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THEORIES: POSTMODERNISM, EXAMPLES FROM PREVIOUS UNITS, EXAMPLES FROM…
THEORIES: POSTMODERNISM
GLOBALISATION
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FOUR MAIN CHANGES
TECH - the internet allows greater communication across greater distances, meaning we have instant access to a wide range of info on any topic
ECONOMIC - incl. the electronic economy along with 24hr banking, offshore accounts + movement of money around the world at a great pace
POLITICAL - OHMAE: we live in a borderless world where geographical + political borders don't have the same power - transnational companies having more power than govs
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MEDIA SATURATED SOCIETY
BOUDRILLARD: the postmodern era is dominated by media imagery and society has become media saturated, distorting the way we see the world
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simulacra -> hyper-reality: ppl believe more in make believe, so we can't tell what's real and what's fake in reality anymore
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GIDDENS: our world has become a make-believe universe, responding to media images rather than reality, seen in things like reality tv
IDENTITY & CONSUMPTION
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consumer culture means ppl have the freedom to choose their identities and lifestyles from a wide range of constantly changing consumer goods + leisure activities
BAUDRILLARD: individual identity + behaviour aren't formed by things like class, ethnicity or gender anymore
identity is now formed by info, images + signs provided by the media by giving us choices of lifestyles, images + identities
ppl can choose different identities based on consumer lifestyles, forming their identities with several factors instead of one - ethnicity, gender, disability, religion etc.
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EVALUATION
STRENGTHS
highlights important cultural changes in media, culture + identity
identities are more fluid, not created by social structures
provides insight into modern issues - globalisation, social changes, growing power of media
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WEAKNESSES
contradicts themselves, saying there's no such thing as a truth but technically claim their own metanarrative - a self-defeating theory
overemphasises role of the media, suggesting we are a passive audience
assumes everyone has free will to construct our identities how we want + ignores influence of social structures (can bring in connectedness thesis)
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