a paradigm shift, shifting the paradigm  
 a look at the effects from the abundance of postmodernity on diversity

 

	‘Wallace later recalled the "fever-heat of expectation he felt". "On my first walk into the forest I looked about, expecting to see monkeys as plentiful as zoological gardens, with humming –birds and parrots in profusion." But after several days of seeing no monkeys and hardly any birds, he "began to think that these and other productions of the South American forests are much scarcer than they are represented to be by travellers". Any one who has stepped into a rainforest, head full of images from glossy nature photography, has had roughly the same disappointment, which derives from confusing diversity with abundance. ’1
	In a different context, Louis Menand in his text ‘Diversity’, in Critical Terms for Literary Study, states ‘Diversity is one of the problems of modernity," and much of his text is centered round the issues of multiculturalism and the growing awareness and importance of this from the 1960s. He discusses the Harvard report and mentions how the authors consider ‘diversity exclusively as a socio-economic phenomenon, a consequence of the natural inequalities of aptitude’. 2 He consequence of group mixing, not group separation’. 3 He then concludes that through the continues, by arguing that ‘what has happened to American life since the mid-1980s is a cultural phenomenon which is the commercial mass media a "common culture" has emerged. and he then states, ‘ The deeper difficulty is that diversity is a paradox; the more attention you pay it, the more quickly it disappears’. 4
	Globalization If diversity is explicit in modernity in its catch-cry to "make it new" and (make it different), then perhaps abundance is implicit in postmodernity and perhaps this abundance is a signifier of the emergence of a "common culture" (globalization) that Menand talks of.
	For it is a culture where mass-media, universal marketing and digitization have created universal codes that are often self-cloning and that have continued permeating economics, science and the arts with such a degree that it has implications for diversity. A range of economic aspects, such as the rise of multinational corporations and economic super powers, and a shift from an economy based on production to one based on consumption are often held to be hallmarks of postmodernity. Through economic globalization, multinational corporations have used aggressive marketing, advertising, and mass media to monopolize a growing market share with abundance but not necessarily diversity.