Postmodernity.

Postmodernity is the condition that exists in the late 20th century, especially in Western society. The condition consists of various social-political, economical, technological and cultural practices.  Now let us have a look at some general features of post-modernity.

The people are more sceptical and started to question or doubt the authority. 

People did not believe in standard meaning, truth and fact. There is no reality or truth. Everything is constructed and valid only for a particular intellectual tradition or a particular social group. It means, meaning, truth, and reality vary based on the social group or culture.

Media has a significant role in constructing identity and reality.

Because of the technological boom and development of social media, anybody can create videos, music and articles and upload them for public consumption. Therefore the media has a significant role in forming the point of view of the common people.

Postmodern society is consumer-oriented than work-oriented. 

They spent more time in a shopping mall and shopping than factories.

Hybridity is another feature of postmodernity.  

It means the mixing of different cultural traditions like East and Western.  People scattered from their homeland and live together in different places. Society is no more divided based on gender, class and ethnic background. Therefore there is a hybrid of different classes, different ethnic groups, different religions, different nations, etc.

Post-industrialism and the new production/ consumption.

Postmodernity is the condition that takes place in post-industrial society. And it is a  condition whereas information controls everything.

Now let us look at changes in production and consumption during the time of post-industrialism or postmodernism. 

Failure of the Fordist model. 

Fordist model is a system of mass production introduced by Ford motor company. Mass production of the same product leads to overproduction without demand in the market.

Introduction of new method Just-in-Time stock management (JIT)

It means that products are produced and delivered only on demand. Instead of mass production, they produce with small batches of customisation. 

Change in the nature of the occupation. 

The primary concern of the people shifts from factory industry to service industry. The large number of people involved in information work or service work (white-collar jobs) in the field of education, banking, medical, therapy, etc. In other words, there is a shift in occupation from industrial works to white-collar jobs. 

Transformation in the production process.

The development in Information and Communication Technology transformed the production process. Capital is global now any country, government, the multinational company can invest in any other country through the stock exchange and banks. Large amounts of money are presented only as numbers on the screen.

Fragmented production process.

There is no fixed location for the production process. Factors of production are scattered throughout the world. This means that raw materials may collect from one country, production units may exist in third world countries, and capital comes from another continent.

 

Niche marketing.

Niche marketing is another change that took place in post-Industrial society. Niche marketing is a strategy that breaks up the market into different smaller groups. And focuses on the particular targeted audience. Instead of targeting every customer, it targets only a particular group. Any individual can find an apt product with specifications to full fill his/her needs. 

Daniel Bell suggests changes happened in post-Industrial societies. 

1. Reduction in the number of labourers who work in industrial fields due to mechanisation. 
2. Increase in the industrial output or industrial production.
3. Increase wealth in the hands of the people, therefore, they started to spend more time on leisure and entertainment activities.
4. People are more dependent on service-oriented professions.

Manuel Castells identifies four forms of labour in contemporary society.

1. Producers of high value: Informational labourers from service industry research, education, health, etc. come under the category.
2. Producers of high volume: The low-cost labourers come from non-white-collar professions under this category. 
3. The producers of raw materials: Those who are associated with the production of raw materials. This group of labourers produces raw materials in agriculture and industrial field.
4. Redundant producers: Devalued and degraded informal workers come under this category.

The multinational companies coordinate all 4 types of labourers during the time of the production process.

This is the major condition that exists in postmodern or post-industrial society. For the detailed reading, you can buy An Introduction to Cultural Studies by Pramod K Nayar

REFERENCE

Nayar, K Pramod. Locations, An Introduction to Cultural Studies. New Delhi: Viva Books,2019.