Masculine Violence as a Product of Consumerism

“In these days consumerism is affecting our daily lives.  It has a real impact on the acts and choices made by all individuals. Consumption feeds the society and makes the economy grow. Every single individual contributes to the increase of this consumerism phenomenon, even in being in opposition to it.   In fact, the film Fight Club directed by David Fincher shows the schizophrenic rebellion of an ordinary individual of the 1990s who  creates a Fight Club which brings men together to fight and ultimately to destroy the consumer oriented society. The concept of David Fincher offers a possibility to demonstrate a form of rebellion against consumerism and explore the power of violence in masculinity that delivers to the audience how consumerism is a huge monopoly in life.
Violence has been a precious weapon of masculinity for many years because it put men in a superior position, but in Fight Club its considered a defensive act.  Like Tough Guise directed by Sut Jhally demonstrated that men need to affirm their strength, their independence and of course their masculinity in order to assure their status in the society by exhibiting violence in different situations, and  their violence is expressed differently depending on their social situation. Men use violence to affirm or establish their masculinity and to be respected by others. Meanwhile, society avoids violence, even though the media highly portrays the tough guys, and diminishes mens characteristics by reducing them to the same level as women which deteriorates their manhood. In other words, society is erasing their identities. By the way, the stakes of the several fights in Fight club reveal the mens desire to raise their bodies that the society of consumption had drowned in a deep slumber. In order to guard against the emptiness and transparence of their existence, against boredom, shallowness, and emptiness of a shifting consumer culture, (Henry Giroux), th… “