Postmodernism and Culture

This James chapter focuses on postmodernism and argues that is not to be seen and studied just as a period, or even a specific style, but as something a part of culture, something that transcends all that.  It takes issues in society such as capitalism, mass production, commercialization, -"death of the world of appearance" and envelopes them in art as generic, flat, and empty (in the traditional sense) but yet still very vocal and convincing.  

He also spends a lot of time arguing and positioning modernism vs. postmodernism.  The contrasts are centered around the cultural and political backdrop of the times.  I also liked that he pointed out the technical artistic points that differ between the two styles -specifically how art techniques moved towards relying on photography more and more, how the viewer no longer can grasp the artist's individuality - his/her unique brushstroke, colors, etc.  These changes in technique reflect on changes in society and popular culture.  

I found that he also presented many contradictions (or so they seemed to me... perhaps I didn't understand them fully).  For instance (Q1), James emphasizes that postmodernism is not devoid of feelings, but rather that these feelings are free-flowing and impersonal, which in a sense, I agree with.  But at the same time I don't fully understand how such impassive feelings become powerful statements.  Is the the lack of strong and passionate feelings that is what stands out?

(Q2) Later in the article James focuses on schizophrenic art and emphasizes that meaning does not lie in the signifier nor what was signified, but the movement, the way in which the message was delivered.  We see this everywhere in our world, from marketing trashy reality tv to marketing health eating habits, yet our world is still inherently materially and image centered, and focused on the end point.  How do these two ideas coexist in the same society?  Does the method or movement have a strong effect on the actual outcome?  On the way we perceive the outcome?