MARKETING

Marketing for 21st Century

[Name of the Writer]

[Name of the Institution]

Marketing for 21st Century

Post Modern Marketing And The Future of Television

1. Introduction

Possibly the main defining difference between modernism and postmodernism is postmodernism's rejection of the modernist idea that human social experience has fundamental “real” bases. To the contrary, postmodernism posits that social experience is an interplay of myths that produce regimes of truth. According to postmodernism, many of the fundamental modernist idea(l)s regarding the individual, self, freedom, agency, and structure are arbitrary and ephemeral rather than essential and fixed. The existence and persistence of such ideas, therefore, depend on the continued dominance of the mythical system - the imaginary. Any community (including of course the community of researchers in marketing) which values these idea(l)s must, therefore, constantly defend this myth system against others and cannot find refuge or solace in the belief that these idea(l)s are either “natural” or “eternal”.

2. The Comparism Between Post Modern Marketing And The Power of Television

The political position of postmodernism is that different myths ought to be allowed since they are products of the different “realities” of communities, and that each myth system ought to show respect and tolerance to the presence of others . Postmodernism posits that the culmination of modernity renders this multi-mythic position both advisable and inevitable. The possibilities and potential alternatives that modern technologies have created on the one hand, and the cynicism and frustrations resulting from the crumbling modern experience on the other hand, result in the fragmentation of experience and the growth and efflorescence of multiple, often highly incompatible, lifestyles, ideologies, and myth systems. If humanity were to try to resolve these differences through war, violent confrontation, or political subjugation, the results would most likely be catastrophic - especially since modern technology has also succeeded in decentralizing the means of destruction. Postmodernist positions arise from several key insights into the history of modernity and modern thought as well as into conditions that were at once reinforced by the modern experience yet suppressed by modernist ideologies and rhetoric. Students of culture, especially Western culture, observe a growing pervasiveness of the postmodern conditions as the norms, ideas, and fundamentals of modern culture encounter increasing critique and deepening crises. Also influential in greater entrenchment of these conditions are the technologies of information and communication.

Consequently, claims of the dawning of a post-industrial era, or an information age, run parallel to, and generally resonate with, themes that correspond to the growing pervasiveness of the postmodern. Postmodern conditions The literature on postmodernity is already vast and is growing with increasing velocity. Contributions to this literature come from a large variety of disciplines and, therefore, the vocabularies and perspectives are also varied. While it might be difficult to fit all the discussions in one concise framework, certain conditions do seem to receive the greatest attention. These conditions tend to be hyperreality, fragmentation, reversals of production and consumption, decentring of the subject, paradoxical juxtapositions (of opposites), and loss of commitment (see ).

3. Relationship between post ...