Postmodernism and Consumerism - Essay Example

Postmodernism and Consumerism inserts his/her inserts inserts s inserts institution’s name Customer inserts date Postmodernism is often used to define the state prevailing after the decline of the phase of modernity. In retrospect, the “pre-modern” era was one encompassing the rise of faith and superstitious beliefs, whereas the modern era was based on empirical and scientific reasoning and deduction (Grenz, 1996). The “post-modern” era is referred to as the era where relativity emerged from the reasoning set in the “modern” era (Grenz, 1996). Hence, viewing things from a holistic perspective and connecting the various variables by acknowledging that interdependence exists, marks the advent of post-modernism. Post-modernism, therefore, defines our current state of existence and encompasses ideas, attitudes, lifestyle and intellect that mark the contemporary world (Grenz, 1996). However, there is widespread debate as to the definition of post-modernism. Some view it from the lens of defining it as a mere condition or state of existence (Lyotard, 1984) whereas others view it as a constant movement and development (Jameson, 1985). Those who believe in the second school of thought often tend to link post-modernism with consumerism, globalization, the birth of transnational corporations and the boundary less transfer of ideas, technology, products and information across the world (Jameson, 1985). Some theorists even go as far as stating that the era of postmodernism does not parallel our current era. For instance, some theorists suggest that the society in which we dwell today is “post traditionalist” and not postmodern (Giddens, 1991). This view is further advanced by some researchers who label today’s world as pseudo-modern and by claim that the postmodern era does not exist. Despite the widespread debate regarding the existence of postmodernism, the way in which identity creation is altering and giving birth to a post-modern mode of life of great interest to us. It is interesting to note that consumerism has been directly or indirectly associated with the identity creation phenomenon in postmodern times. This can be explained by the viewpoints of various theorists who have shed light on the intricate relationship between consumerism and postmodernism. Jameson states that the notion of postmodernism has still not been fully understood in its correct context. Resistance to this phenomenon, according to Jameson, comes partially due to an ignorance of the spheres that postmodernism encompasses. He too argues that postmodernism has eroded the boundaries between the so-called highbrow and lowbrow culture which has been one of its most devastating consequences (Jameson, 1984). Thus, what was once classified as a mere economic notion is now opening up new lines of thinking. However, one of Jameson’s most powerful criticisms is that he negates the role of anxiety and alienation in the postmodern era. It has been documented through research that women had an onset of anxiety when they realized that their bodies were not similar to the romanticized images of females shown in the media. Perhaps, consumerism and the associated mass media communication have opened up new lines of interpretation that the media did not even intend. Therefore, one of the major concerns, as Kellner points out, is the politicization of the brand image in the postmodern era. The increasingly dominant role of consumerism in the development of social life has, over time, gained increasingly more importance in the works of theorists. Various studies have been conducted in order to analyze the notion of consumption from the lens of postmodernism. There exists widespread debate as to how postmodernism may be defined and what exactly it constitutes. However, consumerism is generally thought as being one of the key elements in the contemporary postmodern era. It has been acknowledged over time that consumption has assumed a more symbolic value than a utilitarian one in the context of postmodernism. Amongst the most prominent descriptions of the postmodern experience are those that point out the significance of brands rather than products. This has led to the belief that individuals in the postmodern era do not consume products but ideas and/or images known as brands. It is the ‘surface’ that matters now not the ground reality. David Lyon studies the direct relationship between postmodernism and consumerism. His argument goes as far as stating that the development of the modern day consumer is largely influenced by postmodernism and its associated forces. From this perspective, the notion of present day consumption is to be viewed as a significant cohesive force as far as the contemporary cultural code is concerned. According to Lyon, postmodernism marks the end of forces constituting modernism which fail to answer reasoning regarding the state of the present day world in which development is no longer possible (Lyon, 1994). Furthermore, he goes on to state that consumption is so rampant in the contemporary world and has penetrated such a large degree of human life that even its meaning is no longer visible (Lyon, 1994). Lyon further defines the notion of reality as something which has been severely compressed in the present day world and that the cultural hierarchy created by the highbrow and lowbrow culture seems