Jameson, 3/25

“For with the collapse of the high-modernist ideology of style—what is as unique and unmistakable as your own fingerprints, as incomparable as your own body…-- the producers of culture have nowhere to turn but to the past” (494).

Cultural production of the postmodern society is full of imitations. After reading this article, along with similar theories, I realize the truth behind the statement. It can be applied to almost every aspect of our American ‘culture’. When we were children, we were warned about the effects of karma—what goes around comes around. It’s interesting how this advice, which has stayed with us since we were young, is actually fitting and appropriate when looking at our society.
I view style as a very subjective thing. We talked about in class how it has become a complement, adding to a person’s personality. A “good sense of style,” however, seems to be an abstract thought. I know I have personally questioned the so-called “style” of my parents or older generations, especially in comparison to my own. Their behavior and dress seems outdated, conventional and conservative. But, without fail, my mother always reminds me that one day I’ll have children of my own and I’ll get to experience the distance between generations.
Just as modernist “style” has seemed to vanish, we can assume that what we view as normal will do the same, only to reappear down the line. The imitation of “normal style” of our society will undoubtedly occur in the future, presented as a new and cool trend. We have already witnessed the coming and going of past trends, especially in the fashion industry. I feel that this reproduction of the past highlights the almost lazy nature of our postmodern culture, and it is not just in fashion. This imitation extends to all areas of our culture—music, films, novels, etc.
As Dorfman stated in his article, “Fiction reinforces in a circular fashion.” The concept of fiction can be replaced with the concept of style. A controversial aspect of culture is found trendy and stylish by a subculture, then becomes mass produced and accepted as “normal,” paving the way for other trends. Making something common in society is how the media and the elite create ideologies. Ranging from fashion to architecture, these ideologies exist as an industry. These industries then rely heavily on the past cultures. Just as GM became prosperous, taking past ideas that work and tweaking them allows for the ability to appeal to the masses. The masses, however, are not usually aware of the origin of the trend, which allows the industries to continue to be economically successful.