Images of Modernity in the 21st Century: Automodernism

In the past twenty years, all the key authors who wrote about the state of postmodernity either began to be engaged in other research areas (Fredric Jameson) or declared that the postmodernism is dead (Linda Hutcheon). Since 2000, when the fatigue from the postmodernism became evident to everyone, various researchers, critics and theorists began to offer their concepts of our era. However, all these theories, emphasizing the change of cultural paradigms, interpret culture traditionally not paying attention to total digitalization and the introduction of new technologies into our lives. However, in two concepts of our time these processes become central. These are the concepts of the digimodern and automodern. The focus of this article is the idea of automodernism, proposed by the American social theorist Robert Samuels in 2007/2009. He believes that our world is characterized by two contradictory tendencies – automation and the desire for autonomy (personal freedom). From his point of view, the former often does not allow to reach the latter due to certain circumstances. Samuels, using the example of a car, a personal computer, the Internet, etc., shows what exactly our culture is in the broadest sense. Analyzing the concept of “digital youth,” he also pays attention to the formation of a new subjectivity of the era of automodernity. Finally, the most interesting part of the concept of automodernism, which is most relevant today, is the criticism of leftwing social and philosophical concepts (Slavoj Žižek, Jameson) and cultural theories (Henry Jenkins). At the end of the article, the author mentions Adam Greenfield’s latest book Radical Technologies: The Design of Everyday Life. Thanks to this book, Samuels’ theory can be verified. 

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