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Theories for ProductionUsing media theory to inform our production work – 2 Lessons
Music Videos as Postmodern Texts
First Came…Modernism
- Art / social-political movement that aimed to reinvent culture thathad become outdated.
- Roughly occurred between 1890s - 1960s.
- A rejection against realism.
- Divisions of modernism include avant-garde and surrealism.
- Films / novels / art were self-reflexive of society.
Modernist art challenged the realism and illusion of the romantic era.
John Constable Pablo Picasso (Romanticism) (Modernism)
Modernism is self-reflexive, it draws attention to itself and the materials is uses. - E.g. Jackson Pollock
Postmodernism
1970s onwards
The breakdown of barriers between genres and style
The breakdown of distinction between binary divides (E.g. human and machine)
Mixing up time, space and narrative
Emphasis of style over content
Blurring of fiction and reality / representation and the real
Becoming more use to a mediated version of reality, than reality itself (hyperreality).
Jean Baudrillard’s Theory
Hyperreality
‘a condition in which "reality" has been replaced by simulacra’
Simulacra...
When a sign loses its relation to reality, it then begins to simulate a simulation
Simulation:
The process in which a representation of something comes to replace the thing which is actually being represented.
The representation then becomes more important than ‘the real thing’
Hyperreality:
Division between "real" and simulation has collapsed,
therefore an illusion of an object is no longer possible because the real object is no longer there.
Understanding Hyperreality
Celebrity culture:
Celebrities who reach a point at which every aspect of their lives is taken care of by someone else are said to live in a hyperreal world.
They lose the ability to interact with people on a normal level and are cocooned in Hyperreality.
Normal people often try to copy this, for example one man who is obsessed with Britney Spears and every aspect of his life relates to her, he genuinely believes that he lives in the same world as her.
This is a common case in which someone has become more engaged in the hyperreal world than the actual real world.
Intertextuality - one media text referring to another
1970s / 1980s cop seriesSabotage music video
Intertextuality
- The Simpsons parodies both high and low culture to a wide range of audiences.- Part of the idea of postmodernism is that there is no divide between high art and mass culture.
Parody Parody - mocking something in an original way
Pastiche - An artistic work in a style that imitates that of another work, artist, or period. This is a self-conscious imitation.
Gentlemen Prefer Blondes
Marilyn MonroeMaterial Girl
Madonna
Ashanti Foolish musicvideoGoodfellas
Pastiche
Bricolage - mixing up and using different genres and styles
Shaun of the Dead: Zombie mixed with and romantic comedy.
Blade Runner: Sci-Fi and film noir
DJ Shadow’s Entroducing:The first album to be completelymade up of sampled music.
Bricolage
Homage - imitation from a respectful standpoint
Psycho - the 1960 original Psycho - the 1998 remake
Homage
Check List for a Post Modern Music Video
Bricolage – Borrowing from other forms of media
Pastiche – Copying of previous texts
Intertextuality – Making reference to another text
Breaking down the forth wall – Directly addressing the audience through the camera
Parody – Mocking something in an original way
Hyper consciousness – where the audience are very aware what we are watching is not real
Hyper Reality – Where reality is replaced by a simulation
Homage – respectful imitation
Narcissism – fascination with oneself, vanity
Paparazzi
(Lady Gaga)
Directed by Jonas Akerlund
Analysis of Postmodern Music Video
Pastiche / Homage
• Generic conventions of a ‘golden age’ Hollywood film of which ‘Gaga’ is the leading lady
Sunset Boulevard (1950) Narrative and stylistic similarities and intertextual references
Intertextuality and the blurring of boundaries
Fembot, Metropolis (RIGHT)
The breakdown of distinction between binary divides.
Lady Gaga as an humanoid
Referencing Popular Culture
CASE STUDY: Lady Gaga
Makes reference to the film ‘Vertigo’
The use of icy, remote blonde ‘femme fatale’ character is also a hallmark of a Hitchcock film.
Hitchcock Homage
Blurring of fiction and reality / representation and the real
Plenary
What are the conventions of a postmodern media text?
What is the appeal to audiences?
Task
Working in groups you will analyse a music video using postmodernism.
Each group will be given a video to analyse. They will have to prepare a presentation that they will give to the class.
All members of the group should upload the presentation to their own blogs.
Videos: Lady GaGa – Telephone Eminem - Without me Katy Perry – Hot N Cold