Studi Materialistis dalam Novel Margaret Mitchell Gone with the Wind

This study aims to analyze the kinds of materialistic behavior of the main character in the novel, Scarlett O'Hara and the effects of her materialism on other characters.
This study uses structuralism theory to analyze the intrinsic elements in the novel and the concept of materialism developed by Richins and Dawson to analyze Scarlett's kinds of materialism in her pursuit of money. This study uses the qualitative method.
The result of the analysis concluded that Scarlett O'Hara had materialistic traits during the struggle after the civil war. The kinds of materialism, such as acquisition centrality, in which she places wealth such as money in the central position in her life.Acquisition as the pursuit of happiness, she thinks money can make her happy and ignores her own family. And possession-defined success who considers that success and recognition are judged by how much and valuable the wealth or possessions she has as well as the way she judges others.In addition, the writer also finds that Scarlett's materialism affects several characters in the novel, such as Suellen, Frank Kennedy, and her two children, Wade Hamilton and Ella Lorena Kennedy.