The theory of communication in postmodernism and its relevance for digital marketing in local communities.
Today, amidst the digital transformation of business and society, communication theory becomes especially relevant — particularly when it comes to building effective relationships with clients and partners. Postmodernism, as a school of thought in philosophy and the social sciences, offered a unique, positive, and seemingly simple view of communication which, despite all its caveats and disclaimers, can still significantly enrich digital marketing — especially when dealing with local communities.
What is the Postmodern Theory of Communication?
Postmodernism rejects classical ideas of a single truth and rationality, characteristic of modernism. Instead, it emphasises that reality is constructed through communication, through the interaction of symbols and interpretations.
Key features of the postmodern approach:
- Rejection of universality:
There is no single universal truth or value. Every community has its own unique system of meanings and representations. And so does each local subculture. Reputation, common sense, and rational critical thinking give way to primitive “us vs. them” binaries, identity values, endless mutual forgiveness, and mutually beneficial transactions. We have returned to a neo-medieval neo-corruption in all spheres of communication.
- A play of signs:
Communication is not the transmission of ready-made information, but the constant creation and redistribution of meanings through language and symbols. Hence the new/old affection for occultism, religions, philosophical teachings — form has once again become more important than content.
- Scepticism towards scientific rationalism:
Science is no longer seen as an absolute truth but as one form of discourse. Just ten years ago, claiming the periodic table or the geochronological scale were “just opinions” would have sounded mad. Now — it’s routine.
- Fluid multiculturalism and pluralism:
A recognition and valuing of cultural and social diversity — alternating with periods of reactionism and outbursts of chauvinism, bans, and religious intensification.
Subjectivity of perception:
Everyone constructs their own reality based on personal experience and interactions with others — and “common”, “basic” values are dissolving. “Human rights” risk fading into oblivion once again as “just another theory”.
And we should remember: globally, postmodernism is but one of many instruments in one of many conceptual frameworks — and it has already been declared dead multiple times.
What Do We Even Mean by “The End of Postmodernism”?
Postmodernism is not a single style or era but a mesh of approaches and attitudes encompassing philosophy, art, architecture, social theory, literature, and of course, marketing. It never had a formal beginning — it simply flowed from disillusionment with 20th-century modernist utopias — and therefore never had a clear end.
Versions of the “Death” of Postmodernism
- In philosophy, the end of postmodernism is usually marked around September 11, 2001 — when it became obvious that “irony doesn’t stop missiles”. Terror, war, fundamentalism, and climate catastrophe — all these “crude” things swept the rug out from under the post-structuralists.
- In art and culture, the death of postmodernism is sometimes marked by the arrival of hyperreality, digital kitsch, and algorithmic culture. No longer a play of meanings — but a trade in them via TikTok.
- In architecture, the end is placed roughly in the early 2010s — when a new wave of tech-minimalism and “eco-urbanism” emerged.
- In marketing and media, postmodernism devolved into memology, irony for irony’s sake, and then into post-irony, metamodernism, capitalist surrealism, and aesthetic capitalism. A transition from “nothing is true” to “everything is already merch”.
Attention: It Wasn’t Killed — It Became Default
Postmodernism, as a label, became a basic operating system:
- Irony and referentiality — now banal;
- Simulacra — normalised;
- Rejection of grand narratives — mainstream;
- Pluralism and ironic scepticism — standard in culture and education
.
What came after is often called:
- Post-postmodernism (how original),
- Metamodernism — a swing between sincerity and irony,
- Hypermodernism — obsession with future, tech, and speed,
- Pseudomodernism — a culture where the viewer is both consumer and content.
The symbolic date for the end of postmodernism: 9/11/2001.
The real one: the death of Jean Baudrillard in 2007.
The Irony of Postmodernism: It Doesn’t Die — It Becomes Merch. That’s why we’re no longer living in postmodernity, but in its latest joke — which outlived its author.
How to Apply the Postmodern Approach in Digital Marketing?
In digital marketing — especially when building relationships with local communities — the postmodernist approach offers several practical tips::
Personalisation of communication
In the digital world, successful marketing means personalised marketing. Postmodernism highlights the importance of individual perception and subjective experience, so marketers must focus on the unique needs and preferences of each user. Example: Using AI systems to generate personalised product or content recommendations based on a user’s interaction history with the brand.
Working with cultural contexts
Multiculturalism and pluralism require brands to consider local specificities and cultural nuances. This is crucial in local communities where identity and tradition are strong. Example: Local brands can use regional slang, symbols, and traditions in their digital content to boost engagement and loyalty.
Creating dialogical platforms
The postmodern idea of deconstruction and ongoing play of meanings emphasises the need for dialogue between brand and audience. Communication should be two-way, open to new interpretations and meanings. Example: Using social media and messengers to interact with clients, create forums for discussion, and generate interactive content where users shape meanings and interact with the brand.
Managing signs and symbols
Effective digital communication is the art of managing signs and symbols that reflect a brand’s values and identity. These symbols must be clear and relevant to the target audience. Example: Designing a visual style and brand language that resonates with local cultural codes and meanings.
A sceptical approach to “universal solutions”
Postmodernism teaches us to question universal and cookie-cutter marketing strategies. What works in one market may completely fail in another. Continuous testing and adaptation are key. Example: Using A/B testing and ongoing analytics to identify the most effective formats and strategies for each community or audience segment.
Theoretical Directions and Their Practical Relevance
Structuralism and Post-Structuralism help marketers understand how language and symbols shape perception — vital for designing advertising and content.
Discourse theory highlights how communication shapes social practices — especially useful in reputation management and PR strategies.
Social constructivism points to the need to build communities and support groups around a brand — as reality and value are created through interpersonal communication.
Final Takeaway
Understanding postmodern communication theory provides digital marketers with valuable tools for building effective, deep, and lasting relationships with local communities. In the digital age, communication is not just information transfer — it is a constant co-creation of meaning that demands flexibility, adaptability, and a deep understanding of cultural context — along with continuous feedback.
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