Consumer Identity In Fight Club

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Register to read the introduction… It is a commentary on our ‘lost’ generation. The relationship shows the changes the narrator undergoes throughout the film. The Fight Club has an appeal to the lost generation. The narrator with the help of Tyler Durden founded Fight Club as a way of venting aggression physically through fighting other men. It begins with him fighting Tyler (although he is actually fighting himself) but soon other men want to join and have fights of their own. The men of our generation have been raised to avoid fighting, but suddenly they realize along with the main character, "I just don’t want to die without a few …show more content…
General society has adopted this aspect just the same as society has adopted the consumer identity. Tyler Durden says “We are byproducts of the lifestyle obsession. Murder, crime, poverty, these things don’t concern me. What concerns me is celebrity magazines, television with 500 channels, some guy’s name on my underwear, Rogain, Viagra, Olestra, Martha Stewart.” Tyler describes a life style that is defined by things you don’t need. From here we run into the consumer identity. The consumer identity is the understanding that you are what you buy; you exist to express yourself in material possessions. The goal is to simply look impressive not be impressive, so you can appear to have more money than you really do. In a society that claims the consumer identity, the ultimate sacrifice would be to put your projected reputation on the line. In modern society, this is too risky for many people and that is the main reason why fights are avoided. However, by embracing the idea that you aren’t what you own, you are only what your hands are capable of, you can free yourself of everything you have tried to appear as with every punch you give or take. The fighting is a metaphor for feeling, not promoting physical combat. The narrator states “fight club isn’t about winning or losing. It was about words, when the fight …show more content…
Throughout the novel, we can clearly detect the characters desires to belong as dictated by the social religious hierarchy of the renaissance drawn out by the church and king in the form of the chain of being. According to Shakespeare text and his context, everyone has their rightful place. If one place is altered or disturbed, there is chaos and anarchy. Hence, ‘As You like It’ is a reaffirmation of the chain of being where Duke seniors dukedom has been altered by his younger brother Frederick, and this causes the chaos that leads to many of the characters fleeing to the place they belong to into the

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