II. INTRODUCTION
A science fiction novel written by Philip K. Dick with the title Do Androids Dream of Electric Sheep has thousands of lessons for its readers. The novel talks about the human nature. The story underlines several matters that people may face in their life which reflects on how human lives their life in the future. Starting from people’s dependency to the technologies, the influence of mass media, false religion, consumerism, less empathy, false identity, mind control, and many more. When I read the book, I noted that Deckard, the main character in the novel is living with the idea of consumerism whereby he has an envy feeling for the other people who can afford exotic animals. In the book, people use the real animal to raise their social rank. They buy fancy things even though they do not really need it. Consumerism is the talking point in the novel that will be discussed in this paper along with the main character in the novel, Rick Deckard, a bounty hunter who wants to kill the nexus-6 in order to buy real sheep to impress his neighbours. Consumerism refers to the idea of purchasing goods which is always increasing and it makes people being obsessive about it and feels that their well-being and happiness depends on the obtaining those goods, specially fancy things. In relation, their thoughts is influence by the mass media through the advertisement that. In addition, the meaning of consumerism in the novel is also related to the sense of envy within the community in real life. Normally, self-esteem, prestige, and life style are the internal factors that lead someone to consumerism and competition.
Rick Deckard represents the idea of consumerism that categorize into life standard in the humanity described in the book whereby Rick Deckard is obsessed to consumerism, in this case to buy real animal as by having a real animal is confirming that his social rank is high according to the living standard that exists in that society (Dick, 1968, p. 5). In Indonesia, social competition among the people happens. The society is competing to afford luxuries such as branded goods to increase their social ranks. The worst case is about those who are willing to do anything in order to achieve their goals which includes to lift their social status. The writer found that the subject consumerism and social competition is interesting because it reflects to the lifestyle of the people living in the modern society. Rick Deckard and consumerism in the book showing something similar on how society lives nowadays. Additionally, the question is about what is wrong with our society nowadays, Why society should care about the luxury goods and social competition? . In real life, due to the consumerism, many people are competing to evaluate their social status by buying fancy things. For instance, the latest release of branded bag, clothes, exotic animals, and many more. This shows that people follow the community standard, and using the luxurious goods and exotic animals to confirm their social degree.
II. FINDINGS
Rick Deckard in the book represents the idea of consumerism. The evidences of Rick Deckard and Consumerism can be seen in several chapters of the Philip K. Dick’s book. In the chapter one of Philip's work, it is written that Rick Deckard in the morning thinks to afford a real sheep to replace the fake one that they have (Dick, 1968, p. 3). According to Philip Dick, “"Ever thought of selling your horse? " Rick asked. He wished to god he had a horse, in fact any animal. Owning and maintaining a fraud had a way of gradually demoralizing one. And yet from a social standpoint, it had to be done, ”(5). In here, it shows that Deckard is being envied to his neighbour’s real animal, and he wants to buy the real animal as same as the one belongs to Bill Barbour as the society will be amazed. Furthermore, starting from chapter four until twenty two, in some part of the chapter always mentions having a real and an exotic animal is a centre point of Rick Deckard. As Rick Deckard had completed his mission as a bounty hunter, finally he went to the animal store to afford the real animal, a luxurious goat animal which confirms that buying the correct things is the only way for Deckard to be happy even though he does not really need it. It can be noted on chapter fifteen of the novel whereas Philip Dick, “I own an animal now, he said to himself. A living animal, not electric. ” (Dick, 1968, p. 75).
In addition, consumerism and social rivalry can be found in Indonesian Society mainly the celebrities and socialite groups in Indonesia. Many of the them value more the expensive items, having envy feeling and brag their belongings to the others, which in further leads to competition between them. Competing to buy branded goods, luxurious car, exotic pets. This is reflected in the idea of Consumerism. Subsequently, the majority of them are pleased to do anything to accomplish their dreams, including taking risks. In fact, there is a lot of proof that denotes to the existence of consumerism and social competition within the circle of Indonesian community as well as the elite groups. The first evidence comes from one of Indonesian singer who admitted on an interview session that she previously bought a branded bag just because to preserve her classy status as her surroundings told her to do so (Ari Lasso TV, 2020).
