PostmodernismPostmodernism

A Level Media StudiesA Level Media Studies

A definition…A definition…

Problematic Problematic The social, political and cultural values that The social, political and cultural values that

were prevalent at the end of the 20were prevalent at the end of the 20 thth and early and early 2121stst centuries. centuries.

In a postmodern culture there is a greater In a postmodern culture there is a greater sense of ‘anything goes’ with audiences sense of ‘anything goes’ with audiences constructing their own meanings from a range constructing their own meanings from a range of cultural and media artefacts.of cultural and media artefacts.

Ideas, styles and icons are taken from another Ideas, styles and icons are taken from another medium and reworked into a new text.medium and reworked into a new text.

Identifiable elements of a postmodern context

The decline of party politics

and trade unionism

Collapse of communism and belief in the

ability ofgovernments to

centrally plan societies Insecurity and

uncertainty

Media-saturatedsociety with

instantaneouscommunications

An emphasis on difference ratherthan uniformity

Increasing emphasison the importance

of style and the visual

The context in which contemporary media texts are produced

Lyotard (1984)Lyotard (1984) Suggests that in a postmodern period, Suggests that in a postmodern period,

explanations/theories of the world explanations/theories of the world (metanarratives) such as Marxism, capitalism, (metanarratives) such as Marxism, capitalism, religion and science have been debunked, religion and science have been debunked, leading to greater instability within society.leading to greater instability within society.

HOWEVER…HOWEVER… There are now a greater range of religions and There are now a greater range of religions and

interpretations of previously established interpretations of previously established religions…religions…

Individuals can take a pick and mix approach to Individuals can take a pick and mix approach to find a religion that suits them.find a religion that suits them.

Identifiable characteristics of post-modern Identifiable characteristics of post-modern media textsmedia texts

1) INTERTEXTUALITY1) INTERTEXTUALITY**the way in which texts refer to other media texts **the way in which texts refer to other media texts

that producers assume audiences will recognise**that producers assume audiences will recognise** Audiences enjoy recognising and understanding Audiences enjoy recognising and understanding

intertextuality.intertextuality.

DANCEDANCE – Justin Timberlake borrows dance moves from Michael – Justin Timberlake borrows dance moves from Michael Jackson.Jackson.

MUSICMUSIC – DJs remixes of popular songs...or the mash-ups in – DJs remixes of popular songs...or the mash-ups in Glee.Glee.

FILMFILM – Scary Movie borrows clips from other horror films to – Scary Movie borrows clips from other horror films to create comedy.create comedy.

FASHIONFASHION – Lady Gaga influenced by Madonna. – Lady Gaga influenced by Madonna.

IntertextualityIntertextuality

Is not always obvious...Is not always obvious... References can only be recognised if you References can only be recognised if you

know what they are referring to.know what they are referring to. Cultural, social and linguistic limitations.Cultural, social and linguistic limitations. People bring their own experiences to the text.People bring their own experiences to the text.

““I’ll have what she’s having.”I’ll have what she’s having.” Family Guy Family Guy PG TipsPG Tips

The Simpsons and Clockwork Orange

Edvard Munch – The Scream

Homer Simpson – The Scream

Shrek and popular cultureShrek and popular culture

Numerous references to American brands.Numerous references to American brands. Burger Prince (Burger King)Burger Prince (Burger King) Olde Knavery (Old Navy)Olde Knavery (Old Navy) Far Far Away sign (Hollywood sign)Far Far Away sign (Hollywood sign) Saxon Fifth Avenue (Saks Fifth Avenue)Saxon Fifth Avenue (Saks Fifth Avenue) Versarchery (Versace)Versarchery (Versace) Gap Queen (Gap kids)Gap Queen (Gap kids) Farbucks Coffee Starbucks)Farbucks Coffee Starbucks)

Watch the clip and note any intertextual references

Shrek and fairy tales Shrek and fairy tales

““Once upon a time”Once upon a time” ““Happily ever after”Happily ever after” Good v badGood v bad MagicMagic Hansel and GretelHansel and Gretel Red Riding HoodRed Riding Hood Peter PanPeter Pan CinderellaCinderella Beauty and the BeastBeauty and the Beast

Rodney Dangerfield

Joan Rivers

Identifiable characteristics of post-Identifiable characteristics of post-modern media textsmodern media texts

2) 2) BRICOLAGEBRICOLAGE **the process of creating a media text out **the process of creating a media text out

of a series of artefacts, styles and signs of a series of artefacts, styles and signs from other media texts or cultural from other media texts or cultural artefacts**artefacts**

"to make creative and resourceful use of "to make creative and resourceful use of whatever materials are at hand whatever materials are at hand (regardless of their original purpose)". (regardless of their original purpose)".

