His concept of hypermodernity is post post-modernism; a society characterised by change (fluidity, flexibility and movement). The hypermodern individual is focused on their own pleasure, tempered with tension and anxiety from a lack of traditional structures, no belief systems (both of which provide an assurance) and an unknown future.Hmmm doughnuts….
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Hyperconsumption – Consumption for one’s own pleasure rather to enhance social status. From Hypermodern Times written by philosophers Gilles Lipovetsky and Sabastien Charles.