Media, Information and Technoculture 2151A/B Lecture Notes - Lecture 9: The Man Your Man Could Smell Like, Iron John, Neoshamanism
3 Apr 2017
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Lecture nine marketing to mad men ii. Fight club: grappling with the fear of the dandy through confirming masculinity. He is domesticated, and becomes a slave to the consumer lifestyle. Durden represents the assertion of aggressive masculinity in the face of the feminized male consumer. Home and ownership are central to the act of consumption: having a home puts you in constant consumption, competitive consumption, being well established in a domestic space propels consumerism. 45: a doorman to a condo says most young people today try to impress the world by buying too much stuff , the phone rang in tyler"s rented house on paper street. There is a huge contrast narrator living in a guarded apartment, tyler"s home is a rental in a toxic waste part of town. Durden"s philosophy of anti-ownership: luxury is not permanent, durden attacks the nesting impulse of the narrator: fuck martha.
