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Postmodernism
Strictly speaking, the postmodern is alleged to be a historical departure from the modern owing to the supposed collapse of the latter. Postmodernism is, in effect, a cultural and aesthetic style, or theory, thought to be necessary to the alleged postmodern dispensation. Postmodernism is, thus, put forth as a deviant parallel to late modernism and is to be distinguished from avant-garde modernism. In respect to consumer culture, it is possible to say that the avant-garde is one attempt to salvage a high modernist aesthetic from the fragmenting effects of mass culture, which is often assumed to be a prominent postmodern effect if not aesthetic. Properly speaking, one may use “alleged” to modify “postmodern” not because there is no merit to postmodernism but because it is too early in the history of its development to assess its staying power.
Whether the postmodern can be the basis for an “ism” remains therefore an open question. There are, to be sure, many who think of postmodernism as a uniquely French-influenced brand of social theory and, thus, as a theoretical if not a purely ideological practice. Others contend that this attitude is sincerely held but illogical, therefore, mistaken. For there to be a post to the modern, there needs be an honest account of what the modern is (or was) and especially so for those devoted to postmodernism as a successor to modernism.
The first rule of postmodernism, the theory of an alleged historical departure, is that postmodernism is not what one may think in two respects. It is not what people think it is, and it is not a matter of thought (or theory). Nothing can be mere thought. Thoughts, hence theories, are always and necessarily historically conditioned. Thought, to be sure, reaches beyond historical fact, but its reach can never exceed its grasp. As a result, postmodernism always depends on the historical question of the postmodern, as the postmodern hinges, historically, on the history of the modern. What is (or was) the modern? When did it begin? Why would anyone suppose it may be ending? If ending, is it really coming to its end or merely transforming itself into something else?
Theories of the Modern
To start, the modern was the new that began to appear, mostly in Europe, sometime around 1500, give or take a few centuries. Some such as Immanuel Wallerstein suggest that the modern that began in the long sixteenth century was a new kind of world-system, one based on methods of rationalized trade that permitted efficient control of global colonies and markets. Others, like Andre Gunder Frank, argue the economic side of the world-system to the extent of claiming that the European system was neither the first nor the most important global world-trade system. Eastern and central Asia were, said Frank, until about 1800. Those who would emphasize the importance of ideology or culture to the modern might agree that 1800 is a good date for the beginning of the high modern West, give or take a half century. This view emphasizes the centrality of the Enlightenment to the rationalizing elements of the modern. There are many proponents of this view, but their arguments are difficult to reconcile because, though the Enlightenment was mostly a movement in the eighteenth century, it was never merely what today would be called a cultural movement in the sense of a set of ideas that came to preoccupy modern thinking as such.
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- Everyday Life
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- Aesthetics
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- Liminality
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- Tupperware
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- Methods and Trends
- Actor-Network Theory
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- Autoethnography
- Comparing Consumer Cultures
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- Focus Groups
- Historical Analysis
- Lifestyle Typologies
- Likert Scales
- Longitudinal Studies
- Mass Observation
- Measuring Satisfaction
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- Measuring the Environmental Impact of Consumption
- Methodologies for Studying Consumer Culture
- Methods of Market Research
- Motivation Research
- Multiple Correspondence Analysis
- Multisited Ethnography
- Multivariate Analysis
- Object Biographies
- Opinion Polls
- Production of Culture
- Social Network Analysis
- Spatial Analysis
- Surveys
- Time-Use Diaries
- Persons
- Adorno, Theodor
- Althusser, Louis
- Bakhtin, Mikhail
- Barthes, Roland
- Bataille, Georges
- Baudrillard, Jean
- Benjamin, Walter
- Bourdieu, Pierre
- Braudel, Fernand
- de Certeau, Michel
- Douglas, Mary
- Durkheim, Émile
- Elias, Norbert
- Freud, Sigmund
- Galbraith, John Kenneth
- Goffman, Erving
- Gramsci, Antonio
- Horkheimer, Max
- Kant, Immanuel
- Keynes, John Maynard
- Kyrk, Hazel
- Lévi-Strauss, Claude
- Lasch, Christopher
- Lazarsfeld, Paul Felix
- Lefebvre, Henri
- Linder, Staffan Burenstam
- Lyotard, Jean-François
- Mandeville, Bernard
- Marcuse, Herbert
- Marshall, Alfred
- Marx, Karl
- Maslow, Abraham
- Mauss, Marcel
- McLuhan, Marshall
- Mead, George Herbert
- Patten, Simon Nelson
- Rostow, Walt Whitman
- Silverstone, Roger
- Simmel, Georg
- Smith, Adam
- Sombart, Werner
- Veblen, Thorstein Bunde
- Weber, Max
- Politics and Consumption
- Alternative Consumption
- Carbon Trading
- Citizenship
- Civil Society
- Consumer Apathy
- Consumer Culture in the USSR
- Consumer Policy (China)
- Consumer Policy (European Union)
- Consumer Policy (Japan)
- Consumer Policy (United States)
- Consumer Policy (World Trade Organization)
- Consumer Protest: Animal Welfare
- Consumer Protest: Anticapitalism
