THE EMERGENGE OFPOSMODERNISMCorcodel AndradaSA III
Consumerism and media saturation• In the 20th century the economic needs ofcapitalism have shifted from production toconsumption.• When the system of capitalist production hadbeen established, the need for consumptiongrew.• People needed to acquire a consumer ethic.
• The need to consumehas become moreimportant than theneed to produce.• This process wasincreased by theincreased affluenceand leisure time andthe engaging ofworking class inconsumption.
• Rise of modernmasscommunication andpopular mediaculture.• The world willconsist of mediascreens and popularcultural images(computergames, adverts, malls, TV)
New middle class occupations• Rise of new occupations which encouragepeople to consume.• Some postmodern occupations function todevelop and promote postmodern popularculture.• They create and manipulate culturalsymbols and media images to encourageconsumerism.
• Occupations such asadvertising, marketing, design, televisionproduction, accountancy, socialwork, therapy are becoming moreimportant.• They are determining the taste patterns forsociety.
The erosion of identity• The erosion of secure collective identityhas led to the fragmentation of personalidentity.• New institutions and beliefs don’t rise togive people a coherent sense ofthemselves.• Consumerism and television do not offeralternatives.
• Consumerism fosters a self-centeredindividualism.• TV has similar effect because is bothuniversal and individual.