to be disappearing in a world where history is attributed as tradition and the museum is appreciated as a popular practical multimedia experience for customers (Lyon, 1994). Once the culture of consumption and materialism develops its foothold, virtually everything becomes a ‘customer experience’ and therefore an item to be consumed. Furthermore, the era of postmodernism is further marked by the blurring of the discrepancy between highbrow and lowbrow cultures which means that choice appeals to those who can afford (the supreme) albeit at the cost of the accompanying unease, uncertainty and doubt (Lyon, 1994). Lyon concludes that consumerism oils the wheels of post modernism such that postmodernism becomes holistically attributed to consumerism. Perhaps, one of the greatest contribution to this debate of postmodernism and consumerism is that done by Mike Featherstone. In his work, Mike argues that the “identity-conferring” state of consumerism does not merely limit itself to the affluent and young but virtually impacts everyone’s lives since the postmodern era encourages individuals to make everything impossible “possible” (Featherstone, 1991). Individuals can take on any role in life that they wish based on the consumption patterns they choose. Therefore, purchasing and consuming commodities enables us to acquire the identity of our choice in the postmodern era. The cornerstone of Featherstone’s studies in this regard was the process of viewing everyday life through the lens of aesthetics. According to this, individuals want a superior standard of life in everything ranging from “style”, “design” and “taste” (Featherstone, 1991). As far as the linkage between consumerism and postmodernism is concerned, Featherstone observes (like Lyon) that reality can be alternatively seen as fragments of time and images (Featherstone, 1991). Furthermore, he believes that aesthetics and art dominate the way in which individuals seek to express themselves in the postmodern age. Therefore, according to Featherstone, aesthetics is the building block of self-expression, knowledge and experience that a customer undergoes today (Featherstone, 1991). The meaning of life today is defined more and more by the commodities that one possesses and the standard of living that one maintains. Featherstone takes it further by stating that as individuals in the postmodern era acquire taste, markets rely more and more on cultural and artistic tendencies. He further elaborated on the crucial role that cultural mediators play in the promotion of a creative lifestyle by transcending the novelty associated with intellectual knowledge and eradicating the differences that exist between various cultures. Therefore, the artistic values pertaining to the middle class are generally being spilled over to other strata of the society and that this process is being encouraged by the purchase of commodities (Featherstone, 1991). This line of thought ultimately leads us to believe that consumerism in the postmodern age is not being defined by particular social strata but has now transcended beyond the boundaries of social segments. Thus, the consumption of commodities today is providing each individual more and more control over his/her life and increasingly becoming a way in which individuals express themselves. Hence, through the process of consumption all of us are getting greater hold of our lives collectively as well as individually. However, the degree to which this control is authentic opens doors for further discussion. It is prudent to state that Featherstone’s observations are correct when he states that the linkage between consumerism and postmodernism must be thoroughly examined in the context of the sociological variables in the current world (Featherstone, 1991). Perhaps another highly significant observation was that of Jean Baudrillard who states that the part that consumerism plays in the postmodern era is significant enough to constitute the transformation in the ecosystem of human civilization. Under this light, the present day society defined by consumerism is actually a new and particular stage of socialization which has given birth to new forces in production and has restructured the economic system in a way such that high output is the thrust (Baudrillard, 1988). He further points out that in the era of postmodernism, human needs have become the driving force behind rampant consumption even though one must come to terms with the fact that human needs can never be fully satisfied. Thus, there never comes stage where human needs are completely fulfilled. This leads to the fact that commodities have now assumed a symbolic significance (by indicating various things) rather than mere materialistic one. He argues that commodities are no longer simply material possessions that serve to fulfill a particular function or need; rather, they are the result of never ending desires expressed by humans (Baudrillard, 1988). He further explains that these commodities are a part of a system where they can be exchanged for one another and although they are all part of efforts to fulfill man’s wishes, they never succeed in doing so. He too points out like his predecessors that the postmodern era is marked by an inflated sense of aesthetic pleasure where money no longer remains significant and that conspicuous consumption results naturally from man’s inflated