Liberatory Postmodernism and the Reenchantment of Consumption

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ID: 291904
1995
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Abstract
In this article, we elaborate on various key ideas about consumption and consumer from a theoretical position that we have labeled “liberatory postmodernism.” By unmasking the limitations of modernism that have to do with the onerous nature of its metanarratives and narrow conventionalism, we show that postmodern developments offer alternate visions of consumption processes that have an emancipatory potential. The analysis in our article begins with a discussion of the philosophical foundations of modernism and postmodernism followed by a cultural critique of modernism—exposing, for example, the modernist distinction between production and consumption and the privileging of production over consumption. We demonstrate how postmodernism is concerned with the reversing of the conditions of modernity and with a wide range of issues regarding the construction of the subject (i.e., the consumer), the role of the symbolic in consumption processes, the notion of the spectacularization of life, the creation of the hyperreal, and the cultural signification of fragmentation. We conclude the article with a proposal for an epistemology of consumption that subsumes scientific knowledge under a broader category of narrative knowledge and recognizes multivocality of consumption forms.
Reference Key
openalex_W2131928395 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors A. Fuat Fırat, Alladi Venkatesh
Journal journal of consumer research
Year 1995
DOI
10.1086/209448
URL
https://doi.org/10.1086/209448
Keywords Keywords not found

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