Billboard top 25 Mash-up

Identifiable characteristics of post-modern Identifiable characteristics of post-modern media textsmedia texts

3) Merging of genres, styles and media3) Merging of genres, styles and mediaFilms based on video games rather than ‘real life’ Films based on video games rather than ‘real life’

(Pokemon 1997 and Lara Croft 2001)(Pokemon 1997 and Lara Croft 2001)4) An emphasis on image and style rather than 4) An emphasis on image and style rather than

narrative and meaningnarrative and meaning5) Elements that draw attention to the construction 5) Elements that draw attention to the construction

of the media text.of the media text.DVD box sets which include DVDs on the making DVD box sets which include DVDs on the making

of films along with the actual film, drawing of films along with the actual film, drawing attention to how the film was constructed.attention to how the film was constructed.

6) Playful and ironic elements.6) Playful and ironic elements.

The Sopranos The Sopranos Incorporated numerous intertextual Incorporated numerous intertextual

references to previous gangster moviesreferences to previous gangster moviesMixed the generic elements of gangster Mixed the generic elements of gangster

movies and soap operasmovies and soap operas Incorporated a number of film-like dream Incorporated a number of film-like dream

sequences giving it a fragmented feel.sequences giving it a fragmented feel.

2007 – Hilary Clinton’s presidential election 2007 – Hilary Clinton’s presidential election advert made numerous intertextual references to advert made numerous intertextual references to The Sopranos.The Sopranos.

It featured many of the actors from the series.It featured many of the actors from the series. They appeared alongside the Clintons in a They appeared alongside the Clintons in a

scene that replicated the final scene of the scene that replicated the final scene of the series.series.

This playful mixing of genres of political This playful mixing of genres of political broadcast and popular TV is also popular on broadcast and popular TV is also popular on Youtube.Youtube.

7) A mixing of elements of ‘high’ culture 7) A mixing of elements of ‘high’ culture within popular culture.within popular culture.

Baz Luhrmann’s Romeo and Juliet – mixes Baz Luhrmann’s Romeo and Juliet – mixes narratives from ‘high’ culture narratives from ‘high’ culture (Shakespeare play) with a pop video (Shakespeare play) with a pop video playful and fragmented visual style.playful and fragmented visual style.

8) Fragmentation8) Fragmentation9) Diversity of representations and 9) Diversity of representations and

viewpoints.viewpoints.

Identifiable characteristics of post-modern Identifiable characteristics of post-modern media textsmedia texts

10) PASTICHE and PARODY10) PASTICHE and PARODY **a creation of a media text out of elements of, **a creation of a media text out of elements of,

or with reference to, other media texts in a or with reference to, other media texts in a mocking or caricatured way**mocking or caricatured way**

Parody – aims to mock an original in a critical Parody – aims to mock an original in a critical way .way .

Can only be effective through our knowledge Can only be effective through our knowledge of the text or genre that is being parodied.of the text or genre that is being parodied.

Cheryl Cole – comedy fight for this love clipCheryl Cole – comedy fight for this love clip Watch the following trailer for ‘Scary Movie’ – what generic Watch the following trailer for ‘Scary Movie’ – what generic

codes and conventions are being parodied?codes and conventions are being parodied?

Baudrillard (1983)Baudrillard (1983)

Argues that we live in an era of Argues that we live in an era of HYPER-HYPER-REALITYREALITY – –

Whereby the daily world and the world of media Whereby the daily world and the world of media are merging and texts seem more real than the are merging and texts seem more real than the reality they seek to convey.reality they seek to convey.

In this world, media merely represents other In this world, media merely represents other media – it is a media – it is a SIMULACRUMSIMULACRUM..

**a media text that makes no attempt to **a media text that makes no attempt to represent reality and merely represents other represent reality and merely represents other representations**representations**

Cyberspace and virtual realityCyberspace and virtual reality One element of post-modern media-saturated culture is cyberspace.One element of post-modern media-saturated culture is cyberspace. Sending an email, purchasing goods online etc takes place in a cyber Sending an email, purchasing goods online etc takes place in a cyber

culture.culture. The Matrix films took this to another level, representing an entire cyber The Matrix films took this to another level, representing an entire cyber

world.world. Cyberspace has opened up scope for audiences to interact much more Cyberspace has opened up scope for audiences to interact much more

actively within virtual reality.actively within virtual reality. Eg Activeworlds website – participants can build worlds, visit shops and Eg Activeworlds website – participants can build worlds, visit shops and

interact with shopkeepers, meet new friends and construct new identities.interact with shopkeepers, meet new friends and construct new identities. Dystopian view – virtual reality destroys our sense of reality and stifles Dystopian view – virtual reality destroys our sense of reality and stifles

the development of relationships.the development of relationships. Utopian view – the ability to construct identities unrestrained by the Utopian view – the ability to construct identities unrestrained by the

restrictions of our physical bodies is the most liberating aspect of restrictions of our physical bodies is the most liberating aspect of cyberspace.cyberspace.