DOI: https://doi.org/10.36719/2706-6185/57/82-85
Javid Zeynalov
Azerbaijan State University of Culture and Arts
https://orcid.org/0000-0002-9669-737X
j.zeynalovf@gmail.com
Hasan Samadov
Anadolu University
https://orcid.org/ 0009-0009-5343-7605
hesensemedov01@gmail.com
From Modernism to Postmodernism: The Reconstruction of
Consumer Culture and Consumer Society
Abstract
This article analyzes the transition from modernism to postmodernism through the transformation of consumer culture. It explores the shift from the production-centered rational order of modernity to the symbolic and cultural centrality of consumption in the postmodern era. Modernism is framed around rationalism, objectivity, and differentiation, making a comparative engagement with competing theories essential for understanding postmodern consumer culture. In postmodernity, consumption gains prominence as a cultural mechanism through which status, identity, and social positioning are expressed. No longer merely functional, consumption acquires symbolic and meaning-producing dimensions. Drawing on a comparative analysis of theoretical sources, the study argues that social relations and cultural expressions are increasingly structured around consumption practices, and that the distinction between modernity and postmodernity can be interpreted through the evolving dynamics of consumer culture.
Keywords: modernism, postmodernism, consumption, consumer culture, transformation