LULUT LAKSITA PRATIWI, 2211413014 (2020) IDENTITY CONSTRUCTION OF CONSUMER CULTURE IN ELLIS’ AMERICAN PSYCHO. Under Graduates thesis, Universitas Negeri Semarang.

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Abstract

Consumers tend to buy products and services based on their symbolic meaning in today’s consumption phenomena, not for their utility. Their purchases are made to improve their social status and identities. This study reveals that Patrick Bateman uses symbols and meanings in products and services to construct his identity. It is descriptive qualitative research that uses a cultural studies by finding the languages related to the consumer culture to understand the consumption that becomes a culture that contributed to the constructing identity. Observation sheets are used as the research instrument, while the data collection is based on the library research. This research results in several findings: 1) The emergence of consumer culture as the effect of the explosion of mass media consumption, objects of consumption, and services. Also, in consumer culture, women are objects treated as inanimate objects. In American Psycho, the characters use products, services, and women as satisfaction sources. 2) Consumer culture indirectly forces Bateman to construct his identity shaped by certain groups’ standards formed by markets/capitalist manipulation. And then, it obscures his true identity.

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