Gollumization

“Gollum is a creature created, and ultimately consumed by, the One Ring. Smeagol, the ordinary living being with a single fatal flaw, is transformed into a pure pattern of addictive consumption. He sustains the ring through its lost years, and is sustained by it. If it weren’t for the spirit-like remnants of Smeagol in his character, Gollum would be no more than a dead finger defined entirely by the ring, a ring-wearing appendage. The ring only allows the ghost of Smeagol to persist because it brings with it the capacity for cunning, deception and trickery, which it needs to further its own objectives. The ring itself though, remains unchanged by Smeagol-Gollum, even as it transforms and consumes him. It is important to note that the One Ring does not actually destroy Gollum till its own end is imminent; it keeps Gollum alive to serve. I want to offer you this thought as a starting point for understanding Gollumization: consumerism is not about humans consuming products. It is about products consuming humans.” -Ribbonfarm