Hypermodernity/Supermodernity

Key Features
This cultural theory is described as being so modern, that it changes the way we look at everything else, both in the future and historical. Historical artefacts are seen as being acquired in a ‘lesser’ time; therefore they clutter up today’s culture.

Hypermodernity is said to reflect an intensification of modernity. Characteristics of Hypermodernity include: a deep faith in humanity's ability to understand, control, and manipulate every aspect of human experience. This can be seen in the commitment to science and knowledge; resulting in an emphasis on the value of technology as a tool to overcome limitations; as technology is worth more today than it was during Postmodernity. Our knowledge has grown because of it.

Other features of Hypermodernity are: a commitment to reason and the ability to improve individual choice and freedom, through a view of plausible truths. This is supposed to result in expanding wealth, better living standards and medical advances etc.

Key Theorists
# Gilles Lipovetsky
# E, Etzioni-Halevy
# Marc Auge
# Sébastien Charles

Reading List
# S. Charles and G. Lipovetsky, (2006) Hypermodern Times, Polity Press.
# S. Charles, (2007) Hypermodern Explained to Children, Liber, (in French).
# S. Gottschalk, (2009) Hypermodern Consumption and Megalomania: Superlatives in commercials; Journal of Consumer Culture.; 9: 307-327
# M. Auge (translated by J.Howe)(1995).– Non-Places: An Introduction To An Anthropology of Supermodernity ; London
# E. Etzioni-Halevy,(1998) The new theories of postmodernity and hypermodernity : Social/ideological context and implications for inequality; International Journal of Contemporary Sociology; vol 35, no2, pp 189 – 207; Joensuu University Press, Finland

How could I apply this to my Research?
As I am studying Heat Magazine for my research project; I would focus upon this part of hypermodernity;

‘a deep faith in humanity's ability to understand, control,and manipulate every aspect of human experience’

The magazine producer’s understand their readership, so know what to print in order to manipulate them into buying the magazine and treating it like their own Bible. An example of this is seen in the issue of weight; Heat Magazine know their readers care about their weight so by constantly featuring stories regarding celebrity’ weight and ‘how to lose weight like this celebrity did’; they know the reader will buy the magazine.

Manipulation of human experience can be seen in the subliminal messages of the magazine and with the constant emphasis on celebrity and how we should all aspire to be like these celebrities.

Finally, when I complete my virtual ethnography, I will be following the hypermodernity idea of the importance of technology.