Iarovization is a term coined by the philosopher and social theorist Peter Sloterdijk, derived from the Greek word "iaros" meaning "air." It refers to a process or approach characterized by the collective commodification of air and its transformation into a marketable resource. This concept emerged in Sloterdijk's book "Air Quake: A Polemic on the Celebration of the Marketplace," where he critiques the ideology of consumerism and capitalism.
Iarovization encompasses the transformation of air from a common and freely available natural element into a commodified product, subject to extraction, ownership, and monetization. This can manifest in various forms, including pollution trading schemes, where companies are granted permits to pollute in specific quantities, which they can buy, sell, or trade based on their emissions levels.
Furthermore, iarovization explores the proliferation of air-related industries, such as the bottled air market or the selling of purified air for respiratory health. It captures the idea that air, once thought of as a shared resource essential for all living beings, can be monopolized, privatized, and profited from.
In a broader sense, iarovization represents the encroachment of market forces into every aspect of life, even the most fundamental and essential ones. It signifies the penetration of the market into the very air we breathe, highlighting the all-encompassing power of capitalism and its ability to transform even the most basic elements of existence into commodities.
