Gilles Lipovetsky wrote about of what he considered a “third phase of modernity” that came after postmodernity. He calls it “hypermodernity”.
The Modern Period started at the beginning of 19th century, with Industrial Revolution, Modern Science and establishment of Modern State. At same time that it was an acceleration of history, “discipline”, in a general sense, became stronger. It was also a time of dream and hope about possibilities of science and appreciation of ideals. The countercurrent of the scientism was the Romantic Movement.
In the second half of the 20th century the Postmodern Period was characterized by an accentuation on efficiency, results, individualism and less discipline. The countercurrent of part of it was “the counterculture movement”.
Lipovetsky understands that in the last two decades of the 20th century some characteristics of modernity and postmodernity improved and it was starting the “hypermodern times”. Together with hypermodernity came “hyperconsumption” and “hypernarcisism”. Lipovetsky thinks that one important factor of all that is the “logic of fashion”. Fashion started in modern times inside the aristocratic class. Step by step it achieved some level of society. In after postmodern times it reached almost all social classes, mainly in occidental world. In hypermodern times the “logic of fashion” was universalized and everything, or even everyone, can be a “product to consume”. So, the consumption became a activity by itself, under the desire of the consumer “to consume”. To be “up to date” all the time became a need, a commandment. This kind of consumption came together with a new hedonism under a feeling of insatiable pleasure, or insatiable aims of consumer. So, the impression of more liberty to buy and choose actually disguise new kinds of discipline…