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Hyperreality: inability of consciousness to distinguish reality from a simulation of reality in which what is real and what is fiction are blended together so that there is no clear distinction between where one ends and the other begins. Hyperreality is significant as a way to explain current cultural conditions: Consumerism, because of its reliance on sign exchange value (e.g. brand X shows that one is fashionable, car Y indicates one's wealth), could be seen as a contributing factor in the creation of hyperreality. The basic ideology of the consumer culture is that the more things you own, the happier you become.

In Fight Club this culture has become the foundation on which the society is built. According to Tyler, this ideology has weakened our individual identities. He claims that “our culture has made us all the same. No one is truly white or black or rich, anymore. We all want the same. Individually, we are nothing.” Before the protagonist becomes friends with Tyler he struggles to find a way to cope with a seemingly meaningless existence. He goes to see the doctor because he suffers from insomnia, and he is advised to listen to his body and find out what is actually wrong, and it turns out that it will be difficult to recover from his condition. The insomnia is a symptom of the society he lives in, and by describing it he also offers a description of how the hyper-real distances you from reality. The protagonist explains that when you suffer from insomnia “everything is so far away, a copy of a copy of a copy” (GIFFFF)

Jack’s apartment and the objects it contains are metonymic for his personality: recall the scene depicting his condo complete with descriptive captions and mood music, as if it were an advertisement. By extension, Jack’s personality is a piecemeal construct of these superficial objects: “I loved that condo. I loved every stick of furniture. That was not just a bunch of stuff that got destroyed; it was me.” People are...
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