postmodernism

Postmodernism

Lesson Objective: To examine some Postmodernist ideas and apply to my case study

“Post-modernists claim that in a world where we are constantly immersed in media 24/7 … the distinction between reality and the media representation of it becomes blurred or even entirely invisible to us. In other words, we no longer have any sense of the difference between real things and images of them or real experiences and simulations of them” Julian McDougall

Hyper-reality

Communication Shift

Modern Communication:One to many model e.g. TV, radio etc

Postmodern communication:Digital, interactive, many to many e.g. the internet, the red button etc

What do you understand by the phrase ‘Postmodernism’? – Write it down“A style and concept in the arts characterized by a distrust of theories and ideologies, by drawing attention to the conventions”(Oxford English Dictionary)

In other words …

Exposing and challenging the things we take for granted as ‘common sense’

http://vimeo.com/106226560

Postmodernist judgement• No one media text has more value than another, it is all a matter of

taste.• How far do you agree with this? Write your answer and use one

example from the media

The idea of representation is remixed through pastiche, parody and intertextual reference

Baudrillard and Lyotard

The truth needs to be de-constructed, meaning we have to challenge the dominant ideology, which they call the ‘grand narrative’

In groupsLook at the advertising/awareness campaign you have been given. Stick the pictures down and annotate them, considering the following things:• What is the dominant, preferred and negotiated reading of this

product?• What ‘truth’ is being promoted?• How does this challenge the ‘grand narrative’?• What might be a more ‘obvious’ or ‘conventional’ way to advertise this

product?• How does this subvert the codes and conventions of advertising?• Is it convincing? Why/not?

TRANSITIONAL PAGE

Why is this advert postmodern?