Doane claims that for Marx value is based on a purely social social system of exchange. I am unclear why the word "social" is used. In order to put an exchange value on something, Marx believes one must see the commodity in relation to other commodities which consequentially transforms the commodity into the form of signification. The attribution of value to each and every commodity in relation to another, however, seems subjective, individualistic, and far from social. Is it social in the sense that relationships between objects are solely based on human labor to create these objects? Is it social in the sense that the reliance on signification over the commodity itself has become a popular mainstay in the general public? Marx has the idea that the process is based on social value, yet he goes on to claim that the result is a concealment of human contact. The relations between people abiding by the process therefore seem to be the antithesis of "social". Can the phenomenon of exchange value be called social when people become alienated from one another when following it?