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;

consumerism and materialistic goods that he owns define much of his sense of self. For example, Jack, as a professor of Hitler studies, finds it necessary to alter his image, at the suggestion of the chancellor, in order to come across as sellable. Jack lacks a sense of self; hence, he is quick to act on this suggestion. He immediately alters his image, and changes his name. Leonard Wilcox stresses: “Any notion of an essential identity is all but erased in this realm of free-floating signifiers and stimulation.” (352) DeLillo illustrates in this scene the ways in which symbols and the superficial can hold more meaning than the real and tangible.

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

allow himself to take on an “other” personality, which can give his life meaning; he is known for running a class on Hitler studies; thus, he must immerse himself within the role that he is portraying. Jack does not dismiss the truth, he is quick to point out that he is borrowing an identity, he says: “I am the false character that follows the name around.” (DeLillo 17) Likewise, in the supermarket, Massingale brings to Jacks attention, the point that Jack looks “harmless, aging, and indistinct,” this offends Jack, and in order to give himself an ego boost, he replaces his feeling of inadequacy with materialistic goods. (DeLillo 83) Purchasing products gives him a sense of power and security, and helps him avoid the reality of his situation, he says: “I began to grow in value and self-regard. I filled myself out, found new aspects of myself, located a person I’d forgotten existed.” (DeLillo 84) Although Massingale brings up a valid point, Jack ignores the truth and tries to compensate for his insecurities by purchasing additional materialistic goods that can reaffirm to him that he has an identity of his own. In actuality, he blends in with the rest of the shoppers in the supermarket. Jack as a part of the consumerist society lacks individuality; he is a part of a collective group. Jack uses this as an advantage to escape his fear of death, throughout the novel. For instance, Jack reassures himself that the air born toxic event will not affect his social class rather it will affect the poor and down ridden. He goes on to say that people in “low-lying areas” experience floods, hurricanes, and tornadoes, and he has never seen a college professor on television suffering from man-made disasters. (DeLillo 114) Here, DeLillo highlights the ways in which buying and accumulating possessions can have a detrimental outcome. Jack believe he can escape death due to his status, which is a reflection of the items that he owns. Karen week argues: “His power in the classroom, where he electrifies students with his presentations of Hitler, does not protect his family or himself from the Airborne Toxic Event, despite its being anomalous, in Jack’s understanding, for catastrophes to strike middle-class professionals.” (292) Additionally, in the scene when the Gladney family evacuates their home and are trapped in the car, Jack finds comfort with the fact that he is not alone in his fear of death. During the novel, Jack often seeks comfort from others to escape his fear of death, which lingers over him. Lastly, Jacks preoccupation with consumer culture is represented through his relationship with his surroundings. While describing the mail carrier, Jack refers to him as an Iranian who drives a Nissan Sentra. (DeLillo 184) Consumer culture does not allow one to dig beneath the surface. Materialistic objects dictate ones identity, and people are content with this scenario. DeLillo describes the ways in which knowledge can be dangerous, causing people to shy away from forming intimate contact with others. Jacks relationship with Babette reaffirms this concept. Denise informs Jack about Babette’s pill taking habit, yet Jack ignores this for a while, up until he begins to notice physical changes in Babette. Because they share similar experiences through television, the supermarket, and via other mediums, Jack feels a connectedness to Babette. Jacks relationship with Babette proves be to be a façade, as Babette does not tell him about the drug Dylar and contrary to what he feels, she does not tell him everything.
Similarly to Jack, Babette also struggles to shape her identity; therefore, she seeks comfort from advertised consumer goods to help define her as a person. Denise complains about Babette’s habit of buying the same food repeatedly from the market and failing to consume it. Denise explains to Steffie that Babette keeps buying the yogurt and wheat germ so she would feel she is obligated to eat it. Denise says, “It’s like she’s trying to trick herself.” (DeLillo7) DeLillo, through this scene, emphasizes the manner in which the supermarket can displace the self. Due to the vast products available, Babette fails to differentiate between what is a necessity, and which is not. The temptation of consumer culture causes this; it is clear that Babette does not want to consume those products; as a result, she constantly wastes the food. She is trying to live up to an image that is a reflection of the consumerist society, but it is not her true self. The products she owns and consumes provide her with an identity; she does not purchase goods based on her preferences. Babette shows frustration towards the concept of consumerism by retaliating against Denise and Steffie, declaring that either she chews gum or smokes or either