postmodernism
TRANSCRIPT
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?
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