The essay "Postmodernism and Consumerism" explores the definition of postmodernism and analyzes consumerism. Post-modernism defines our current state of existence and encompasses ideas, attitudes, lifestyle and intellect that mark the contemporary world. However, there is widespread debate as to the definition of post-modernism. Some view it from the lens of defining it as a mere condition or state of existence whereas others view it as a constant movement and development. Those who believe in the second school of thought often tend to link post-modernism with consumerism, globalization, the birth of transnational corporations and the boundary less transfer of ideas, technology, products and information across the world. Some theorists even go as far as stating that the era of postmodernism does not parallel our current era. For instance, some theorists suggest that the society in which we dwell today is “post traditionalist” and not postmodern. This view is further advanced by some researchers who label today’s world as pseudo-modern and by claim that the postmodern era does not exist. Despite the widespread debate regarding the existence of postmodernism, the way in which identity creation is altering and giving birth to a post-modern mode of life of great interest to us. It is interesting to note that consumerism has been directly or indirectly associated with the identity creation phenomenon in postmodern times. This can be explained by the viewpoints of various theorists.
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