Many of Indonesian community obsessed with hunting the exotic animals (Emerson, 2018). It is proven by how the celebrities and elite exhibit their exotic animals on social media and TV (Detik, 2011). Those pets include Savannah Cat, Sphynx cat, tiger, and many more (Pasha, 2019). On the other side, there are also some people who willing to take risks just for the consumerism and social status. It is demonstrated by several cases. Firstly, case of Indonesia socialite who stole a Louis Vuitton handbag in Melbourne, Australia (Beers, 2020). Another case comes from the issue of prostitutions that often occurred. Then, a teenager that stole a laptop (Liputan 6, 2018). People nowadays and society described in the Philip’s book and nowadays try to follow the standard and trends created in their surroundings. The previous statement raised a question, “why do people should care about it? ”. Perhaps they are lack of self-esteem and confidence which make them afraid to be not accepted by the society. Therefore they follow the trends and standards.
III. DISCUSSIONS
The evidences of the manual Do Android Dream of Electric Sheep? and Indonesian news provided in the findings section has its correlations. The evidences lead to hypothesis that people nowadays and society described in the Philip’s book use luxurious animals and goods to measure their social ranks. Therefore they compete and willing to do anything for it, even families. However, the question is why they should do it? . In the novel, Rick Deckard’s behaviours confirms that he is selfish and greedy for animals with expensive price just to impress his neighbours. Hence, he killed the Nexus-6 androids in order to afford a real animal. It is clearly indicated that Rick Deckard does not care how can he afford his desirable pet, what matter is to buy it as form the social standpoint it has to be done. It means that Rick Deckard indeed attempts to follow the standards in his society.
Over here in Indonesia we can see the same points as written in the Philip Dick’s book, it is about the consumerism and competition in the community. There is considerable celebrities, socialites and elites who have a desire of owning fancy things and exotic pets (Pasha, 2019). This is proven by the news and references provided in the finding session whereby there is a trend and social standard created among them to possess luxurious stuff and pets. For instance, Marion Jola, singer who recognized that she ever bought a branded bag because of her sense of prestige as there is a community standard of owning luxurious things from her surroundings. The other one is a socialite who stole a Luis Vuitton handbag as her surroundings have branded bag as the social standard (Beers, 2020). Furthermore, the trend of owning an exotic pet within the celebrities and elite groups. It can be noted from the YouTube channel of several celebrities. For example, mass media and the YouTube channel that exhibit Irfan Hakim’s exotic pet, Aldabra tortoise, Alshad Ahmad’s Bengal tiger, Raditya Dika’s Sphynx cat, and so much more (Pasha, 2019). This asserts the correlation between the concept of consumerism in the book and Indonesian society whereby people’s envy feeling and prestige resulted them to follow the trends and social standards in order to their social ranks even though in fact they do not really need it.
In conclusion, people's lifestyle nowadays is extremely influential by the mass media, trends and social standard. Many of their lives with the idea of consumerism as they have an envy feeling towards the others. They are obsessing of fancy things and exotic animals, they will not feel good if they did not have it and it is hard for them to be satisfied with all that they have. This show how greedy people are just to impress the public. 
II. INTRODUCTION
A science fiction  
novel
 written by Philip K.  
Dick
 with the title Do Androids Dream of Electric Sheep has thousands of lessons for its readers. The  
novel
 talks about the human nature. The story underlines several matters that  
people
 may face in their  
life
 which reflects on how human  
lives
 their  
life
 in the future. Starting from  
people’s
 dependency to the technologies, the influence of  
mass
  media
, false religion, consumerism, less empathy, false identity, mind control, and  
many
 more. When I read the  
book
, I noted that  
Deckard
, the main character in the  
novel
 is  
living
 with the  
idea
 of consumerism whereby he has an  
envy
  feeling
 for the  
other
  people
  who
 can  
afford
  exotic
  animals
. In the  
book
,  
people
  use
 the  
real
  animal
 to raise their  
social
  rank
. They  
buy
  fancy
 things  
even though
 they do not  
really
 need it. Consumerism is the talking point in the  
novel
 that will  
be discussed
 in this paper along with the main character in the  
novel
, Rick  
Deckard
, a bounty hunter  
who
 wants to kill the nexus-6 in  
order
 to  
buy
  real
 sheep to impress his  
neighbours
. Consumerism refers to the  
idea
 of purchasing  
goods
 which is always increasing and it  
makes
  people
 being obsessive about it and feels that their well-being and happiness depends on the obtaining those  
goods
,  
specially
  fancy
 things. In relation, their thoughts is influence by the  
mass
  media
 through the advertisement that.  
In addition
, the meaning of consumerism in the  
novel
 is  
also
 related to the sense of  
envy
 within the  
community
 in  
real
  life
.  
Normally
, self-esteem, prestige, and  
life
 style are the internal factors that lead someone to consumerism and competition.
