Today’s Class Postmodernism: a brief introduction Consumer Society

Postmodernism No single unified theory (many postmodernisms) Cross-disciplinary approach, with roots in the humanities

Two Senses of “Postmodern” Forms of society, epochs traditional society  modernity  postmodernity Cultural/artistic movements earlier movements  modernism  postmodernism

Key Elements of Postmodern Theory Rejection of “metanarratives” Rejection of ultimate truths, fixed reality (“antifoundational”) Rejection of progress and rationality; interest in what modernity dismisses or devalues

Implications for Social Science Rejection of positivism, science model Interest in the marginal Standard social science: measurement, specification, causation, simplification, regularity Postmodern alternative: indeterminacy, diversity, difference, complexity, uniqueness Social science as subjective, humble, interpretive, tentative exercise

Modern and Postmodern: A Partial Comparison (handout) History/Theory Knowledge/Truth Human Agency Politics Economy Language Reality Preferred Forms

Critiques of Postmodern Theory Empirically grounded critiques People still find meaning People are not always passive Shift to consumer society is only partial Logical critique Story of postmodernity supplanting modernity is itself a metanarrative! Normative critique No room for social criticism and efforts at positive social change

Baudrillard, “Consumer Society” Proliferation of consumer goods and messages Department stores “Drugstores”/Malls Rejection of existing approaches to consumption Economics Sociology Galbraith, The New Industrial State

Baudrillard, “Consumer Society” Baudrillard’s alternative: “... The system of needs is the product of the system of production...” (p. 42)

Fluidity of objects and needs Objects have objective function and signifying function Objects are substitutable, exchangeable “Needs” reflect desire for social meaning Consumption is not about pleasure, it’s about participation in a collective system of signs Pleasure as a duty of citizenship, emergence of a “fun morality”

The System and the Masses Industrial system first socialized masses into labor force, now into force of consumption System needs people as consumers... raises problem of social integration Loss of “altruist ideology” (cf. Durkheim) Internal contradictions – “potential for deep crisis” (cf. Habermas)

In-Class Writing What are some of the “new means of consumption” described by Ritzer? Does he view them positively or negatively?

“The Merchants of Cool” General reactions? How does this documentary relate to postmodern theory? Do you agree that the result of consumer society is a flattening of the culture, a debasing of standards? Do you think that (young) people find ways to express themselves other than through consumption choices?

“The Merchants of Cool” Do you think the marketing strategies shown here support Baudrillard’s idea that the system of production generates a system of needs, rather than needs/wants for specific objects? Do the words and behaviors of the consumers in this film support Baudrillard’s claim that consumption is not really about pleasure but about social communication?