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How postmodern is the Swedish advertising industry?
Stockholm University, Faculty of Social Sciences, School of Business.
2003 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Basically, postmodernism could be said to be about not accepting the thought of that there should be one way of doing things and one way only. It is an ”incredulity towards metanarratives” (Brown, 1999:32) The most important thing that postmodernism has contributed with is the proponents to break with conventions and question the fundamental. Fragmentation, which is an important part of postmodernism, refers to peoples growing unwillingness to form themselves in groups such as nation states and social organizations. People of today are much more complex and individualistic than before and therefore harder to group.

Place, publisher, year, edition, pages
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Business Administration
URN: urn:nbn:se:su:diva-4278OAI: diva2:193748
Available from: 2007-01-05 Created: 2007-01-05

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