Postmodernism

Postmodernism

*1970s onwards
*The breakdown of barriers between genres and style
*The breakdown of distinction between binary divides (E.g. Lady Gaga – Paparazzi = human and machine)
*Mixing up time, space and narrative
*Emphasis of style over content
*Blurring fiction and reality/ representation and the real
*Becoming more use to a mediated version of reality, than reality itself (hyper-reality).

Parody

Is a spoof-work that replicates an existent piece of work by mocking, making fun or just presenting it in a different and humorous perspective. They usually possess a satiric, ironic or sarcastic imitation to the original to endorse the hilarity into it.

Pastiche

An artistic work in a style that imitates that of: another work, artist or period. This is a self-conscious imitation and unlike a Parody is a form of homage instead of mockery.

Bricolage

Is a mixing up and usage of different genres and styles, and is a piece created from diverse resources and Medias.

Postmodernism is a strong factor in music videos of today and is featured in a multiple number of works from various generations and eras of music videos.

Theories on Intertextuality and Postmodernism

John Fiske (British Film Theoretician) believes there is a distinction that forms specific types of Intertextuality and can separate them, being ‘Horizontal’ and ‘Vertical’ Intertextuality.

Horizontal Intertextuality

Horizontal Intertextuality denotes references that are on the same level and reside in the same media (e.g. songs referring to other songs).

Vertical Intertextuality

Vertical Intertextuality denotes references that are to different medias than itself (e.g. songs instead referring to movies, books, games etc).

Norman Fairclough (Linguist) likewise distinguishes through types of Intertextuality by branding two forms, being ‘Manifest’ and ‘Constitutive’ Intertextuality.

Manifest Intertextuality

Manifest Intertextuality signifies intertextual elements such as presupposition, negation, parody, irony, etc

Constitutive Intertextuality

Constitutive Intertextuality signifies the interrelationship of discursive features in a text, such as structure, form, or genre.

For Example…

Videos such as Kanye West’s ‘Touch the sky’, Madonna’s ‘Material Girl’ and Ashanti’s ‘Foolish’ show a form of Vertical Intertextuality, but also a form of Pastiche and homage as they aim to show a portrayal or imitation of celebrities and movies (different medias to songs), however from an honourable and aspired perspective. The video of ‘Touch the sky’ pays homage to the infamous stunt devil ‘Evel Knievel’.