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Reading 16. Bernard Cova. Modernism. Emerged in affluent countries in 1800’s Rule of reason and establishment of rational order Emergence of the freed subject, liberating humanity from ignorance and irrationality. Postmodernism. New models of the new millennium
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Reading 16 Bernard Cova
Modernism • Emerged in affluent countries in 1800’s • Rule of reason and establishment of rational order • Emergence of the freed subject, liberating humanity from ignorance and irrationality
Postmodernism • New models of the new millennium • “Fragmentation, indeterminacy, intense distrust of all universal or totalizing discourses” • Pluralities dominate
Impact on marketing • Focus on sub-cultures and tribalism • Active customization • Fragmentation versus globalization • “Hyper-reality” – experiencing reality through simulacrums • Disney, IMAX, reality shows on TV • Second Life on the Web • Consumers buy the “symbolic meaning” of the product as well as the actual product
Post-modern recognized • Consumers shift product meanings to fit their own self image • Study the consumers as someone seeking to construct symbols, not someone seeking to satisfy needs • The homogeneous “I” – individualism to an extreme • Reforming into new social links and tribes
Impact on brands • Creating a brand identity and brand meaning • Regis McKenna – participatory marketing • Demise of traditional advertising • Marketing redefined – the site for negotiation of meanings between the company and the consumer • By selecting brands, people build their identities in a post-modern world
