The academy, perhaps especially in Britain, is today so swamped by the assumptions and practices of market economics that it is deeply implausible for academics to tell their students they inhabit a postmodern world where a multiplicity of ideologies, world-views and voices can be heard. Their every step hounded by market economics, academics cannot preach multiplicity when their lives are dominated by what amounts in practice to consumer fanaticism. The world has narrowed intellectually, not broadened, in the last ten years. Where Lyotard saw the eclipse of Grand Narratives, pseudo-modernism sees the ideology of globalised market economics raised to the level of the sole and over-powering regulator of all social activity – monopolistic, all-engulfing, all-explaining, all-structuring, as every academic must disagreeably recognise. Pseudo-modernism is of course consumerist and conformist, a matter of moving around the world as it is given or sold.
The article is (perhaps rather appropriately) low on context; “pseudo-modernism” is not, after all, simply a brute fact, but has a specific relationship to the way in which post-modernism has played itself out over the last 30 years.