Page "Modernism" Paragraph 105

In fact, modernism flourished mainly in consumer / capitalist societies, despite the fact that its proponents often rejected consumerism itself.

However, high modernism began to merge with consumer culture after World War II, especially during the 1960s.

In Britain, a youth sub-culture emerged calling itself " modernist " ( usually shortened to Mod ), following such representative music groups as The Who and The Kinks.

The likes of Bob Dylan, Serge Gainsbourg and The Rolling Stones combined popular musical traditions with modernist verse, adopting literary devices derived from James Joyce, Samuel Beckett, James Thurber, T. S. Eliot, Guillaume Apollinaire, Allen Ginsberg, and others.

The Beatles developed along similar lines, creating various modernist musical effects on several albums, while musicians such as Frank Zappa, Syd Barrett and Captain Beefheart proved even more experimental.

Modernist devices also started to appear in popular cinema, and later on in music videos.

Modernist design also began to enter the mainstream of popular culture, as simplified and stylized forms became popular, often associated with dreams of a space age high-tech future.