Spectacular Vernacular: Literacy and Commercial Culture in the Postmodern Age

Scott, Linda (1993) Spectacular Vernacular: Literacy and Commercial Culture in the Postmodern Age. International Journal of Research in Marketing, 10 (3). pp. 251-275.

Abstract

The controversy over postmodernism is often focused on the impact of consumer culture upon language. In this article, the historical relationship between commerce, language, and communication technology is explored. The struggle between mass and elite over the forms of literacy is outlined, raising questions about the sources of critical hostility toward postmodern culture. The author offers an alternative viewpoint, in which postmodern expression integrates words, pictures, and sound in a manner that is multidimensional, accessible, and communal.

Item Type: Article
Keywords: Culture; Postmodernism; Consumer culture; Consumer behaviour
Subject(s): Entrepreneurship
Centre: Entrepreneurship Centre
Faculty of Marketing
Date Deposited: 31 Jan 2012 21:27
Last Modified: 23 Oct 2015 14:06
URI: http://eureka.sbs.ox.ac.uk/id/eprint/1988

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