Essai: weaving postmodernism

As more and more organizations establish their presence on the World Wide Web, the question of interacting in the new medium presents challenges to practitioners and academics alike. How should economic and symbolic activity be conducted and conceptualized? Different assumptions about the new medium will result in disparate activities ‐ and concomitantly varying degrees of success or failure. In this article we explore the phenomenon of the Web using themes which characterize postmodernism. Postmodernism is a rubric of praxes and thoughts that “dis‐embodies” the information age, and thus offers unique insights into information‐rich contexts such as the Web. The article is set out as follows. First, the signifiers of “modern” and “postmodern” are discussed. Second, the Web is explored using key themes of postmodernism. We conclude that a postmodern perspective will illuminate thinking in the new information medium, just as modernism facilitated thinking in traditional physical medium.