Analysis Using Commodity and Culture Fetishism on

By: Rizka Agustina - 1100037566

INTRODUCTION
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 Tiffanys Cultural studies analysis

Problem Formulation


What are the evidences that show Holly fetishizing Tiffanys? What are the factors behind Holly fetishism of Tiffanys reflected in Breakfast at Tiffanys through cultural studies approach? The cultural studies interdisciplinary in this thesis consists of Karl Marxs 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 Tiffanys movie Limitation: the character of Holly Golightly

Goals and Function



Goals: To find out the evidences that show Holly fetishizing Tiffanys, the factors behind Holly Golightlys commodity and culture fetishism of Tiffanys and the meanings behind Tiffanys symbolization Function: The analysis on commodity and culture fetishism in this thesis can 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 Tiffanys movie. Choosing theoretical background for the analysis: - Karl Marxs 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 the problem. Re-reading and revising the analysis.

Drawing conclusion to answer problem formulation of the thesis.

ANALYSIS
Evidences Showing Holly Fetishizes Tiffanys


The opening scene of the movie

Holly mentions Tiffanys as her goal in life and she thinks that Tiffanys is the safest place. Holly believes that Tiffanys has the power that can cure her mean reds. The things are apparent from the dialogue below:
Holly: Poor old cat. Poor slob. Poor slob without a name. I dont have the right to give him one. We dont own each other. We just met one day. I wont own anything, until I find a place where me and things go together. Im not sure where it is, but I know what its like. Its like Tiffanys Paul: Tiffanys? You mean the jewelry store? Holly: Thats right. Im crazy about Tiffanys. Listen! You know those days when you get the mean reds? Paul: You mean, like the blues? Holly: The blues are because youre getting fat, or its been raining too long. Youre just sad. Thats all. The mean reds are horrible. Suddenly youre afraid, and you dont know what youre afraid of. When I get it, what does any good is to jump into a cab and go to Tiffanys, calms me down right away. The quietness and he proud look. Nothing very bad could happen there. If I could find a real-life place like Tiffanys, then Id buy some furniture and give the cat a name. (00:07:39 00:08:56)

Fred is surprised to see Hollys apartment and thinks that she is just moved in since there isnt much furniture there. (00:07:08)

Factors Behind Hollys Fetishism of Tiffanys

Karl Marxs 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 I dont give a hoot about jewelries, except diamond like that.

What impresses Holly the most in Tiffanys is the diamonds. Tiffany diamond jewelry is fetishized by Holly because it has high exchange value. 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. Kaplan

Fetishism strategy is a powerful defense that can be evoked, whenever there is a need to exercise control over what is experienced as an enigmatic and uncontrollable force.

> The uncontrollable forces upon Holly are the mean reds and Holly economic condition. > Loiuse also wrote:
Our daily live are permeated by the culture of fetishism that substitute material objects for spiritual value, that captivate our attention with glittery foregrounds in order to push more troubling and potentially traumatic meaning into the background, shadows and margins, where we can barely detect them, where they can haunt us invisibly and silently.

> By fetishizing Tiffanys, Holly fulfills her spiritual value and escapes temporarily from her troubles, in the form of uncontrollable forces upon her.

Jann Matlock
In cultures of fetishism, fetish is an object that helps to conserve and strengthen a fantasy about presence, despite of all the facts that say the other way or absence. So fetish is actually an illusion. > Tiffanys 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 Tiffanys is just an illusion.

Sigmund Freud
The 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.

Tiffanys Symbolization


Extravagant Taste and Golden Opportunities

> Tiffanys history background > Tiffanys 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 Tiffanys and planning to marry man whose social status is higher than her.

A Move for Higher Social Status

As society moves uptown, Tiffany moved uptown > Tiffanys 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 Tiffanys.

CONCLUSION
1. The Evidences that shows Holly Fetishizes Tiffanys are: the opening scenes where Holly is having breakfast in front of Tiffanys, Holly confession saying Tiffanys is her life goal and she believes that Tiffanys has the power to cure her mean red. 2. Factors behinds Hollys Fetishism of Tiffanys are: - High exchange value of Tiffany diamond jewelry - The fact that Holly fetishizes Tiffanys to fulfill her spiritual value and escapes temporarily from her troubles, in the form of uncontrollable forces upon her - The fact that Tiffanys becomes the object that helps Holly to converse and strengthen a fantasy about owning Tiffany jewels - Poverty as physiological restraint she experienced in her growth period. 3. Tiffanys Symbolization In The Movie - Extravagant Taste and Golden Opportunities - A Move for Higher Social Status