CONTENTS
PART TWO
MACRO ASPECTS OF MARKETING
4
Postmodern Perspectives on Consumption
A. Fuat Firat and Alladi Venkatesh
Introduction
Modernity and Postmodernity—Some Preliminary Issues
Capitalism, Consumption, and Production
The System of Consumption under Modernity
The Growth of the Mass Consumer Market
Gender and Consumption
Critique of Modernity, Critical Theory (Frankfurt
School), and the Beginnings of Late Modernism
From a General Critique of Culture to a Postmodern
Critique of Consumer Culture
Consumption under Postmodernity
Hyperreality
Fragmentation
Reversals of Consumption and Production
Decentering of the Subject
Juxtaposition of Opposites
The Role of Marketing in Postmodern Consumption
Conclusions
COMMENTARY
The (Un)(ma)King? of the Postmodern Consumer
Ahmet Suerdem
COMMENTARY
The Return of Superfluousness and Utility, and
Consumption in the Postmodern Culture: A Comment
on “Postmodern Perspectives on Consumption”
Dominique Bouchet
The Importance of Social Imaginary
A Significant Debate
Autonomy and Growth
Gendered Production and Consumption
Characterizing Postmodernity
Economy: A Cultural Institution
The Paradox of Postmodernity and Beyond
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