Modernism – global movement which sought a new alignment with the experience and values of modern industrial life

Post-modernism – characterized by scepticism toward the “grand narratives” of modernism, opposition to feelings of certainty/stability of meaning, and emphasis on ideology as a means of maintaining political power

It is generally agreed that the postmodern shift in perception began sometime back in the late 1950s, and is probably still continuing. Postmodernism can be associated with the power shifts and dehumanization of the post-WWII era and the onslaught of consumer capitalism. It can be applied to  literature, art, philosophy, architecture, fiction, and cultural and literary criticism etc…

The post-modern world is globally linked, through technology and mass media, but locally divided due to the focus on technology, media, consumption as it causes individuals to be come isolated from the real world

Post modernism signifies the reworking of the old in order to create something new, through intertextuality, reference and pastiche – an instance were reference/copying contributes to understanding-self. in saying that, post-modernism signifies new expressions of identity and being, often found in popular culture and modern technology, which are simply new iterations of previous expressions.

the idea of fragmentary identity links to post modernism due to the uncertainty the movement is characterised by – people have adopted multiple identities EG identity with friends, identity at work, identity on social media. LINK TO GAUNTLET. Fragmented identity creates a sense of isolation but more individualism.

post-modernism is arguably an effect of consumerism – people seek satisfaction in consuming but find the pleasure is not long-term, so they continue to consume and therefore continue to be dissatisfied – creating a sense of unfulfillment and displeasure. Links to Fredric Jameson’s approach that mass media/culture is a form of hegemony in the post-modern world, where media and capitalism play a significant role in colonising people’s thoughts and ways of life. The desire to consume just for the sake of consumption creates a society that focusses on surface and/or style over substance

Baudrillard:

 claims that our current society has replaced all reality and meaning with symbols and signs, and that human experience is a simulation of reality

 “It is no longer a question of imitation, nor duplication, nor even parody. It is a question of substituting the signs of the real for the real” (The Precession of Simulacra 2)

Key Terms – characteristics of post-modernism

• Pastiche – form of post modern art, an artistic work in a style that imitates that of another work, artist, or period.
• Parody – an imitation of the style of a particular writer, artist, or genre with deliberate exaggeration for comic effect
• Bricolage – a technique or creative mode, where works are constructed from various materials available or on hand,
• Intertextuality – relationship between texts
• Referential – containing or of the nature of references or allusion
• Surface and style over substance and content – appearance over quality
• Metanarrative – A narrative which concerns narratives of REAL LIFE historical meaning, experience or knowledge and offers legitimation of such through the anticipated completion of some master idea
• Hyperreality – inability of consciousness to distinguish reality from a simulation of reality, especially in technologically advanced societies
• Simulation (sometimes termed by Baudrillard as ‘Simulacrum’) – imitation of a situation or process
• Consumerist Society – society which is characterised by the selling and buying of goods, especially goods they do not need
• Fragmentary Identities
• Alienation
• Implosion
• cultural appropriation
• Reflexivity

Is Ghost Town post modern?

• –post-modern in the sense is presented radical ideas which shifted from the objective hegemonic beliefs surrounding race and social class, and instead embraces a more subjective approach intersectionality –
• -it presents a metanarrative as it provides the soundtrack to real life economic hardship and racial tensions occurring at the time– ‘no job to be found in this country’ – as a result of a severe recession in the 1980s
• -the way in which it presents an unstable narrative structure represents ideas of uncertainty – juxtaposes Todorov’s tripartite narrative structure as it lacks equilibrium, and new equilibrium, only presenting disequilibrium as a reflection of the hardship faced by the working class during the time – ‘cant go on no more’
• post-modernism signifies new expressions of identity and being – the way in which it represents both the white and black community was the first of its kind – a new identity which embraces all kinds of people therefore shies away from objectivity of modernism -linking to Gilroy’s notion that rejects the concept of ethnic absolutism and believed identity was much more complex
• sense of alienation created through the idea of ‘ghost town’ as it connotes to decaying stability within society
• sense of intertextuality – low-key lighting, melodramatic tone, sense of foreboding, low camera angles are all conventions of expressionist horror films which presents a sombre dystopic narrative to reflect the uncertainty of the future

ESSAY	How valid are Baudrillard’s ideas of simulation and hyperreality to understanding the media? You should refer to the Close Study Products Score and Maybelline to support your answer.
Post-Modernism	characterized by scepticism toward the “grand narratives” of modernism, opposition to feelings of certainty/stability of meaning, and emphasis on ideology as a means of maintaining political power began in the late 1950s
Baudrillard	Baudrillard observes that the contemporary world is a simulacrum, where reality has been replaced or imitated by false images, and once it becomes difficult to distinguish between the real and the unreal, it becomes hyperreal.
Score	-reactionary representation of men and women, highlighting the objective views people had of gender during the 1960s. -the indexical sign of the women carrying the man connotes to the idea of male dominance, and highlights their obedience -portraying the dominant signifiers in this way, intertextually references the actual gender roles of the time – therefore portraying a simulacrum of gender, or more specifically male dominance, as Baudrillard claims this is characterised by the imitation of reality -the way in which it represents truths about society at the time, women should be submissive towards their male-counterparts, establishes the advert to be hyperreal – however, the narrative itself the way in which the advert implies that by using the product the buyer will gain more female attention, it could be argued that this is not a simulation of reality, as that idea is only used to advertise the product and is therefore not likely to happen -however, modern audiences may disregard the product’s links to Baudrillard’s notion as the adverts representations subvert modern gender roles, and therefore does not simulate reality. -despite this, Baudrillard’s theory is useful for understanding the media as his idea of simulation and hyperreality have been used by Score to appeal to their male audience by making it relatable allowing the product to sell
Maybelline	-represents both male and female to appeal to modern audiences -the male is equally interested in the product despite identifying as male, he divulges in feminine practices such as wearing make up which is not stereotypically masculine therefore represents gender identity as fluid – it therefore creates a simulation of contemporary gender expectations at the time as Baudrillard claims this notion is characterised by an imitation of reality -appeals to contemporary audience which don’t believe in strict/objective gender identities/conventions – arguably, the advert is not realistic enough to be considered hyperreal as the identities represented are not dominant, as they subvert traditional gender expectations -however the narrative itself cannot be seen as a simulacra, due to visual codes, the use of the colour gold and the glistening sound effects, which connote to magic, creating the idea that by using this product, the buyer will magically become more beautiful, which is not a realistic representation – it is to unrealistic to be a simulation