replaced by appearing. What is at stake here is of a higher order than the problem of image saturation which