Processi Dinamici nella Cultura Postmoderna: Interpenetrazione tra Pubblicità e Cultura

Abstract

Dynamic processes in the culture of Post-Modernism: Interpenetration of advertizing and culture. The work describes dynamic processes taking place in culture of the era of postmodernism which are characterized by a sharp growth of cultural and social diversity, declarations of the plurality principle, fragmentation of the cultural unity, attention to personality and its inner world, self-controlled structures, identity problems, increase in the opportunities for diversity of progress, refusal from some principles of the global social action. Purpose of the research is to establish the causes and mechanisms of the dynamic processes’ influence on the modern society through analyzing the era of postmodern culture. Advertizing, as a "mass culture" element, creates an uncritical, consumer consciousness. Advertizing and culture of the postmodern era are in a close interrelation, and have an effect of interpenetration. DOI: 10.5901/mjss.2013.v4n9p318