MEME

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postmodern media essay

1.How do postmodern media differ from other media?

Postmodern media displays several diverse features than differ it from regular types of media. Intertextuality, Intertexual references are scattered throughout films, directors take inspiration from other texts previously used for example Tarantino has taken a lot of inspiration for certain scenes in throughout his films (such as inglorious Basterds and kill bill) from spaghetti western films, we can see this from the way he sets up scenes and shots such the tension building using a ‘standoff’ type set up, another way he decides the link to the genre is the soundtrack that can also be heard in the bar scene this scene is based around typical spaghetti westerns, As well as inglorious Basterds Drive also plays as homage to the spaghetti western genre, this can be recognised because ‘the kid’ barely speaks throughout the film, and this also is tension building for the film.

Another intertexual reference in film can be seen in the flm Kill Bill (vol.1), Kill bill is an action thriller film again written and directed by Tarantino, the film plays homage to other films such as old Japanese martial arts films, the way that kill bill differs from these films is the use of hyper reality and self-reflexivity, the martial arts scenes aren’t realistic and challenge typical convention of martial arts films, it also challenges gender roles by using a dominant female in the fights scenes.

Intertexuality in music, a lot of modern artists recognise different texts and reference them throughout their albums and songs, David Bowie creates his own individual identities for his singles and albums for example, ‘The rise and fall of ziggy stardust’ tell the story of his alter ego. This is a postmodern trait because he is creating new characters and pushing boundaries between what’s real and hypereal. Merging of genres in music, David Bowie is known for mixing genres and changing his music style per album. Another way artist can be considered postmodern is how they invent their image for example Madonna takes a lot of style inspiration from Marylin Monroe

Hyper reality in film, films such as Tarantino’s inglorious Basterds which is primarily a war film when you compare films such as this with other war films like saving private Ryan you can see how the postmodern approach has been taken with the film, hyper reality is used throughout the whole film and reinvents a different way to showcase a war film which therefore makes the whole film postmodern because its crossing different boundaries regarding the genre of the film. Scenes in saving Private Ryan paint a realistic and hard picture of war compared to the light-hearted approach and vast amounts of dialogue that tarantino has used, another postmodern element is the distortion of time and space, the film is set during the war yet modern features have been incorporated.

Postmodern media is produced for literate audiences to recognise and understand, With postmodern media artists and directors push the boundaries and typical conventions of film and music regarding structures such as genre, You can recognise the difference from postmodern media and other media, in postmodern media features are placed or used for a purpose, references are taken to create new and individual media.

Applying Genre

Daniel Chandler (2001) - the word genre comes from the French (and originally Latin) word for ‘type.  The term is widely used in literary theory, media theory to refer to a distinctive type of ‘text’.

Steve Neale (1980) declares that “genres are instances of repetition and difference” – it is essential for genres to deviate occasionally in order to attract and engage audiences.

Which genre is your text?
Music video – which genre category is it? Performance, illustrative or disjuncture? (Andrew Goodwin)
Which generic conventions have you applied?

• Genre of our music video is dance/pop
• the video would probably fall into the performance technique because it matches the music but doesnt tell a story..
• generic conventions applied- lip syncing, dancing, camera shots (close up, mid shot, panning), bright colours.

If we recognise the genre of a text it enables us to feel at home and we gain enjoyment from “spotting the conventions”

 Pleasure of genre for audiences• Rick Altman (1999) argues that genre offers audiences ‘a set of pleasures’.
Emotional Pleasures: The emotional pleasures offered toaudiences of genre films are particularly significant when they generate a strong audience response.
Visceral Pleasures: Visceral pleasures are ‘gut’ responses andare defined by how the film’s stylistic construction elicits aphysical effect upon its audience. This can be a feeling ofrevulsion, kinetic speed, or a ‘roller coaster ride’.
Intellectual Puzzles: Certain film genres such as the thrilleroffer the pleasure in trying to unravel a mysteryor a puzzle. Pleasure is derived from deciphering the plot andforecasting the end or the being surprised by the unexpected.
•Which set of pleasures does your genre offer?

 In terms of your coursework...• How we define a genre depends on ourpurposes (Chandler, 2001).• What was your purpose and the medium?
• Your audience and the industry sector youwere working within will have defined whatyou understood as the genre and sub-genreof the texts you created.

Genres are not fixed. They constantly changeand evolve over time.David Buckingham (1993) argues that genre is not... Simply "given" by the culture:rather, it is in a constant process of negotiation and change’.