POSTMODERN CONSUMER CULTURE WITHOUT POSTMODERNITY: COPYING THE CRISIS OF SIGNIFICATION

Abstract

The purpose of this study was to interpret the meaning of the postmodern discourse produced by Korean television advertisements, by categorizing postmodern television advertisements and describing their representations and images of reality in detail. Considering the production process of Korean postmodern advertisements, the study raised a question: How can we interpret the phenomena of imitating and assimilating the style of advertisements from the reservoir of postmodern signifiers, while not taking into account the values, ideas and ways of thinking implicit in such advertisements? There are two ways of interpretation. First, it would be an effect of structural dependence, in which postmodern consumer cultural forms are replicated and replace local products with mass-produced goods. The narratives of postmodern advertisements serve as the catalyst to introduce these advertisements and to teach the grammar of international advertising. Second, the assimilation of postmodern advertisements in Korean television means a newly emergent hybrid culture. Because the target of postmodern advertisements is the young consumer, the producers adopt postmodern tastes and styles, inserting and translating their roots into local forms. The study concluded that it may be more appropriate not to choose one of these interpretations as a single correct theory; it is better to look at the articulation of different forces and processes within a field of interconnections among mediascape, financescape and technoscape.

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