The tertiary economy arises with the entrepreneur and capitalism. It is based on ‘equivalent’, i.e. ‘fair’ exchange, which is normative. Power arises from relative productivity, relative monopoly over a needed good, and from the wage relationship which creates dependence. Social groups are loose, and wants are determined by advertising and mimetic desire. Cooperation is no longer correlated to belonging. Relationships are impersonal.

And in particular this fragment: “wants are determined by advertising and mimetic desire”. The fact that wants are determined primarily by mimetic desire is the core of the mimetic theory – maybe what you meant is really ‘mimetic desire (=wants) is determined by advertising’?

I can’t find any statement which would indicate that I hold that opinion? Can you point it out to me? I do not speak of mimetic desire, but of the market based on the self-interest of both transactional partners, without structural regard for external effects (though such effects may be beneficial, and partners may be individually concerned)

Michel