Interdiscursive Readings in Cultural Consumer Research (
2018)
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Abstract
Despite Lyotard’s proclaimed end of metanarratives in a post-modern predicament,
metanarratives appear to be making a comeback. This is the case for antinatalism, a relatively
recent ideological formation or moral philosophical perspective that has spawned a new
social movement with an active presence in social media. The organizational and structural
aspects of NSMs render them amenable to being labeled as ‘post-modern’. In this context, the
emergence of ideologies as moral philosophies, such as antinatalism, loom like an outsider, or
like a retro fissure in a plastic canvass. The reason is that antinatalism shares the holistic,
fundamentalist and totalizing discursive traits of modernist metanarratives that were heralded
by Lyotard (1984) as being outmoded in a post-modern condition. Yet, this metanarrative is
also different in fundamental aspects from traditional metanarratives. These aspects pertain to
its rhetorical self-reflexivity and to its pre-occupation with rooting the propounded arguments
in empirical particulars, rather than in a metaphysical or transcendentalist realm. This new
form of metanarrative I call metametanarrative as it constitutes a philosophical regression, so
to speak, in a pre post-modernist cultural milieu.