The passing of the postmodern in pop? Epochal consumption and marketing from Madonna, through Gaga, to Taylor
研究探讨当代文化从后现代向后后现代转型对营销的影响，通过分析麦当娜、嘎嘎和泰勒·斯威夫特的歌词，揭示后后现代特征及其营销启示。
Using the literature-in-marketing approach this study explores the transition said to be occurring in contemporary culture, society and philosophy between the waning postmodern and the ascendant post-postmodern. Research gauges a complex unfolding sociocultural moment that has major implications for marketing, but which heretofore has been little described. Song lyrics of prominent pop music artists, Madonna and Taylor Swift, are suggested to illustrate respective characteristics. Lady Gaga is held up as an intermediary between Madonna's deconstructive and Taylor's reconstructive selves. Themes of reputation, revenge and romance highlight how Swift experiments with re-compositions of self in relation to surroundings and vice versa. Her fabulations and manipulations thereof are supported by processes of communality, publicity and transition. The rise of Taylor Swift as a post-postmodern paragon provides insight into where the post-postmodern turn might be observed and how it may impact marketing theory and practice.