Also, Ed Norton's character has no name he is only referred to as the 90's everyman, the IKEA man. The film shows the extensive emphases the consumer-based culture of the 20th century has on individualism and values associated with being a man. Corporations have replaced personal qualities with corporate logos...
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The modern male cannot be anything unless he has certain products in his possession. No longer does one own things, his things own him. The contemporary male is a slave of the IKEA nesting instinct. The main characters absence of a name only exemplifies this; the buying of furniture from IKEA gives the main character (Ed Norton) his identity, without being a consumer the main character would remain undefined and anonymous...
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