This research discusses self image construction of Rebecca’s character in The Secret Dreamworld of a Shopaholic (2000) novel by Sophie Kinsella. The research uses qualitative method with descriptive analysis. To support the analysis, the writer uses theory of consumer society by Jean Baudrillard to find out the sign value exchanged by Rebecca in her consumption activities. This study aims to analysis how Rebecca as the main character constructs her self-image through consumption behavior that cannot be separated from power or ideology that determines lifestyle and consumption in a consumer society. The writer finds out that Rebecca tries to construct her self-image by consuming a high-class lifestyle such as living in expensive flat, going to luxury malls, visiting famous museum, eating at luxury restaurants and shopping at well-known and branded fashion stores. Through the lifestyle and branded fashion that she consumes, Rebecca earned sign value for constructing her image as a popular girl, a smart and broad-minded career woman, and a fashionable high class woman. Then, the results show that Rebecca's efforts in constructing her self-image are influenced by power or ideologies, namely the ideology of capitalism, consumerism, materialism, hedonism, and patriarchal ideology. These ideologies are related to each other in the consumption that Rebecca does in her attempt to construct her self-image

BSI21053

SKR BSI 21053

Perpustakaan FAH

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