Rick  
Deckard
 represents the  
idea
 of consumerism that categorize into  
life
  standard
 in the humanity  
described
 in the  
book
 whereby Rick  
Deckard
  is obsessed
 to consumerism,  
in this case
 to  
buy
  real
  animal
 as by having a  
real
  animal
 is confirming that his  
social
  rank
 is high according to the  
living
  standard
 that exists in that  
society
  (Dick
, 1968, p. 5). In Indonesia,  
social
  competition
 among the  
people
  happens
. The  
society
 is competing to  
afford
 luxuries such as  
branded
  goods
 to increase their  
social
  ranks
. The worst case is about those  
who
 are willing to do anything in  
order
 to achieve their goals which includes to lift their  
social
  status
.  
The
 writer found that the subject consumerism and  
social
  competition
 is interesting  
because
 it reflects to the lifestyle of the  
people
  living
 in the modern  
society
. Rick  
Deckard
 and consumerism in the  
book
 showing something similar on how  
society
  lives
  nowadays
.  
Additionally
, the question is about what is  
wrong
 with our  
society
  nowadays
, Why  
society
 should care about the luxury  
goods
 and  
social
  competition
?  
.
 In  
real
  life
, due to the consumerism,  
many
  people
 are competing to evaluate their  
social
  status
 by buying  
fancy
 things.  
For instance
, the latest release of  
branded
  bag
, clothes,  
exotic
  animals
, and  
many
 more. This  
shows
 that  
people
  follow
 the  
community
  standard
, and using the  
luxurious
  goods
 and  
exotic
  animals
 to confirm their  
social
 degree.
II. FINDINGS
Rick  
Deckard
 in the  
book
 represents the  
idea
 of consumerism. The  
evidences
 of Rick  
Deckard
 and Consumerism can be  
seen
 in several  
chapters
 of the Philip K.  
Dick’s
  book
. In the  
chapter
 one of Philip's work, it  
is written
 that Rick  
Deckard
 in the morning  
thinks
 to  
afford
 a  
real
 sheep to replace the fake one that they have  
(Dick
, 1968, p. 3). According to Philip  
Dick
, “ 
"
Ever  
thought
 of selling your horse?  
"
 Rick asked. He wished to god he had a horse, in fact any  
animal
.  
Owning
 and maintaining a fraud had a way of  
gradually
 demoralizing one. And  
yet
 from a  
social
 standpoint, it had to  
be done
, ”(5). In here, it  
shows
 that  
Deckard
 is  
being envied
 to his  
neighbour
’s  
real
  animal
, and he wants to  
buy
 the  
real
  animal
 as same as the one belongs to Bill Barbour as the  
society
 will  
be amazed
.  
Furthermore
, starting from  
chapter
 four until  
twenty two
, in  
some
 part of the  
chapter
 always mentions having a  
real
 and an  
exotic
  animal
 is a  
centre
 point of Rick  
Deckard
. As Rick  
Deckard
 had completed his mission as a bounty hunter,  
finally
 he went to the  
animal
 store to  
afford
 the  
real
  animal
, a  
luxurious
 goat  
animal
 which confirms that buying the correct things is the  
only
 way for  
Deckard
 to be happy  
even though
 he does not  
really
 need it. It can  
be noted
 on  
chapter
 fifteen of the  
novel
 whereas Philip  
Dick
, “I  
own
 an  
animal
  now
, he said to himself. A  
living
  animal
, not electric. ”  
(Dick
, 1968, p. 75). 
In addition
, consumerism and  
social
 rivalry can  
be found
 in Indonesian  
Society
  mainly
 the  
celebrities
 and  
socialite
 groups in Indonesia.  
Many
 of  
the them
 value more the expensive items, having  
envy
  feeling
 and brag their belongings to the others, which in  
further
 leads to  
competition
 between them. Competing to  
buy
  branded
  goods
,  
luxurious
 car,  
exotic
  pets
. This  
is reflected
 in the  
idea
 of Consumerism.  
Subsequently
, the majority of them are  
pleased
 to do anything to accomplish their dreams, including taking  
risks
. In fact, there is  
a lot of
 proof that denotes to the existence of consumerism and  
social
  competition
 within the circle of Indonesian  
community
  as well
 as the  
elite
 groups. The  
first
  evidence
  comes
 from one of Indonesian singer  
who
 admitted on an interview session that she previously  
bought
 a  
branded
  bag
  just
  because
 to preserve her classy  
status
 as her  
surroundings
  told
 her to do  
so
 ( 
Ari
 Lasso TV, 2020). 
