An approach to understanding, a philosophy, a way of seeing the world
Music videos are ‘post modern’
fragmentary set of inter-relationships
not very secure,complicated
about copying and re-imagining
links to intersectionality
pastiche is a work of art, drama, literature, music, or architecture that imitates the work of a previous artist
parody is a work or performance that imitates another work or performance with ridicule or irony
intertextuality – one text is referencing another
so there is a focus on surface signs
a sense of play, about gestures
“[music videos] their preoccupation with visual style…” – Shuker
The fragmentary, decentred nature of music videos break up traditional understanding
Audiences are “no longer able to distinguish ‘fiction’ from ‘reality’ part of the postmodern condition” (ibid)
Essentially the music video is a commercial tool to sell music products “making them part of a blatantly consumerist culture” (ibid)
There is a link with fragment identity and the drive to make people buy more things
Bricolage is a term that applies to postmodernist texts as it “involves the rearrangement and juxtaposition of previously unconnected signs to produce new codes of meaning” – Barker & Jane
If it the priority is play, then emphasis is on the surface, therefore style over substance
“In a postmodern world, surfaces and style become the most important defining features” – Strinati
Richard Hoggart – a shift in technological culture, the impact on our ‘neighborhood lives’, everything was local
However, during the twentieth century the population went from 2 to 6 billion people, who are are characterised by consumption more than production
Fragmentary consumption = Fragmentary identities
Postmodern culture is consumer culture
The development of fragmented, alienated individuals living precariously in fragmented societies
The loss of metanarrative (meta= big/overall)
From a societal perspective the ‘real’ seems to be imploding in on itself, a “process leading to the collapse of boundaries between the real and simulations” – Barker & Emma
Jean Baudrillard would describe as ‘implosion’ which gives rise to what he terms ‘simulacra’
A simulation has become more than a representation or simulation and it has become simulacrum not just a representation of the real, but the real itself – hyperreality
Pastiche = something that imitates the work of a previous artist
Parody = is a work or performance that imitates another work or performance with ridicule or irony
Bricolage = construction or creation from a diverse range of available things
Intertextuality = the relationship between texts, especially literary ones
Metanarrative = the relationship between texts, especially literary ones
Hyperreality = is an inability of consciousness to distinguish reality from a simulation of reality
Simulacrum = an image or representation of someone or something
Consumerist Society = one in which people devote a great deal of time, energy, resources and thought to “consuming”
