[...] The moderns were interested in what was likely to come of such changes and their general tendency: they thought about the thing itself, substantively, in Utopian or essential fashion. Postmodernism is more formal in that sense, and more "distracted," as Benjamin might put it; it only clocks the variations themselves, and knows only too well that the contents are just more images. In modernism, as I will try to show later on, some residual zones of "nature" or "being" of the old, the older, the archaic, still subsist; culture can still do something to that nature and work at transforming that "referent." Postmodernism is what you have when the modernization process is complete and nature is gone for good. It is a more fully human world than the older one, but one in which "culture" has become a veritable "second nature." Indeed, what happened to culture may well be one of the more important clues for tracking the postmodern: an immense dilation of its sphere (the sphere of commodities), an immense and historically original acculturation of the Real, a quantum leap in what Benjamin still called the "aestheticization" of reality (he thought it meant fascism, but we know it's only fun: a prodigious exhilaration with the new order of things, a commodity rush, our "representations" of things tending to arouse an enthusiasm and a mood swing not necessarily inspired by the things themselves). So, in postmodern culture, "culture" has become a product in its own right; the market has become a substitute for itself and fully as much a commodity as any of the items it includes within itself: modernism was still minimally and tendentially the critique of the commodity and the effort to make it transcend itself. Postmodernism is the consumption of sheer commodification as a process. The "life-style" of the superstate therefore stands in relationship to Marx's "fetishism" of commodities as the most advanced monotheisms to primitive animisms or the most rudimentary idol worship; indeed, any sophisticated theory of the postmodern ought to bear something of the same relationship to Horkheimer and Adorno old "Culture Industry" concept as MTV or fractal ads bear to fifties television series.