By Mike Featherstone
For the final variation, Prof. Featherstone further a brand new preface and a brand new final bankruptcy. those new additions are relatively powerful and make the ebook up-to-date for present debates. One won't locate fancy theoretical ideas to target however the writer emphatically issues out a sociological figuring out of postmodernism. In that feel, it really works. The reader is recommended to contemplate the sociological validity of postmodern theories. given that many of the chapters have been written at the very least 15 years in the past, the literature seems previous however the dialogue remains to be modern and as i stated initially the writer informs us concerning the fresh literature at the box in his additions for the final edition...
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Additional info for Consumer Culture and Postmodernism (Published in association with Theory, Culture & Society)
Adorno, for example, speaks of how, once the dominance of exchange-value has managed to obliterate the memory of the original use-value of goods, the commodity becomes free to take up a secondary or ersatz use-value (Rose, l978: 25). Commodities hence become free to take on a wide range of cultural associations and illusions. Advertising in particular is able to exploit this and attach images of romance, exotica, desire, beauty, fulfilment, communality, scientific progress and the good life to mundane consumer goods such as soap, washing machines, motor cars and alcoholic drinks.
These processes point to changes within the broader cultural sphere which are worthy of investigation in their own right; processes which, it can be argued, the concept of postmodernism has served to sensitize us to. The concept of postmodernism is not, however, merely an empty sign which can be manipulated by artists, intellectuals and academics as part of the power struggles and interdependencies within their particular fields. Part of its appeal is that it speaks to the above changes and also purports to illuminate changes in the day-to-day experiences and cultural practices of broader groups in society.
Such audiences and publics may eventually adopt postmodern practices and become attuned to postmodern experiences under the guidance of pedagogues produced by cultural intermediaries and paraintellectuals. Such ‘feedback’ could lead to postmodernism becoming translated into reality. To summarize, there is, as yet, no agreed meaning to the term ‘postmodern’ – its derivatives, the family of terms which include postmodernity, postmodernité, postmodernization and postmodernism are often used in confusing and interchangeable ways.