Post modernism

Modernism

• This was an Art/Social- Political movement that aimed to reinvent culture that had been outdated.
• Occured between 1890's-1960's
• This was a rejection against realism.
• Films/novels/ art were self reflexive of society
• Divisions of modernism include avant  garde and surrealis.                                                                                    

Modernism began after the industrial revolution where this period influenced peoples lives in terms of employment and lifestyles.

Postmodernism

• Emerged from1970s 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 fiction and reality/ representation and the real
• Becoming more use to a mediated version of reality, than reality itself (hyper-reality).

Postmodernism is the emergence of a society in which the mass media and culture are the main institutions in society. It is a theory to understand a media saturated society.
Parody
This is a term used to mock, comment on, or trivialise an original work. This can be used in an humerous way by showing an satiric, ironic or sarcastic imitation to the original work.

Pastiche
An artisic work in a style that imitates that of another work, artist or period. This is a self- conscious imitation. However A pastiche mass is where the constituent movements are from different mass settings. Examples of this is Gentlemen prefer blondes-Marilyn Monroe, Material Girl- Madonna.



Bricolage
Is the mixing up and using different genres and styles of mediums.It refers to the construction or creation of work from a diverse range of things. An example of this can be Shaun of the dead which is a zombie mixed with a romantic comedy.

Homage
Is an imitation from a respectful standpoint.

Production Log

I am now going to research information about Post modernism and The Marxist approach.

Music Video- Andrew Goodwin

Andrew Goodwin, In Dancing in the Distraction Factory(1992) identified the following features of music videos:

1) Music videos show genre characteristic such as stage performance, dance routines.

2) There is a relationship between lyrics and visuals (either illustrative, amplifying, contradicting).

3) There is a relationship between music ans visuals (either illustrative, amplifying, contradicting).

4) The demands of the record label will include the need for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style).

5) There is frequently reference to the notion of looking (screens within screens) and particularly voyeuristic treatment of the female body.

6) There is often intertexual reference (to films, TV programmes and other music videos.

Generic Codes And Conventions

Genre- A type and a way of classifying media text.
Examples; R&B, Soul, Indie, Jazz, Hip Hop, Grime, Classical, Pop, Rock. 


Why is genre important? Genre is important because it helps target specific audiences by helping them identifying something they like.

Drawbacks of genre? The drawbacks of genre is that it cant always classify things as it is limited to niche or large audiences. Stereotypes is also another drawback as some genres always specifically focus on one stereotype which reflects people in society.

Generic codes and conventions-  These are typical features of a certain genre. For example, Jewellery in an video may indicate to the audience that its an R&B video. Also low angle camera shots symbolise status.

Post modernism/ Intertexuality theories

Intertextuality is the shaping of texts meanings by the use of other texts. John Fiske says there are many types of intertextualities -


Horizontal Intertextuality- 
This is when a text donates references that are on the same level, for example when books make references to other books.


Vertical Intertextuality-
This is found when a book makes a reference to to a film or a song. This can be vice versa as well.


Norman Fairclough distinguishes between :


Manifest Intertextuality-
This includes elements such as presupposition, negation, parody and irony. 


Constitutive Intertextuality-
This shows the importance interrelationship of discursive features in a text such as structure, form or genre. This type of Intertextuality is also known as interdiscursivity. 

Examples
'Material Girl' - paying homage to Marilyn Monroe.