Hypermodern Consumption and Megalomania

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17 citations0/0 files storedJournal of Consumer Culture

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Cultural Studies and Postmodernism Rhetoric and Communication Studies Literature, Culture, and Aesthetics

Abstract

Recent French sociological scholarship suggests the notion of hypermodernity to characterize the contemporary moment. While the meanings of this concept vary, the idea of excess seems central. Informed by this new scholarship, this article analyzes the superlative rhetoric in contemporary televised and internet commercials, and suggests elective affinities between this rhetoric and the various trends characterizing the hypermodern present.

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References

1988Amusing ourselves to death: Public discourse in the age of show business 2010Amusing Ourselves to Death: Public Discourse in the Age of Show Business 2019The Culture of Narcissism 1986Technology and the Character of Contemporary Life: A Philosophical Inquiry.2006The Unmanageable Consumer 1987Technology and the Character of Contemporary Life 1974Politics and the English Language 2005Reading Ads Socially

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2020Who cares about organizational purpose and corporate social responsibility, and how can organizations adapt? A hypermodern perspective 2019PROBLEMS OF NARCISSISM IN EDUCATION: THE CULTURE OF NARCISSISM AS A DANGEROUS GLOBAL PHENOMENON FOR THE FUTURE 2014Caring consumption as marketing schema: representations of motherhood in an era of hyperconsumption 2022I Consume, Therefore I Am? Hyperconsumption Behavior: Scale Development and Validation

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