Gatsby’s Illusion: Commodification and the Fetishization of Social Relations in the Jazz Age

This study explores F. Scott Fitzgerald’s The Great Gatsby through the lens of Marxist commodity fetishism, examining the novel as a critique of the socio-economic transformations of 1920s America. Fitzgerald captures the socio-economic transformations of post-World War I America, highlighting the rampant materialism and consumerism that characterized the era. The novel critiques the pervasive commodity fetishism through its depiction of characters like Jay Gatsby, Daisy Buchanan, and Tom Buchanan, whose lives revolve around the pursuit and display of wealth. Using a Marxist lens, this analysis explores how commodities in the novel are imbued with symbolic value, becoming markers of social status and identity. Gatsby’s extravagant parties and opulent mansion are not merely displays of wealth but are attempts to gain social acceptance and win Daisy’s affection. Fitzgerald’s portrayal of the Jazz Age underscores the alienation and hollow nature of materialism, as characters experience profound disillusionment despite their outward success. The novel also reflects Theodor Adorno’s theory of reification and culture industry, where human relations are commodified, and reinforced by culture industry, leading to the alienation of individuals. The commodification of friendship and affection is evident in the transactional nature of relationships, as seen in Gatsby’s strategic interactions with Nick and his materialistic pursuit of Daisy. Ultimately, The Great Gatsby critiques the dehumanizing effects of commodification and the illusory nature of the American Dream, questioning the true cost of America’s pursuit of wealth and status. This study argues that Fitzgerald’s work remains a significant commentary on the dangers of allowing material desires to overshadow the intrinsic value of social relations, offering a profound critique of early 20th-century American society.