Introduction Chuck Palahniuk's Fight Club and David Fincher's film adaptation are, at their heart, studies in the relentless search for one's identity, the intrinsic alienation in the inner struggle to discover oneself, to conform to popular consumerism, ultimately, the destruction of said consumerism. Not a single scene in Fincher's adaptation is without a cup of coffee, presumably the ubiquitous Starbuck brand. (Widmyer) Few mass-marketed products scream societal conformity as much as Starbuck's coffee. The id, ego, and superego inherently display the Freudian reality principle that the self is tempered by experience and consciousness, the civilized part of consciousness that designs plans of action so that one can be a civilized member of society. that is, to be accepted by society. The formation of an accepted societal identity, coordinated with the real world, can only occur if, and only if, there is a controlled and directed id. Freud wrote: “…like a man on horseback, who must master the superior strength of the horse…let the rider try to do it with his own strength while the ego uses borrowed forces. » (Freud 636) Furthermore, Freud writes: “The poor ego goes through an even more difficult period; he must serve three harsh masters, and he must do his best to reconcile the demands and demands of the three... The three tyrants are the external world, the superego and the id. " (Freud) Both the novel and the film depict the ego/superego and the confluence of the outwardly manifested id between the unnamed protagonist Narrator/hero/ego/superego, Edward Norton, and Hollywood's iconic pretty boy, the impeccable casting of Brad Pitt/id, a famously zealous and aloof Yale graduate, and his Doppelganger Pi...... middle of paper ......lahniuk/dp/0393327345/ref=sr_1_1?s. =books&ie=UTF8&qid=1395474163&sr=1-1&keywords=fight+club> .—. The Cult I, the official fan site of CHUCK PALAHNIUK Ed. Dennis Wydmeyer 1999. Web March 28, 2014. .Stevenson, The stages of psychosexual development David B. Freud. Web March 24, 2014. .—.Freud's Stages of Psychosexual Development Ed. George P. Landow May 27, 2001. Web March 25, 2014. .Uhls, Jim Fight Club Los Angeles: Twentieth Century Fox Film Corporation. . Print. March 22, 2014. .Widmyer, Dennis. The Cult I the official fan site of CHUCK PALAHNIUK. 2014. .