Gilles Lipovetsky - one of the most original social thinkers in France today- characterizes the actual society. There are now signs - he argues - that we 've entered a new phase of 'hypermodernity ', characterized by hyper-consumption and the hypermodern individual.Hyperconsumption is a consumption which absorbs and integrates more and more spheres of social life and which encourages individuals to consume for their own personal pleasure rather than to enhance their social status. Hypermodernity is a society characterized by movement, fluidity and flexibility, distanced more than ever from the great structuring principles of modernity
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