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Consumer Culture and Postmodernism

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Author(s): Prasidh Raj SINGH

Journal: Postmodern Openings
ISSN 2068-0236

Volume: 5;
Start page: 55;
Date: 2011;
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Keywords: Postmodernism | Consumer culture | Modernity | Consumer identity | Ethnicity

ABSTRACT
Postmodernism is a variety of meanings and definitions, is used to refer to many aspects of social life from musical forms and styles, literature and fine art through to philosophy, history and especially the mass media and consumer culture. Post modernism is a slippery term that is used by writers to refer to several different things. Featherstone (1991) points out the term has been used to refer to new developments in intellectual and cultural theory. The suggestion that our subjective experience of everyday life and our sense of identity has somehow changed significantly in recent years. The view that capitalist or industrial societies have reached new and important stages in their development, the shift from modernity to post-modernity. Consumer culture is also play a vital role in the society, consumer culture may be defined as a day to day change in the taste of consumer behaviour. The term “consumer culture” refers to cultures in which mass consumption and production both fuel the economy and shapeperceptions, values, desires, and constructions of personal identity. Economic developments, demographic trends, and new technologies profoundly influence the scope and scale of consumer culture. Social class, gender, ethnicity, region, and age all affect definitions of consumer identity and attitudes about the legitimacy of consumer centred lifestyle.
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