Postmodernism; Or, the Cultural Logic of Post-Fordism?

Abstract

This article examines attempts by Marxist thinkers such as Fredric Jameson and David Harvey to explain the cultural transition from modernism to postmodernism by the economic transition from Fordism to post-Fordism. They argue that the movement of advanced industrial societies from standardized mass production to diverse flexible production has created a new culture that stresses difference, superficiality, and ahistoricality. But in their attempts to portray a synchronous development of economy and culture, these thinkers ignore the uneven developments between and within each realm. I argue that in the United States the popular arts like automobile design developed postmodern traits long before the high arts like architecture. Instead of this change in popular culture resulting from post-Fordism, it dialectically influenced this economic change.