The Fear of Death and the Lack of Identity

Jack lacks any fundamental sense of self and is has to resort to this cultivated image particularly in times of distress. He hides behind his status as if it will literally protect him from a chemical exposure. This lack of identity is intimately tied in with his fear of death he's cling he's grasping onto this constructed sense of self but it's really hollow. When he looks into it he sees his own mortality and it terrifies him. The book weaves together the consumer culture with the fear of death and lack of identity.