Alientation presumes a central, unitary self . . . This was the beginning of the end of the modernist dominant theory thesis and traditional ideas about hegemony . Now, instead of experiencing, achieving or learning we're more likely to buy and consume our identity. Modernity changed the sense of identity through urban revolution. In postmodernity, although the city experience is still important, the mass media are more important in changing sense of individual and cultural identity.
Most people spend most of their day alone at a screen of a television or a computer.