It's not postmodernism. It's pretty standard Frankfurt school fare, which sees humans as defining themselves through the commodities they possess and consume (in this case the products of the fitness industry). The fellow is talking a kind of commodity fetishism, really. https://twitter.com/HPluckrose/status/1006132279905792000 …
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Replying to @HPluckrose
Well, floating signifiers is Levi-Strauss, which is structuralism, not postmodernism, but... you'll see in my second tweet, I did put that floating signifiers is more suggestive of postmodernism. First tweet, and idea he's articulating, is pretty standard Frankfurt school.
9:01 AM - 11 Jun 2018
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