Abstract

This paper calls into question the growing tendency of quasi-absolutism within postmodern mainstream media discourse under the guise of objectivity. The tendency’s major aim is to ascribe more believability to its discourse by re-presenting that which it covers as the vehicle of objective truth to the mainstream audience. Two interweaving discourses have marked such objectivity: one in the form of indoctrinating and omnipresent narratives, which via effective propaganda become tantamount to ritualism, the other epitomised in the nostalgia for rationalisation, already inherent in western positivist thought through the exponential increase of quasi-empiricism. Accordingly, what the media cover exists. What they do not remains in the order of myth. The article starts by rethinking objectivity within modern western academia, a discourse whose objectivity is already flawed from within. Then, with respect to human experience and media coverage, the paper concludes by raising the question of postmodern mainstream media’s substitution of religious quasi-absolutist narratives, be they secular or non-secular. Subjectivity thus emerges as the ultimate ground upon which our being may be legitimate.