In a nutshell: The role of time itself in contemporary culture has been radically altered by the role played by technology and communications time is represented in ways consistent with its effects on people in our society. Time is a fluid, changeable, negotiable entity. It is measured and chopped up and sold like every other commodity. We are living in Bourgeois time - hence like commodities themselves, how time appears and is thought is available on the marketplace as well: some products offer fast time, others slow time, others both.