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This text examines the influence of the new market economy on relations between the subject and its world. We show that the new market economy breaks up the enigmatic dimension in the relation to the Other and allows a direct connection with objects to the detriment of a relation based on speech. From this point of view, we can see that the fading of the father function is something other than a loss of power, and we also see that the crowd can be a modern incarnation of the Other. From these considerations about our new world, we introduce some observations about the use of objects as signifiers, i.e., as representatives of the subject.