Consuming Social Change: The “United Colors of Benetton”

Abstract

n spite of the alleged collapse of postmodernism as yet another theoretical fashion, the politics of representation that has occupied the center of its analysis has become indispensable for understanding how politics reaches into everyday life to mobilize particular lived experiences, desires, and forms of agency. While certain versions of postmodernism may have overestimated the degree to which the boundaries between images and reality have become blurred, it does not underestimate the expanding power of representations, texts, and images in producing identities and shaping the relationship between the self and society in an increasingly commodified world.' If postmodern theory has used concepts such as the decentered subject or plural identities to analyze the emergence of broader cultural and social changes, mass market adver-

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