Postmodernism for beginners - a simple explanation

Postmodern theory, postmodernism, what’s it all about?

If you’re a PhD student in social sciences or business, chances are you’ve come across the term “postmodernism” and quietly wondered, What on earth does this mean? You’re not alone.

A quick note before we dive in: You might have seen both postmodernism and postmodern theory and wondered if they’re the same thing. They’re closely connected, but not quite the same.

Postmodernism is the big-picture cultural shift - the move away from traditional ideas about truth and certainty. It shows up in everything from architecture to advertising.

Postmodern theory is how academics make sense of that shift. It’s the set of ideas and tools you’ll use in your research to explore things like identity, power, media, and consumer culture.

In this post, I’ll mostly say postmodern theory - because I want to give you practical tools for your research. But you’ll understand both by the end!

Postmodern theory has a bit of a reputation. It's often seen as abstract, confusing, and heavy on the jargon. But beneath the complex terminology lies a set of ideas that can genuinely help you understand how people make sense of the world - especially a world filled with contradictions, multiple perspectives, and a dizzying amount of information.

No matter what you’re studying, postmodern theory gives you a toolkit to question assumptions and embrace complexity. It helps us learn to love the mess, what’s not to like, right?!

So, let’s unpack it. Step by step. No jargon. With plenty of relatable examples.

What is postmodernism, really?

Let’s start simple.

Postmodernism is basically a way of looking at the world that challenges the idea that there is one "truth" or single way of understanding things. Instead, it argues that reality is messy, people essentially make it up as they go along, and tell stories that are all a bit – or a lot – different from each other.

If modernism (the movement that came before) was like a neat instruction manual promising order, logic, and progress, then postmodernism is like looking at that manual, raising an eyebrow, and saying: But who wrote this? And what did they leave out?

Think of a jigsaw puzzle. Modernism believes if you work hard enough, you’ll complete the puzzle and see the full picture. Postmodernism suggests: what if the puzzle has missing pieces, or multiple ways to assemble it, or pieces from entirely different puzzles thrown in?

Where did postmodernism come from?

I always say that theory hold up a mirror to the world in emerges from. Theory tells you a lot about the period of history in which it was developed.

Postmodernism is no exception – it didn’t just appear out of nowhere. It grew to prominence in the mid-to-late 20th century, reacting to big events and shifts: World War II, the Cold War, rapid technological advancements, globalisation, and mass media.

People started to feel sceptical about grand narratives - those big, sweeping stories like “science will solve all problems” or “capitalism guarantees freedom.” Postmodern thinkers began to question these claims, pointing out contradictions and highlighting voices that had been ignored or silenced.

Core ideas of postmodern theory

Let’s break down some of the key concepts you’re likely to encounter.

1. Relativism: Many truths, not one

Postmodernism argues that truth is not absolute. What feels "true" depends on your perspective, culture, and experience.

For example, if you ask five people how they feel about remote working, you’ll likely get five different answers — none of which is the definitive truth. For some, it’s liberating. For others, it’s isolating. Postmodernism encourages us to respect and explore these multiple truths.

2. Social construction of reality

The way we understand the world is shaped by social processes, language, and culture. For instance, money itself is a social construction. It only has value because we collectively agree it does. Without that shared belief, it's just paper or numbers on a screen.

3. Rejection of grand narratives

Postmodernism is sceptical of big, all-encompassing explanations like grand theory and grand narratives (I wrote another blog about this fairly recently, I’ll link to it here). Instead, it focuses on smaller, localised stories (sometimes called "micro-narratives"). For example, rather than accepting the story that "economic growth always benefits society," postmodern thinkers ask: Who benefits? Who doesn't? What are the hidden costs?

4. Playfulness and irony

Postmodernism often embraces playfulness and irony, challenging the seriousness of traditional theories. In marketing, you’ll see brands use irony in self-aware advertising. Think of a fast-food chain poking fun at itself for being "junk food," while still selling you fries. This self-referential humour is classic postmodern playfulness.

