Modernity

Modernity

Emergence of modern European societies can be traced back to the 1500’s but the spread of modernity was an uneven process.

The 18th century saw the Age of Enlightenment and Age of Reason where society was challenging the view of religious and state authority when they were unable to challenge the status quo and sought more self-governance and freedom for the individual. Modern industrial societies are characterised by a combination of processes – political, social, economic and social that created a form of social life called Modernism.

Industrialization, the emergence of capitalism and growing bureaucracy led to new ways of organizing waged labour. Social relations were fundamentally changed. Society became structured and categorised by class, race, occupation, gender or money. Individuality became less important and people were seen as a homogeneous mass with similar tastes, interests and attitudes. Work was outside the domestic sphere. This created a demarcation between work and leisure time and home and work place. According to Marx people were alienated from the means of production because of increasing specialization of functions and the chain of production and distribution.

The Industrial Revolution in the 19th century led to mass production and mass consumption. As well as reorganization of time there were logistic and spatial changes. Industrialization resulted in migration from rural areas to manufacturing towns. Urbanization was a key development of the demand for mass production and mass markets requiring economies of scale and changes to the transport infrastructure. People worked long hours. Civic identities and image became important and systems became bureaucratic and regulated.

Berger (1977) noted 4 general characteristics of modernisation:
1. Decline of small traditional communities
2. The expansion of personal choice
3. Increasing diversity in patterns of belief
4. Future orientation & growing awareness of time

Durkheim: focused on the highly specialized division of labour that grew with industrialization. Durkheim feared modern societies would be increasingly vulnerable to anomie (weak & conflicting cultural norms that provide little moral guidance to individuals). He argued that in these societies there was a tendency towards ego-centrism and a wide range of lifestyles.

Weber: believed rational action had become the dominant mode of action in modern industrial society. He believed bureaucratic institutions were the dominant organizations of an industrialized society. His theory of rationalization must be seen in the context of his general theory of social change. Weber feared that rationalization, especially in formal bureaucratic organizations, would result in the dehumanization of society.

Marx: stressed the importance of social conflict. Modernity was synonymous with capitalism, an economic system produced by the class struggle towards the end of the feudal era of European history. Capitalism drew populations from rural areas & small towns into a market system centred on industrial cities.


Two general categories can be identified:-

Modernity as mass society- an industrial, bureaucratic society. The small scale of life common to pre- industrial societies has been lost. The modern state has expanded its functions & government takes responsibility for tasks carried out informally by the extended family & neighbours – defence, health, education, social welfare etc. The mass media grows in importance. Mass communication & transportation contribute to the weakening of traditional values. Greater social mobility leads to greater social diversity. Individual rights & freedom of choice are valued

Modernity as class society- based largely on the ideas of Karl Marx & refers to industrial societies in which capitalism has resulted in pronounced social stratification. Human beings are viewed as commodities or cogs in the machine. This approach emphasizes the persistence of patterns of social inequality.


Tourism

• Mass tourism is a phenomenon of modern society

• Modern society provided the means & opportunity for people to participate in tourism

• The tourists were homogeneous travelling to the same destination in large numbers

• The three following developments were instrumental in the growth of the demand for tourism:-
1. Technological advances revolutionized transport & communications – mass transport
2. Industrialization provided wealth – disposable income
3. Socially sanctioned & institutionalised leisure time – paid annual leave


• The means to travel does not create the motivation to travel. The motivation is caused by the desire to escape the stresses of modern society and relax

• According to SHARPLEY, R (1994: p.220) Tourism, Tourists & Society “Tourism is both caused and sustained by modern society’”