- Consumer Protest: Environment
- Consumer Protest: Water
- Consumer Rights and the Law
- Culture Jamming
- Culture-Ideology of Consumerism
- Feminist Movement
- Food Scares
- Governmentality
- Inequalities
- Life(style) Politics
- Luxury Taxes
- New Right
- Organ and Blood Donations
- Philanthropy
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- Prosumption
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- Responsible Consumption
- Social Movements
- State Provisioning
- Subversion
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- Production, Exchange, and Distribution
- Advertising
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- Channels of Desire
- Christmas
- Coca-Cola
- Collective Consumption
- Companies as Consumers
- Consumer Education
- Consumer Regulation
- Consumer Testing and Protection Agencies
- Counterfeited Goods
- Craft Production
- Credit
- Cultural Intermediaries
- Culture Industries
- Cycles of Production and Consumption
- De-Skilling, Re-Skilling, and Up-Skilling
- Debt
- Division of Labor
- Domestic Services
- E-Commerce
- Eco-Labeling
- Electronic Point of Sale (EPOS)
- Emotional Labor
- Energy Consumption
- Environmental Footprinting
- Fair Trade
- Fashion Forecasters
- Fashion Industry
- Global Cities
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- Health Care
- Hire-Purchase and Rental Goods
- Household Budgets
- Industrial Society
- Informal Economy
- Information Society
- Informational Capital
- Infrastructures and Utilities
- Inheritance
- Innovation Studies
- Licensing of Clothing Brands
- Mass Production and Consumption
- Media Convergence and Monopoly
- Money
- Neuromarketing
- Opinion Leaders
- Outsourcing
- Packaging
- Pink Pounds/Dollars
- Post-Fordism
- Postindustrial Society
- Product Loss Leaders
- Product Placements
- Renewable Resources
- Reuse/Recycling
- Self-Service Economy
- Service Industry
- Sneakers/Trainers
- Social and Economic Development
- Store Loyalty Cards
- Sumptuary Laws
- Supermarkets
- Systems of Provision
- Trade Standards
- Trademarks
- Social Divisions and Social Groups
- Age and Aging
- American Dream
- Belonging
- Binge and Excess
- Collective Identity
- Consumer Anxiety
- Cosmopolitanism
- Domestic Division of Labor
- Elites
- Ethnicity/Race
- Families
- Femininity
- Friendship
- Gender
- Generation
- Households
- Identity
- Interpellation
- Life Course
- Lifestyle
- Masculinity
- Migration
- Mimesis
- Moral Economy
- Othering
- Positional Goods
- Retirement
- Romantic Love
- Seduced and Repressed
- Self-Presentation
- Self-Reflexivity
- Sexuality
- Single-Person Households
- Social Class
- Social Exclusion
- Social Networks
- Status
- Subaltern
- Symbolic Violence
- Technology and Media
- Audience Research
- Bollywood
- Broadcast Media
- Comics
- Cyborgs
- Domestic Technologies
- Electronic Video Gaming
- Feminism and Women's Magazines
- Fine Arts
- Gender Advertising
- Hollywood
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- Men's Magazines
- Mobile Media Gadgets of the Analog Age
- Mobile Phones
- Performing Arts/Performance Arts
- Personals/Personal Ads
- Photography and Video
- Planned Obsolescence
- Popular Music
- Print Media
- Reality TV
- Second Life
- Soap Operas and Telenovelas
- Social Shaping of Technology
- Sociotechnical Systems
- Teenage Magazines
- Telephones
- Television
- Textual Poachers
- Virtual Communities
- Walkmans and iPods
- Women's Magazines
- Theoretical Perspectives and Concepts
- Acculturation
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- Alienation
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- Anthropology
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- Attitude Theory
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- Bounded Rationality
- Capitalism
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- Conspicuous Consumption
- Consumer (Freedom of) Choice
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- Consuming the Environment
- Convention Theory
- Craft Consumer
- Cultural Capital
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- Cultural Studies
- Cultural Turn
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- Diffusion Studies and Trickle Down
- Discourse
- Disorganized Capitalism
- Economic Psychology
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- Engel's Law
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- Environmental Social Sciences and Sustainable Consumption
- Ethnology/Folklore Studies
- Experimental Economics
- Externalities
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- Gender and the Media
- Geography
- Gifts and Reciprocity
- Globalization
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- Habitus
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- History
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- Income
- Individualization
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- Keynesian Demand Management
- Labor Markets
- Leisure Studies
- Luxury and Luxuries
- Markets and Marketing
- Marxist Theories
- Mass Culture (Frankfurt School)
- Material Culture
- Materialism and Postmaterialism
- McDonaldization
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- Need and Wants
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- Orientalism
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- Postmodernism
- Potlatch
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- Promotional Culture
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- Scarcity
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- Taboo
- Theories of Practice
- Theory of Planned Behavior
- Totemism
- Tourism Studies
- Trust
- Urbanization
- Value: Exchange and Use Value
- Visual Culture
- World-Systems Analysis
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