Consumer Culture: Modern & Post-modern identity
Barbara Kruger – I shop therefore I am, 1987, screenprint on vinyl, 125 x 125 cm,
Modern and post-modern identity: 1850's
- Global movements in society and culture
- Describe the style of the period (art, design, architecture etc.)
- Period of time where style was influential
- Beliefs ideas and principles inform the style and influence period
Pre-modern era: up to 1850s
Modern era :1850s-1950s
Post-modern:1960s - ???
Pre- modern: rural self
- Pre-defined roles
- Stable identity
- Limited world view
The modern identity:
- Based on relationship with others
- Range of social riles that can be selected rather than born with - choosing identity.
- Who am I? what should I do with my life?
- Seeking a stable identity in an uncertain world.
- Identity becomes an issue - fragmented.
- A real underlying 'self' beneath your public role.
Modernity: the democratisation of fashion
- mass production - standardisation and speed
- accessibility - visibility, affordability
- functionality - materials & lifestyles
Desire to improve peoples lives, however it became elitist.
Death of modernism:
"...when one principle reaches its height of power, it collapses into its opposite" - Gabic, 1984, p.117
Post modernism beliefs + values
- Less is bore - challenging good taste- decoration and surface effects.
- No absolute truths - anything goes- playfulness and visual excitement.
- Questioning of progress - sceptical of science and technology
- Blurring of boundaries - high and low culture (check Andy Warhol)
- Acceptance - beliefs, cultures and ideas
- Embracing mass culture and consumerism.
The post modern identity:
- Possibility of a multitude of identities - 'playing' multiple roles - fragmented identity (not tied to roles anymore).
- Identity is superficial - something to be bought
- Superficial and inauthentic - image is what matters
- Lost our sense of purpose, stability and belonging.
- Enabling individuality and creative freedom.
Library resources - Use My Hallam:
Bloomsbury fashion central - good for research.
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