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date: 21 February 2020

Abstract and Keywords

Our evolutionary heritage of different reward allowances for different interests leaves us very responsive to social creations offering certain types of contrast effects. Zygmunt Bauman’s model of liquid modernity and its impact on more “solid” traditional cultures are examined in terms of changes in the use of these reward allowances on a mass scale as social structures offering the contrast impact of serial novelty are substituted for structures rooted in fixed high contrasts. From this perspective, liquid modernity may have a much deeper and lasting appeal than Bauman and other postmodern critics wish to be the case. Serial novelty is part of a pattern of social evolution rooted in our biological heritage of reward allowances and contrast effects.

Keywords: social evolution, repetition allowances, contrast effects, religion, inequality, technology

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