So how do we live in this world of “post-industrial society” and “multinational capitalism,” as Fredric Jameson puts it? What are the fundamental implications for everyday life within the postmodern framework? To begin with, this “logic of late capitalism” marks a new phase of human existence in which we have become naïve of history. The 24-hour news cycle is often just that—we forget the things that happened more than 24 hours ago. Without the metanarrative, society has been thrust into an oversaturated melee of advertising, “news,” and “culture.” When Jameson refers to the “logic of late capitalism,” perhaps he means that under an economic model where the impetus is to consume, consume, consume, that it is no wonder we lose our identity. If the things we buy define us, then by definition we become those things. And who wants to be a vertical stack washer/dryer combo from Home Depot? The endgame of incentivized identity construction though advertising can only be the mass obliteration of metanarrative, can only result in the stranglehold of the media and the mega-corporations and the Walmart cultural paradigm. Jameson laments the recent murder of high culture at the hands of mass culture; he contends that we live our lives ever immersed in the present for the very specific purpose of forgetting the past. The modernist dream of the “infinite advance of social and moral betterment” has rusted like the bustling factories that inspired it—replaced instead with the sobering realization that we may in fact be infinitely advancing into the smog-choked darkness of the postmodern gutter.
But I’m optimistic. Soon (please God, soon…), there will be an anti-postmodern movement. Just as the modernist poetry of T.S. Eliot and the refreshing psychosis of Ezra Pound were visionary in their active rejection of the tacky conventions of the Gilded Age, and just as postmodernists subsequently found the modernist rebellion to be watered down after its publication in textbooks, so too will a new generation of thinkers emerge from the shameful muck of our time and present us with another version of subversion.