The Consumer Society and the urge of Counterculture in Chuck Palahniuk's fight club

Diningrat, Raka Cahya (2024) The Consumer Society and the urge of Counterculture in Chuck Palahniuk's fight club. Sarjana thesis, Universitas Islam Negeri (UIN) Sunan Gunung Djati Bandung.

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Abstract

The purpose of this research is to find out identification about the narrative of consumer society and to reveal the examination about the counterculture narrative in Chuk Palahniuk’s Fight Club. This research used qualitative method; the data of the research were taken from narrative novel. They were classified by using Bauliard’s theory (1984) for consumer society and Herbert Marcuse’s theory (1993) for counterculture. The findings of the research show the novel explores the intersection of consumerism and violence, with Fight Club providing an outlet for the aggressive rejection of consumer values. Destruction takes center stage as a liberating act against the conformist grip of consumer society. The Fight Club, with its ritualistic destruction of consumer goods, becomes a symbolic rebellion, offering participants an avenue to reclaim their identities and autonomy. Tyler Durden's anti-consumerist philosophy becomes a guiding ethos, criticizing advertising, corporate influence, and the relentless pursuit of material wealth. The novel's exploration of destruction as a form of liberation underscores its counter-cultural ethos. The ritualistic destruction of consumer goods within Fight Club serves as a symbolic act of rebellion against the conformist dictates of consumer society. The characters find empowerment through the act of dismantling the very symbols of their enslavement to materialism. Palahniuk's narrative also delves into the seductive allure of consumer culture and the subsequent disillusionment that follows. Characters navigate a world where the pursuit of material happiness ultimately leads to a sense of emptiness. The novel critiques corporate influence, advertising, and the commodification of human identity within the broader context of consumer culture.

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