Postmodernism and post-postmodernism and arts marketing
Abstract
The aesthetic postmodern/post-postmodern nature of life today is premised on our engagement with the arts and artistic material. This chapter discusses key aspects of postmodernism and post-postmodernism, and postmodernity to the present day, and then examines postmodern and post-postmodern tendencies attributed to the arts with implications for arts marketing. Central discussions include (1) cultural production and co-production of meaning – decentering to intermediality, (2) arts – fragmentation to reconstruction and engagement, and (3) value communication – hyperreality to alternative realities.
Fields of Study & Subjects
Consumer Behavior in Brand Consumption and Identification
Ethics
Aesthetics
and Art
Postmodernism in Literature and Education
Publication details
- Journal / source
- Routledge eBooks
- Pages
- 271–279
- Publication date
- 9 January 2026
- Language
- EN
- Document type
- Book chapter