5. Hyperreality

Postmodernist Jean Baudrillard came up with the idea of “hyppereality”. This means that our world is so filled with media that the pictures and stories we see online often seem more vivid and convincing than real life itself. Think of a travel influencer’s Instagram feed. The perfectly filtered beaches and sunsets often feel more appealing than the real, messy experience of travel (with delays, crowds, and sunburn and treading in unpleasant stuff on the beach!). That's hyperreality in action.

Why care about postmodernism?

You might be thinking: Okay, this is interesting, but how does it help me with my research?

Here’s why postmodern theory matters for your work:

It helps you question assumptions: rather than taking concepts like "leadership," "success," or "progress" at face value, postmodernism pushes you to ask: Who defines these terms? Who benefits from these definitions?

It embraces complexity: social and business environments are rarely straightforward. Postmodernism equips you to handle ambiguity and understand competing narratives, which is vital for qualitative research.

It makes room for marginalised voices: postmodern theory encourages the inclusion of perspectives that traditional theories might overlook - whether that's minority consumer groups, grassroots movements, or informal economies.

Examples - what would a postmodernist ask/say?

Let’s bring this to life with some concrete examples.

Consumer culture

Think about "brand loyalty." Postmodernism suggests consumers aren't just buying products - they're buying identities, stories, and meanings. Someone buys Apple not just for a phone, but for what the brand represents: creativity, innovation, status.

Social media influencers

Influencers curate hyperreal versions of their lives. Their feeds blend authenticity and performance, blurring the lines between reality and representation. Followers engage with the image of the person as much as - or more than - the actual person.

Organisational culture

Organisations often promote grand narratives like "we are a family." Postmodernism invites you to unpack this: is it genuinely inclusive, or is it used to encourage overwork and loyalty?

Globalisation and identity

Postmodernism helps us understand how globalisation creates hybrid identities. A person might grow up in one country, be educated in another, and work in a third — carrying multiple cultural influences at once.

Common criticisms of postmodernism (and how to respond)

Of course, postmodernism isn’t without its critics. Let’s look at a few common criticisms - and how to think about them.

“It’s too pessimistic.” Postmodernism can seem bleak because it deconstructs familiar stories. But it’s not necessarily pessimistic - it invites us to see possibilities in diversity and difference.

“It’s vague and hard to apply.” Postmodern ideas can feel abstract. The key is to use them as lenses, not prescriptions. They help you ask better questions rather than provide ready-made answers.

“It leads to ‘anything goes.’” Some argue postmodernism rejects all standards. In practice, though, it encourages thoughtful critique - recognising multiple viewpoints doesn’t mean all ideas are equally valid; it means we need to evaluate them carefully.

How to use postmodernism in your research

If you’re thinking about how to practically use postmodernism in your PhD, here are a few tips:

Be explicit in your methodology. If you’re drawing on postmodern perspectives, explain how this shapes your approach to research questions, data collection, and analysis.

Explore multiple narratives. Instead of searching for one definitive answer, embrace the richness of different perspectives in your data.

Reflect on your role as a researcher. Postmodernism reminds us that researchers aren’t neutral observers. Your background, values, and assumptions shape your work — acknowledge this in your writing.

Use creative methods. Consider using visual data, narratives, or participant-created materials in your research. These methods align well with postmodern sensibilities.

Embrace the mess!

If you take one thing away from this blogpost, let it be this: postmodernism doesn’t give you a tidy answer. It gives you permission to sit with complexity, to notice the contradictions, and to appreciate the diverse ways people make sense of their worlds.

For your PhD journey, this can be liberating. You don’t have to resolve every tension or fit everything into a neat conclusion. Instead, you can acknowledge the messiness of real life - and produce research that feels honest, reflective, and deeply thoughtful.

So next time you see the word postmodernism, don’t panic. Think of it as an invitation to explore the world in all its fascinating, fragmented glory.

Enjoyed this blogpost? Check out my other blogs on all things theoretical, paradigmatic and conceptual by clicking here!