Postmodernism

In today's media lesson we watched numerous music videos representing postmodernism. Postmodernism is ideas and concepts which have been re-used in music videos, the ideas are not original, but have been developed from previous concepts.

Generic Hybridisation is when two media products are linked, for example, in REM's music video for 'Bad Day' the audience can tell they are watching a music video but a news programme has been incorporated into the video, as you can see in the video below.

Intertextualityis when a music video makes a specific reference to other media products. For example, in Eminem's music video 'Without Me' he has many scenes representing existing media products, such as E News, a comic strip and batman.

Self reflexivity is when there are references to the fact that it is a media product being made. The audience are conscious that they're watching a music video. An example of this is Snow Patrol's video 'Called Out in the Dark'.

Juxtaposition/bricolage is when contrasting images are put together in the music video to create an effect. This is shown in The Cure's video 'Wrong Number'.

Hyperreality is when the narrative of a music video is an exaggeration of real life. It is in a real setting but the actions are not real. Paramore's 'Brick by Boring Brick' music video shows this. The young girl is in a fairy-tale land as stated by the lyrics.