Title: The Themes of Consumerism and Social Decay in George Romero's Dawn of the
Dead (1978)
Introduction:
George Romero's Dawn of the Dead, released in 1978, is a seminal film that not only
revolutionized the zombie genre but also served as a scathing critique of consumerism
and the decay of society. Through its horrifying depiction of a zombie apocalypse, the
film delves deep into the themes of consumerism and social decay, exploring the
destructive nature of unchecked materialism and the erosion of human connection. This
essay will analyze the themes present in Dawn of the Dead and discuss their relevance
in the context of the film.
Consumerism as a Driving Force:
One of the central themes in Dawn of the Dead is consumerism, which is portrayed as a
relentless force that drives individuals to mindless consumption. The film is set
primarily in a shopping mall, symbolizing the excessive desire for material possessions
and the hollowness of modern society. The survivors barricade themselves within the
mall, seeking refuge amidst a world overrun by the undead. However, even in the face of
imminent danger, some characters cannot resist the allure of consumerism, as they
mindlessly indulge in the products and comforts available to them. This obsession
reflects a society fixated on material possessions, using them as a means to distract
from the grim reality of the world outside.
The Decay of Social Order:
As the film progresses, the decay of social order becomes increasingly apparent.
Romero portrays the breakdown of societal norms and values, as characters become
consumed by fear, isolation, and selfishness. The survivors' struggle for survival mirrors
the dog-eat-dog nature of a consumer-driven society, where self-interest takes
precedence over communal harmony. The once-ordered mall becomes a battleground,
highlighting the loss of social cohesion and the dehumanizing effects of consumerism.
The zombies, who mindlessly roam the mall seeking to satiate their insatiable hunger,
serve as a metaphor for the mindless masses driven solely by their desires.
The Loss of Humanity:
Another significant theme in Dawn of the Dead is the loss of humanity in the face of
consumerism and societal decay. The survivors are constantly confronted with the
brutality of the world around them, and their struggle to retain their humanity becomes
increasingly challenging. The film explores how the pursuit of material possessions can
dehumanize individuals, turning them into mere consumers devoid of compassion and
empathy. The protagonists are forced to make difficult moral decisions as they confront
the horrors of the undead and the deteriorating state of society, highlighting the fragile
nature of humanity in the face of overwhelming chaos.
Escapism and its Consequences:
Romero also critiques the escapist tendencies of society, as the survivors attempt to
create an illusory haven within the confines of the shopping mall. By isolating
themselves from the outside world, they seek to shield themselves from the harsh
realities of the apocalypse. However, this escapism ultimately proves futile, as the
zombies eventually breach the mall, reminding the characters that they cannot escape
the consequences of their actions and the crumbling society around them. The film
suggests that true salvation lies not in the pursuit of materialism but in confronting the
deeper issues plaguing society.
Conclusion:
George Romero's Dawn of the Dead remains a landmark film that tackles the themes of
consumerism and social decay with brutal honesty. Through its depiction of a zombie
apocalypse within a shopping mall, the film serves as a scathing critique of modern
society's obsession with material possessions. It highlights the destructive nature of
unchecked consumerism and the erosion of human connection, urging viewers to
reflect on the consequences of an increasingly materialistic and morally bankrupt world.
Even after several decades, the film's themes remain relevant, urging us to reevaluate
our values and strive for a more compassionate and sustainable society.