5. Postmodernist Perspective

Question 1

Summary

Answer 1

1. Service Based Economy
2. Media and Its Impact
3. Criticisms of Postmodernism

Question 2

1. Service Based Economy

Answer 2

• Industrialisation is in the decline and service industries have become more important
• In particular, postmodernist sociologists have argued that rapid expansion in media tech has meant postmodern societies becoming more media saturated.

Question 3

2. Media and Its Impact

Answer 3

• Media now shapes our identities and lifestyles much more than traditional influences such as family, social class and gender
• Media has also changed our consumption patterns by making us aware of diversity of choices that exist in the postmodern world
• Globalization of the media means we now have more globalised cultural influences
• Media defines our lifestyles and identity (e.g. lifestyle magazines)
• We buy designer labels rather than the clothes themselves.
• Many feel they no longer belong to real communities.
• It is suggested that in the postmodern world, we no longer look to grand theories such as Marxism to explain the world.

Question 4

3. Criticisms of Postmodernism

Answer 4

• Exaggerate degree of social change
- Evidence from attitude surveys indicates that many see social class, ethnicity and family as having a profound influence over their lives.

• Media influence is important, but it is not the determining factor in most people’s lifestyle choices.

• Postmodernists ignore the fact that people are unable to make consumption choices because of inequalities brought about by traditional influences.
- Traditional inequalities remain crucial as access to internet, digital TV etc is denied to many in the UK.