o Production of customised products for niche markets promotes cultural diversity
o Easy switching of production from one product to another encourages constant shifts in fashion
o Consumption turned into leisure, culture and identity into products/commodities
o Cultural products such as fashion, sports and music have become an important source of profit.
Ø Jameson argues that postmodernity represents a more developed form of capitalism because it commodifies virtually all aspects of life, including our identities.
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