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Postmodern Culture, Convergence and Advertising

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Advertising in Contemporary Consumer Culture

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Abstract

This theoretical chapter maps the era of postmodernity as a way into dealing with the questions of aesthetics, culture and the impetus towards the collapse of distinctions between high-low art, the constitution of hybridity and intersection and how different media types spill through to one another. The dynamics of convergence media are then discussed in the context of their impact on advertising and how it might be reconsidered in a media environment where boundaries between media forms are merging and advertising itself in a state of transformation.

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Authors and Affiliations

  1. The University of Notre Dame Australia, Sydney, Australia

    Hélène de Burgh-Woodman

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de Burgh-Woodman, H. (2018). Postmodern Culture, Convergence and Advertising. In: Advertising in Contemporary Consumer Culture. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-77944-7_2

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