Conclusion: Post modernity

I think that whilst post modernity is a very popular and generally accepted theory, it's time as being a very influential style for media texts is slowly subsiding as more audiences are wanting to see texts that fit more into the New Sincerity genre, something more serious, gritty and realistic. Netherless, I think post modernism will always be a very dominant and influential style and genre of media texts and will no doubt have its rise of popularity again in the future at some point.

The Mighty Boosh: Postmodern TV

Case Study 1: Bladerunner

Case Study 1: Bladerunner

Postmodernism in film - Blade Runner from NehaR95

Theorists

Jean Francois Lyotard

 

·         French Philosopher, Sociologist and Literary Theorist.

·         Born in 1924, France, died aged 73 due to leukaemia

·           He took part in the May 1968 uprisings (demanding the fall of the government under Charles de Gaulle and therefore the death of  capitalism), however he did not class himself as a Marxist, so he distanced himself by writing ‘Libidinal Economy.’ He did not agree with Marxism’s rigid structuralist approach.

·         Most of his works are identified by the persistent opposition to universals, meta narratives and generality.

·         He doesn’t agree with theories by Karl Marx or Sigmund Freud, claiming they both forget about representations.

·         Lyotard came up with the Postmodern Condition.

Ø  He argues that since World War 2, our technology has become so advanced that we have no need or desire for grand/meta narrative (a big story). A loss of faith in these meta narratives has an effect of how some will view science, art and literature.

Ø  He defines Post Modernism as ‘an incredulity towards meta narratives.’

Ø  He suggested that meta narratives should give way to more modest and localised narratives, which will give the subject more focus.

 

·        Criticism –

·         Manfred Drank (1988) Lyotard has failed to notice that an underlying condition for agreement is also a condition for the successful communication of his own thought. So, in putting forward a false argument against a rational harmony, Lyotard plays into the hands of the irrational forces that often give rise to injustice and differ ends. Worse, he is then only in a position to testify to that injustice, rather than put forward a just and rational resolution.

 

Jean Baudrillard

 

·        Born in 1929, Reims, France

·        He started his studies learning German language and later obtained a doctorate in sociology.

·        Simulacra and Simulations: Baudrillard’s work consisted of a book called Simulacra and Simulations, Simulation meaning that it is simulating a process, display or imitating something real, and simulacra meaning the representation of another thing, object, person and any static object. Baudrillard uses these meanings to explain that today’s reality is not real and that we all live in something called a hyper reality. Baudrillard’s definition of hyper reality is ‘The simulation of something that never really existed’.

·         Hyper reality is taking something real, that has an original and natural quality, then exaggerating it to make it look so perfect it could become a fantasy of the imagination. In today’s post-modern culture for example, we have a pine tree at Christmas, but no one wants one from the forest that has been weathered over the years, but a plastic one that has perfectly spread branches and comes in any colour to suit you interior at home. Another example that has become a large issue today is what we are exposed to in magazines, posters and pictures of what an Ideal woman is supposed to look like. A woman that has been touched up with a computer to make her look like the ultimate mans fantasy. Hyper reality is detaching us from any real emotions and we are choosing to make are selves feel happier with the simulation of today’s simulacrum.

·         ‘One that reflects a basic reality; one that masks or perverts a basic reality; one that mask the absence of a basic reality; and one that bears no relation to any reality.’(

 

·         Disneyland:

Baudrillard uses the idea of Disneyland to show simulation and simulacra, he says that Disney land is a perfect model and example of American simulation. The imaginary world that Disney has created is an illusion, a future world and has no physical reality. This pretend world is what makes it so successful it’s a miniaturized real America. There is a huge contrast between being inside the fantasy park and the reality to get to and from it, which enhances the enjoyment you get from being in the hyper real. For example you make the long journey to get to park in you car, you have to queue to get into the car park, you have to park and then queue again to get inside. On the other end of the spectrum you get the atmosphere and affection from the crowd. The actual rides, shows and gadgets are there to maintain this feeling of having that many people together. Baudrillard goes on to say that Disneyland is somewhat a replica of the United States but miniaturized and almost an unreal version. He says that Disneyland is trying to show the American values , there way of life and that it is so good that it is like living in a fantasy, which then makes us believe that the rest of America is like living in the reality, but infact it is not because of the hyper real and simulation. Disneyland is so far from reality that it seems like it has just been created to mask the fact reality today is no longer real.

 

·         Criticism:

·         Often criticized for his bleak interpretation of postmodern culture.

·         He has been called not postmodern or the other extreme, too postmodern.

·         Featherstone is critical towards the approach to consumption and states that the foundation of such critique of mass culture on the part of intellectuals like Baudrillard.

Post Modernity: Films

Genre

Genre is defined as ‘a style or category of art, music, or literature’. Genre is important for many reasons, including that whatever genre you decide you’re going to base your media text on, in this case a music video, that genre is going to attract a specific audience, and you will need to keep in with the conventions of that genre to keep your audience interested. Conventions of a genre are also helpful because they set up a template for other media makers. Lastly Genre is an important aspect because it helps associate artists with a particular identity e.g. Avril Lavigne is a pop artist but with a slightly dark, Gothic hint to her. This is an example of Ryall’s Triangle of linking the audience, artist and music video director together.
The genre of my music video is Indie – “The Power Of Love” It falls into this genre due to the main instrument being a piano which is typically used in indie songs, though previous versions of the song e.g. Frankie Goes to Hollywood would be classed as Indie Rock, due to the earthy, masculine tones, and the use of drums and bass instruments.
                                                                                                                                                                                                                                                             Typical iconographic signifies of Indie Music Videos include:


Editing/Style: typically will be a combination style of Narrative and Performance. Usually either very simple or complicated structures. A lot of Indie Music Videos focus around a serious or sad subject, and will contain a lot of symbolic Meaning Making Moments.

Sub Genres of Indie Music Videos: Rock, Folk, Electronic, Pop, Hip Hop and Dance

Mis En Scene- Costumes (Male)- checked shirt, messy hair, casual clothing, no accessories. (Female) – simplistic make up, big eyelashes, hair usually worn down