PhD Thesis

Situated epistemologically with (post) modernism, ontologically between (post) modernism, and historically beyond (post) modernism, metamodernism is defined as a ‘structure of feeling’ that oscillates between a modern and postmodern sensibility. According to Robin van den Akker and Timotheus Vermeulen, this sensibility emerged out of the threefold threat of financial crisis, climatological uncertainties, and political instabilities (2010, p.4). This PhD thesis explores their claim to assess whether the Global Financial Crisis (GFC), climate change, and the failure of Third Way politics can be considered responsible for precipitating a new structure of feeling by comparing advertisements from different organisations such as financial institutions, internationally prominent non-government organisations (NGOs), and political parties. This thesis will be divided into five chapters. In chapter one, we will begin by defining the differences between the modern, postmodern, and metamodern sensibility. Next, we will explain how advertising can be viewed as an art form. In chapter three, advertisements from The Commonwealth Bank of Australia will be used to demonstrate the practical differences between modernism, postmodernism, and metamodernism. This will be followed by an analysis of the way environmental advertising from NGOs have changed over time with a focus on contemporary marketing communications. Finally, advertisements from The Scottish National Party will be examined to assess whether they could be said to reflect a metamodern sensibility. Ultimately, this thesis argues there is enough evidence to support the claim the GFC, climate change, and failure of Third Way politics did produce a new structure of feeling. In progress.