analysis using commodity and culture fetishism on breakfast

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Analysis Using Commodity

and Culture Fetishism on

By:

Rizka Agustina - 1100037566



INTRODUC TION

Background of the Study

Some people love and even worship particular thing.

Fetishism definition

Some people also might fetishize particular brand or store.

Fetishism in Breakfast at Tiffany¶s

Cultural studies analysis



Problem Formulation What are the evidences that show Holly fetishizing Tiffany¶s?

What are the factors behind Holly fetishism of Tiffany¶s reflectedin Breakfast at Tiffany¶s through cultural studies approach?

The cultural studies interdisciplinary in this thesis consists of KarlMarx¶s fetishism of commodity, culture of fetishism from Loiuse

Kaplan, Jann Matlock and Sigmund Freud.

What does Tiffany symbolize so it becomes meaningful for Holly?

Scope and Limitation Scope: Breakfast at Tiffany¶s movie

Limitation: the character of Holly Golightly



Goals and Function

Goals: To find out the evidences that show Holly fetishizing Tiffany¶s, thefactors behind Holly Golightly¶s commodity and culture fetishism of Tiffany¶s

and the meanings behind Tiffany¶s symbolization

Function: The analysis on commodity and culture fetishism in this thesiscan be applied in other thesis that have similar topic.

Research Methods

Deciding the topic that is most attractive for the writer which is fetishism.

Finding out the right media that reflected the topic well: Breakfast at Tiffany¶s movie.

Choosing theoretical background for the analysis:

- Karl Marx¶s fetishism of commodities- Culture of fetishism from Loiuse Kaplan, Jann Matlock

and Sigmund Freud.



Collecting information related to the analysis from.

Applying the theoretical background and other info to analyze theproblem.

Re-reading and revising the analysis.

Drawing conclusion to answer problem formulation of the thesis.



ANALYSIS

Evidences Showing Holly Fetishizes Tiffany¶s

The opening scene of the movie



Holly mentions Tiffany¶s as her goal in life and she thinks that Tiffany¶s is thesafest place.

Holly believes that Tiffany¶s has the power that can cure her ³mean reds´.

The things are apparent from the dialogue below:

Holly: ³Poor old cat. Poor slob. Poor slob without a name. I don¶t have the right to give himone. We don¶t own each other. We just met one day. I won¶t own anything, until I find a placewhere me and things go together. I¶m not sure where it is, but I know what it¶s like. It¶s likeTiffany¶s´

Paul: ³Tiffany¶s? You mean the jewelry store?´

Holly: ³That¶s right. I¶m crazy about Tiffany¶s. Listen! You know those days when you getthe mean reds?´

Paul: ³You mean, like the blues?´

Holly: ³The blues are because you¶re getting fat, or it¶s been raining too long. You¶re just

sad. That¶s all. The mean reds are horrible. Suddenly you¶re afraid, and you don¶t know whatyou¶re afraid of. « When I get it, what does any good is to jump into a cab and go to Tiffany¶s,calms me down right away. The quietness and he proud look. Nothing very bad could happenthere. If I could find a real-life place like Tiffany¶s, then I¶d buy some furniture and give the cat aname.´

(00:07:39 ± 00:08:56)



Fred is surprised to see Holly¶s apartment and thinks that she is just moved in since there

isn¶t much furniture there. (00:07:08)



Factors Behind Holly¶s Fetishism of

Tiffany¶sKarl Marx¶s Fetishism of Commodities

> A commodity has both use value and exchange value. In fetishism of

commodities, a commodity is valuable because of its exchange value that can

be measured with money or price. High exchange value is a result of long

duration of labor time expended in the production process.

Holly says ³I don¶t give a hoot about jewelries, except diamond « like that. «´



What impresses Holly the most in Tiffany¶s is the diamonds.

Tiffany diamond jewelry is fetishized by Holly because it has high exchangevalue.

Social character of men labor appears to Tiffany diamond jewelry as an

objective character stamped upon the product of that labor .



Cultures of Fetishism

Louise J. Kaplan³Fetishism strategy is a powerful defense that can be evoked, whenever

there is a need to exercise control over what is experienced as an enigmatic anduncontrollable force.´

> The uncontrollable forces upon Holly are ³the mean reds´ and Hollyeconomic condition.

> Loiuse also wrote:

³Our daily live are permeated by the culture of fetishism that substitute

material objects for spiritual value, that captivate our attention with glitteryforegrounds in order to push more troubling and potentially traumatic meaninginto the background, shadows and margins, where we can barely detect them,where they can haunt us invisibly and silently´.

> By fetishizing Tiffany¶s, Holly fulfills her spiritual value and escapestemporarily from her troubles, in the form of uncontrollable forces uponher.



Jann Matlock

³In cultures of fetishism, fetish is an object that helps to conserveand strengthen a fantasy about presence, despite of all the facts that

say the other way or absence. So fetish is actually an illusion.´

> Tiffany¶s as the jewelry store becomes the object that helps Holly to

converse and strengthen a fantasy about presence, or fantasy of owning

Tiffany jewels.

> Her fetish of Tiffany¶s is just an illusion.



Sigmund Freud³The tendency to practice fetishism is a primitive and universal

attribute that may be caused by physiological restraint people experienced

in their growth period.´

> Holly and hr brother Fred lived with poor people before Holly married to

Doc Golightly when she was 14.

> Holly tends to practice fetishism because of poverty as physiological

restraint she experienced in her growth period.



Tiffany¶s Symbolization Extravagant Taste and Golden Opportunities

> Tiffany¶s history background

> Tiffany¶s historical background is similar to Holly condition.

> Holly has extravagant taste apparent in her stylish appearance.

> Holly is never able to save her money but puts huge admiration and

imagination to Tiffany¶s and planning to marry man whose social status

is higher than her.



A Move for Higher Social Status³ As society moves uptown, Tiffany moved uptown´

> Tiffany¶s reflects high social status.

> Holly Golightly used to be a poor girl named Lula Mae.

> Lula Mae runs away to New York, change her name into Holly Golightly and

transforms her appearance into a stylish and classy woman.

> Holly dreams to move uptown like Tiffany¶s.



CONCLUSION

1. The Evidences that shows Holly Fetishizes Tiffany¶s are: the openingscenes where Holly is having breakfast in front of Tiffany¶s, Holly confessionsaying Tiffany¶s is her life goal and she believes that Tiffany¶s has the power to cure her mean red.

2. Factors behinds Holly¶s Fetishism of Tiffany¶s are:

- High exchange value of Tiffany diamond jewelry

- The fact that Holly fetishizes Tiffany¶s to fulfill her spiritual value andescapes temporarily from her troubles, in the form of uncontrollable forcesupon her

- The fact that Tiffany¶s becomes the object that helps Holly to converse andstrengthen a fantasy about owning Tiffany jewels

- Poverty as physiological restraint she experienced in her growth period.

3. Tiffany¶s Symbolization In The Movie

- Extravagant Taste and Golden Opportunities

- A Move for Higher Social Status

analysis using commodity and culture fetishism on breakfast

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