Many
 of Indonesian  
community
 obsessed with hunting the  
exotic
  animals
 (Emerson, 2018). It  
is proven
 by how the  
celebrities
 and  
elite
 exhibit their  
exotic
  animals
 on  
social
  media
 and TV ( 
Detik
, 2011). Those  
pets
 include Savannah Cat,  
Sphynx
 cat, tiger, and  
many
 more (Pasha, 2019). On the  
other
 side, there are  
also
  some
  people
  who
 willing to take  
risks
  just
 for the consumerism and  
social
  status
. It  
is demonstrated
 by several cases.  
Firstly
, case of Indonesia  
socialite
  who
 stole a Louis Vuitton handbag in Melbourne, Australia (Beers, 2020). Another case  
comes
 from the issue of  
prostitutions
 that  
often
 occurred. Then, a  
teenager
 that stole a laptop ( 
Liputan
 6, 2018).  
People
  nowadays
 and  
society
  described
 in the Philip’s  
book
 and  
nowadays
 try to  
follow
 the  
standard
 and  
trends
 created in their  
surroundings
. The previous statement raised a question, “why do  
people
 should care about it? ”. Perhaps they are lack of self-esteem and confidence which  
make
 them afraid to be not  
accepted
 by the  
society
.  
Therefore
 they  
follow
 the  
trends
 and standards.
III. DISCUSSIONS
The  
evidences
 of the manual Do Android Dream of Electric Sheep?  
and
 Indonesian news provided in the findings section has its correlations. The  
evidences
 lead to hypothesis that  
people
  nowadays
 and  
society
  described
 in the Philip’s  
book
  use
  luxurious
  animals
 and  
goods
 to measure their  
social
  ranks
.  
Therefore
 they compete and willing to do anything for it, even families.  
However
, the question is why they should do it?  
.
 In the  
novel
, Rick  
Deckard
’s  
behaviours
 confirms that he is selfish and greedy for  
animals
 with expensive price  
just
 to impress his  
neighbours
.  
Hence
, he killed the Nexus-6 androids in  
order
 to  
afford
 a  
real
  animal
. It is  
clearly
 indicated that Rick  
Deckard
 does not care how can he  
afford
 his desirable pet, what matter is to  
buy
 it as form the  
social
 standpoint it  
has to
  be done
. It means that Rick  
Deckard
  indeed
 attempts to  
follow
 the  
standards
 in his society.
Over here in Indonesia we can  
see
 the same points as written in the Philip  
Dick’s
  book
, it is about the consumerism and  
competition
 in the  
community
. There is considerable  
celebrities
,  
socialites
 and  
elites
  who
 have a desire of  
owning
  fancy
 things and  
exotic
  pets
 (Pasha, 2019). This  
is proven
 by the news and references provided in the finding session whereby there is a  
trend
 and  
social
  standard
 created among them to possess  
luxurious
 stuff and  
pets
.  
For instance
, Marion  
Jola
, singer  
who
 recognized that she ever  
bought
 a  
branded
  bag
  because
 of her sense of prestige as there is a  
community
  standard
 of  
owning
  luxurious
 things from her  
surroundings
. The  
other
 one is a  
socialite
  who
 stole a Luis Vuitton handbag as her  
surroundings
 have  
branded
  bag
 as the  
social
  standard
 (Beers, 2020).  
Furthermore
, the  
trend
 of  
owning
 an  
exotic
 pet within the  
celebrities
 and  
elite
 groups. It can  
be noted
 from the YouTube channel of several  
celebrities
.  
For example
,  
mass
  media
 and the YouTube channel that exhibit  
Irfan
  Hakim
’s  
exotic
 pet,  
Aldabra
 tortoise,  
Alshad
 Ahmad’s Bengal tiger,  
Raditya
  Dika
’s  
Sphynx
 cat, and  
so
 much more (Pasha, 2019). This asserts the correlation between the concept of consumerism in the  
book
 and Indonesian  
society
 whereby  
people’s
  envy
  feeling
 and prestige resulted them to  
follow
 the  
trends
 and  
social
  standards
 in  
order
 to their  
social
  ranks
  even though
 in fact they do not  
really
 need it. 
In conclusion
,  
people
's lifestyle  
nowadays
 is  
extremely
 influential by the  
mass
  media
,  
trends
 and  
social
  standard
.  
Many
 of their  
lives
 with the  
idea
 of consumerism as they have an  
envy
  feeling
 towards the others. They are obsessing of  
fancy
 things and  
exotic
  animals
, they will not feel  
good
 if they did not have it and it is  
hard
 for them to  
be satisfied
 with all that they have. This  
show
 how greedy  
people
 are  
just
 to impress the public.