The Fit with Post Modern Marketing Conditions

The 'Social Network Culture' trend fits well within the Post Modern Marketing conditions. Hyperreality is concerned with creating environments that are 'more real than real' (Brown). The networking culture allows individuals around the globe to identify and interact with others with common interests as if those poeple were in the same room. Therefore, speeding up the time and chances of finding like-minded individuals on any given subject.

The social networking culture has allowed individuals to lead more fragmented lifestyles in an environment which is ever present 24x7x365. Working within a major corporation during business hours but being a downhill cyclist in the evenings and weekends, the pick and mix of lifestyle choices that modern consumers can choose has resulted in a huge growth of social 'Groups' and 'Fans' and applications

such as second life to support these multiple roles/identities.

The paradoxical juxtaposition of opposites condition is concerned with the inability to pin down a target audience. In turn this has led to attempts to attract audiences by creating designs with contradictory designs and motifs. A quick scan of the number of social media site designs, and the ability to design ones self as well as the site could be seen as making use of this condition.

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Finally, Tolerance for difference and Multiplicity was defined by Firat as “An acceptance of difference (different styles, ways of being and living) without prejudice or evaluations of superiority and inferiority” (1997, pg. 186). Social networking sites allows individuals to be whom ever they wish to be, whilst it is anonymous, it also allows individuals to be what ever they would prefer to be and how much they are to sharing their 'real' identity with others.

All these conditions support that Social Networking Culture is set to grow and be a new potential opportunity for my organisation.