| Abstrakt: |
The world today is on the verge of exhaustion in terms of content and meaning. The production, marketing, and imposition of products and goods around us make their presence felt more than before. In other words, production, abundance and consumption have captured the subject situated at the center of the world. The media and advertising industry advertise and market necessary and unnecessary needs and demands to the subject through the technologies it operates. These industries dictate new lives, lifestyles, desires, and a sort of zeitgeist to the subject through commodities; for the subject, there is now 'too much of anything'. Whereas these industries supposedly saturate and satisfy the subject with invasive and deceptive content, such content only triggers dissatisfaction rather than satisfying it, eventually transforming the subject into emptied commodities. This article examines how the subject identifies with the commodities that he/she consumes, and how he/she transforms into the commodities as long as he/she consumes. Don DeLillo's White Noise (1986) will give the reader some concrete examples in this regard. This article will thus look into how the feminine and masculine subject in the barren contemporary world have become exhausted and turned into mute commodities. [ABSTRACT FROM AUTHOR] |
