Identity In Don Delillo's White Noise

Amongst the technological advancement and growing mass production in post-modern America, the movement towards a consumerist driven society was inevitable. However, Don DeLillo, in White Noise, undermines the role of consumerism by portraying that this particular aspect of society distorts reality and manipulates the perceptions of people. DeLillo, through the Gladney family, proves that consumerism is a way of life that dictates the social, physical, and emotional choices that an individual makes. Consumer culture causes Jack and Babette Gladney to lose their individuality, making them a part of a collective group in which their sense of self remains meddled. It is through their fear of isolation, displacement and death that Babette and Jack finally experience a renewed sense of identity. Jack lacks individuality;

Murray in the market remarks: “Everything is concealed in symbolism, hidden by veils of mystery and layers of cultural material.” (DeLillo 37) Murray acknowledges the depth and facts that remain hidden beneath labels, and the ways in which this influences the self. By trying to adapt Hitler’s essence, Jack is not creating a personality for himself; rather he is hiding beneath the image of Hitler. Wilcox argues that advertisement slogans, brand names and symbols are mere eruptions in the narrative, which hint at a new form of subjectivity dictated by the media.(348) Jacks viewpoints and behaviour are influenced by the above “eruptions,” they are not personal held beliefs. In addition, Jack is quick to change his name to J. A. K. Gladney by adding an extra initial. DeLillo attempts to shed light on the issue of how one allows oneself to be eluded by things that appear to be attractive on the surface. Jack states that Babette believes the name change gives him “dignity, significance and prestige.” (17) However, this is Jacks method to