This chapter initially tackles the story of No Impact Man in an effort to present a real-life version of the novelty without waste, or gain without risk ideology; a behavior which can be understood through Ulrich Beck’s theory of second modernity. According to Beck, the decisive shift between the two modernities entails a transition of cultural logic from wealth distribution to risk distribution. Under the first modernity, the past determines the future; in the risk society however, the present is (over)determined by the future. The chapter cites Fight Club, both the novel and the film, and Richard Powers’ novel Gain in presenting a dichotomy: the former depicts how the individual is fragmented by commodity culture, while the latter argues that the role of the consumer in the corporation is damage, involvement, and exposure to risk.
Minnesota Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
If you think you should have access to this title, please contact your librarian.
To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.