The Paradox of Environmental Identity in the Context of Consumerism: The Material Landscape and Social Psychological Vanity Mechanism in Fitzgerald's The Great Gatsby

Abstract

This article focuses on the construction of material landscapes in F. S. Fitzgerald's The Great Gatsby and the profound socio-psychological mechanisms behind them, revealing the paradoxical dilemma of individual identity construction within a consumerist culture. Through a detailed analysis of material symbols such as the geographical space of East and West Egg, Gatsby's lavish parties, clothing, cars, and mansions, the article explores how these symbols became central vehicles for class division and identity performance in 1920s American society. The study finds that Gatsby's carefully constructed identity as "Jay Gatsby" is deeply rooted in his extreme possession and display of material symbols, aiming to achieve social class mobility and win back Daisy through consumption. However, this identity, solely supported by material possessions, is inherently fragile and illusory. Daisy's ultimate choice, and Gatsby's tragic ending, cruelly expose the powerlessness of material symbols in transcending entrenched social class barriers. More profoundly, Gatsby's identity performance is caught in an endless "symbol chase": the more he attempts to affirm himself and reach his dreams through the accumulation and display of material possessions, the more his true self becomes obscured and alienated by the complex symbols, ultimately leading to complete loss of identity and disillusionment. The novel profoundly criticizes the alienating effect of the material landscape on individual identity under the logic of consumerism, revealing that identity construction strategies centered on material possession ultimately lead to self-dissolution and spiritual emptiness, and provides a lasting warning for understanding identity anxiety in contemporary consumer society.