How, and to what affect, does the text use “I am Joe’s XXXX” to reveal and convey information to the reader.

How, and to what affect, does the text use “I am Joe’s XXXX” to reveal and convey information to the reader.
In Fight Club, Chuck Palahniuk has “Jack” find old copies of Reader’s Digest and thus introduces the motif which begins with “I am Joe’s Prostate.” How, and to what affect, does the text use “I am Joe’s XXXX” to reveal and convey information to the reader.

How, and to what affect, does the text use “I am Joe’s XXXX” to reveal and convey information to the reader.