Gyles Brandreth has an interesting enough article at Times Online about how Oscar Wilde fits in our time. But does absolutely everything need to be discussed in terms of capitalism, commercialism, and the marketplace? We're in an age when anything remotely related to identity (or the spirit) is discussed as "branding."
Existentialist? Existence precedes essence? There is no essence? The outward forms create the inner meaning; identity is self-created (thus "branded")?
Postmodernist? The outward forms signal that the center is empty, and so we focus on the image (and identify it as a "brand," full of shifting meaning and transient image)?
Or simply dehumanizing?