Category: modernism

We live in a post modern world, so why do we still use modernist ideas?

Market Research, as we currently understand it, started in the mid-20th century as TV advertising began to evolve.  This was the end of the modernist period when consumers were assumed to be rational human beings and everything could be measured. Truth was thought to exist independent of human consciousness Рit could be known through the application of reason. Since this time, however, the world has moved on to a post modernist perspective (and some believe

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