desires or hallucinations. According to Jean, media has played a significant role in enhancing this phenomenon by “creating” human needs even where they do not really exist. Therefore, consumption helps in the penetration of superficiality in the contemporary world. Various approaches to postmodernism fail to address the experiential nature of consumerism. They also fail to recognize the critical role that consumption plays by acting as a communication platform between the wider social elements and experiences of individuals along with the fact that consumption enables consumers to experience the cultural repercussions of capitalism. The postmodern theory regarding consumption is restricted owing to its reliance on conceptual academic discussions that bear little semblance to the realities of everyday life and far little to the understanding of the close and direct linkage that exists between consumption and the generation of customer experiences. This linkage is what in effect constitutes post modernity. This realistic experiential effect of commodity trade is overshadowed by unnecessary focus on the fragmentation of consumerism which itself contradicts the notion that consumption is defined as lifestyle. This is indeed one of the major shortcomings of Jean’s research. However, Jameson seems to be drawn towards this question when he argues that the definition of postmodernism is incomplete without mentioning the role that the transnational corporation and late capitalism play in its development (Jameson, 1984). This is indeed one of the most fundamental issues that are not addressed by previous theorists who have based their conclusions on mere theoretical constructs than the realistic political forces that impede this era. In one of his hypothesis, Jameson argues that aesthetic sense has never been given more weightage as it is today which is reflected in the imaginary and elevated customer expectations from commodities ranging from clothes to medium of travel (Jameson, 1984). The fact that production has been directed away from the catering of basic needs, to the fulfillment of these heightened wants is in itself a strong indication of the significance that aesthetically sound commodities play in the postmodern era. Based on this line of thinking, Jameson argues that the economic postmodernism and its cultural byproduct and inseparable. He further explains his point by stating that space and time dominates our cultural, social and environmental experiences far more today than in the previous eras. This transcendence of space and time has been in part contributed by the collaboration of the corporation and mass communication (Morris, 2001). The post modern era, has therefore, been largely characterized by the execution of powerful brands. The commodity in the postmodern era, therefore, is not defined by its psychical form but by the image attached with it. In the light of Jameson’s research, it seems that post modernism marks the existence of a world characterized by capitalism, the transnational corporation and the significant progress of mass media. The notion of branding and the resulting hallucinatory value that consumers attach to commodities has marked the shrinking significance of the actual product as opposed to its perceived value. Therefore, the contemporary postmodern era is marked by the commoditization of culture in that identities have become immaterial and cultural symbols have become ingrained in exchangeable commodities. The exchange value and the symbolic value of commodities, therefore, supersede its utilitarian value. Competition in this age, therefore, focuses not on the functions or features of commodities but on the impressions that can be created out of them. This shift from the utilitarian to the symbolic value has been demonstrated by the immense value attached to ‘brands’ (known as brand equity) and its protection through patents and trademarks. This notion has been taken to new heights by the fact that corporate identities contribute significantly to the purchase of products rather than the product itself. With the dissemination and availability of information, advertising has now shifted to a position where it is easier to differentiate one product from another. The magnanimous power that corporations have achieved in this age has led to the generation of a new culture which is dictated by these corporations. It is a commonplace to see the branding of cultural and social environment in which we operate, including advertisements across cities, publicity and sponsorship of public events by organizations. Although this change has been very subtle and gradual, it has virtually transformed the human experience and has evaded human life in almost every sphere. Ultimately, the biggest challenge to consumerism in the postmodern era is that it remains dependent on customer’s satisfaction of commodities and brands. Branding has assumed full control of individuals’ lives today by offering individuals full control over their monotonous, tiring lives. In an era where making money has become one of the major aims of life, turning on the television and watching advertisements does offer customers a sense of pleasure and satisfaction and a break from their powerless lives. Kellner offers a critique on the ability of mass communication and branding to dominate human culture by imagery rather than reality (Morris, 2001). Literature indicates an ongoing debate regarding the impact of consumption on postmodernism and its bilateral relationship with it. Nevertheless, it does direct attention towards the fact that consumerism is largely linked with the postmodern social setup. According to Layder, the notion of dualism indicates that individuals are in effect agents in the current social setup in that they can actively pursue actions that directly impact the social ties in which they are ingrained (Layder, 1994). According to Layder, the postmodern society is incomplete without the existence of human elements because it is humans whose activities dictate the existence of the society. The overpowering influence of consumption on the postmodern society can be traced back to the wave of consumerism that began in 1950’s when consumption was booming and various middle-class individuals saw a dramatic transformation and positive improvement in their lives (Layder, 1994). As a result of the onset of this consumption centric culture, there was a ripple effect on people’s habits, lifestyle, attitudes, taste and overall life. Hence, individual’s aims as to what they expected from their lives changed, and consequently, new commodities were created to satisfy these ever-increasing wants. This saw the emergence of a liberal society that was not marked by constraints and the need for societal development gained increasing importance. An interesting paradox is related to the notion of consumerism which is that it allows individuals to express themselves through the commodities they purchase. People are able to use their available resources in order to advance their standard of living which gives them an increasing sense of liberty and authority over others. The problem arises when, at one end of the spectrum are theorists who view the effects of consumerism through a structural lens and the other end are theorists who view consumption as a means of self-expression and as a symbol of one’s identity. Hull sums up this contradiction by stating calling this a division between theorists who view consumption and negative and those who view consumption as positive. Amongst those who hold the former view are theorists such as Horkheimer and Adorno who suggest that consumerism is the result of a passive, reactionary process in which individuals are compelled to purchase and utilize the society’s products and commodities without making free choices. This is further explained by theorists holding the same view, who state that capitalism has resulted in barbarianism in as far as consumption is concerned. Those who hold a positive view of consumption state that consumption is the result of free will of consumers who make free choices regarding the commodities they buy and, therefore, gain satisfaction from them. This is explained by the notion that capitalism has taken economic history to new heights (Swingewood, 1977). This point of view states that capitalism offers a level of unprecedented economic freedom. Milton Friedman further endorsed the notion of human choice by considering it an end in itself. It is almost impossible to adopt a single minded view of the contradicting perspectives on consumerism and its link with postmodernism. However, given the increasing amount of attention devoted to the role of consumption in social life, it is unfortunate how studies have failed to demonstrate a clear cut stance on the degree to which consumption constrains or advances our lives. This is most likely due to a divorce between the practical and ideological schools of thought regarding consumption. In the end, however, is the belief that there is no definite agreement as to the foundation of consumerism. According to these theorists, the wave of consumerism began in the British land as early as the eighteenth century which resulted in the influx of a massive commercialization of the fashion industry that altered people’s tastes (Morris, 2001). This, therefore, led to the emergence of the textile industry which gave birth to innovative mass advertising techniques. However, another historian points out that consumerism did not begin until the late nineteenth century when the fashion industry bloomed in France (Morris, 2001). However, regardless of the era in which consumerism manifested, it is worth noting that this new consumption oriented wave made a major impact on people’s lives and radically transformed the society. References Baudrillard, J., 1988. Consumer Society. Cambridge: Polity Press. Featherstone, M., 1991. Consumer Culture and Postmodernism. London: Sage. Giddens, A., 1991. Modernity and Self-Identity:Self and Society in the Late Modern Age. California: Stanford University Press. Grenz, S.J., 1996. A Primer on Postmodernism. Cambridge: Eerdmans Publishing Co. Jameson, F., 1984. Postmodernism or the cultural logic of late capitalism. New Left Review, 146, pp.53-93. Jameson, F., 1985. Postmodern culture. London: Pluto Press. Layder, 1994. Understanding Social Theory. London: Sage. Lyon, D., 1994. Postmodernity. Buckingham: Oxford University Press. Lyotard, J.-F., 1984. The postmodern condition. Minneapolis: University of Minnesota Press. Morris, M., 2001. Contradictions of Post-modern Consumerism and Resistance. Studies in Political Economy, 64, pp.7-32. Swingewood, A., 1977. The myth of mass culture. New Jersey: Humanities Press. Read More