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Abstract ▼ AI-Helper

This paper is to explore the internet consuming life from the perspective of liquid modernity insisted by Zygmunt Bauman, sociologist. Actually modernity has not subsided under the weight of postmodern criticisms. On the contrary, it has sprung back with new terms such as reflexive modernization, mu...

This paper is to explore the internet consuming life from the perspective of liquid modernity insisted by Zygmunt Bauman, sociologist. Actually modernity has not subsided under the weight of postmodern criticisms. On the contrary, it has sprung back with new terms such as reflexive modernization, multiple modernity and liquid modernity. The appearance of these terms could be regarded as specific attempts to go beyond postmodern critiques. However, all these approaches cannot represent different visions of what contemporary society including internet life entails. In particular, the consumer culture of internet has no strict principles and directions unlike the insistences of given modernities. Social commerce, a kind of internet shopping culture, is about being able to communicate directly with consumers to find out what they want in life that would make them satisfied. Consumers taste run wide gamut so that they can exert themselves to improve their autonomy. In this process, all fixed principles and relations of modern society business seem to have changed into flexible attributes. Consumer’s attributes are based on egocentrism of human needs and wishes. It looks like those of liquid modernity which is a generator of novel experience to lead personal disintegration and heighten flexibility. Thus the aspects of internet consumer culture could be considered as the attributes of real thing of liquid modernity to activate the human agents’ freedom.

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