It’s the tenth anniversary of the movie Fight Club, the one where Brad Pitt stars as an all-knowing anti-advertisement communist who makes ‘hitting the bottom’ looks cool enough.
I’m a fan of this mind-twisting flick, simply because it conveys a meaningful message, the message that strikes through our unconscious stream of societal standards, peer regulation and the recycle bin of rationalism.
White-collar working class is manipulatable.
I’m sure ‘manipulatable’ isn’t a word, but then we can easily manipulate the fact so that you’ll believe it is.
If desk-cubicle-photocopy-coffee is your everyday combo, is it possible that..
- You want to work someplace else, but your needs strapped you tight with your current company.
- You always wanted to look for a higher salary, but but you can’t risk your current paycheck.
- You’re always on the hunt for newer fashionable stuff and swap your cell phones faster than your underwear.
- Your monthly financial commitments (loan repayments, gym etc.) leaving you eating less than what you desire.
- You don’t own any real estate property.
If most of those things sound like your cake, then you’re working in a job you hate buying things you don’t need….therefore:
Advertising is your Buddha.
Advertising tells you what to buy and how to wear and when to snort. If you don’t fall for it, your peers and your family will. If you refuse to oblige, they will judge you. If you won’t comply, they’ll force you to confirm.
Together, you’re subjected to a social standard, set as a result of cumulative hallucination by advertising that collectively targets all the people in your life, making a large peninsular of opinion that you must attach your tiny island of personality to. As a result, you will confirm to this standard, and embrace advertising as your divine orientation.
Is this bad for you? Not really.
You are not special. You’re not a beautiful and unique snowflake. You’re the same decaying organic matter as everything else. We’re all part of the same compost heap. We’re all singing, all dancing crap of the world.
-Tyler Durden, Fight Club
So you’re just fulfilling your role, in style. Still, unlike what the movie tries to tell you, you have choices. Be a slave of advertising- or subject yourself to the communist. In a way, apart from they both consider Che’ Guevara cool, they both will make you feel stupid.