Media Studies

www.curriculum-press.co.uk

Number 054

Introduction to Postmodernism A Practical

Guide for A2
The term postmodernism is difficult to define as, rather than having
a straightforward meaning, it is a term that refers to a number of
theoretical ideas which seek to try to make sense of contemporary
culture.

There are many postmodern theories so, rather than attempt to

offer explanations of these theories the aims of this Factsheet are
to:
* Identify some of the key ideas in postmodern theory
* Compare conventional and postmodern ways that media
concepts are used in the construction of a text
* Consider how modern texts may respond differently to
postmodernism.

In The X Factor contestants perform

cover versions of cover versions of
songs (they copy copies). In a Queen
themed night John and Edward sang
We Will Rock You but they
performed the Five version.
www.thedailymail.co.uk

Related Theory/Terms
Baudrillard argued that this culture perceives the copy (media
representation) as more real that the original and stated that we
live in a culture where the fake is more readily accepted than
the real and the media creates hyper-reality. He give the example
of the commercial success of the rock band Spinal Tap (both in
terms of concerts and album sales) when the band were in fact
actors who became famous in a spoof documentary. They were
a simulacrum of a rock band.

What is the Postmodern?

Given the way the postmodern defies simple definition, the theorist
Strinatis structured approach may be of some use. He identifies
five ways to define postmodernity both within the culture and in
media texts.

1. The breakdown of the distinction between culture and

society (mediaization).
Art once attempted to reflect reality. Postmodern reality now
incorporates art in the form of media texts and today we make sense
of reality with reference to media texts. The media reality of an event
or an object can be more real for audiences than the object itself.
* Advertising can make or break a company irrespective of the
quality of the product they are selling, a poor quality product
can be commercially successful if it has great advertising whilst
an excellent product can fail without it. Where once the reality
of the product would create its success or failure (e.g. how well
it worked), now the media reality of advertising determines the
success of products.
* The characters Bruno and Borat have more reality for film
audiences than their creator Sacha Baron Cohen. Cohens films
rely on the fact that the characters he creates are seen as real
people and he is able to get away with saying and doing things
that a real person could not. Cohen is only ever interviewed in
character so his creations have a voice but he does not.

Related to this, according to Jameson, is the idea of historical

deafness. He argues that as mediaization increases so the culture
finds itself losing a sense of historical context. History is now
reduced to talking heads documentaries and historical
knowledge is often based on media representations.

2. An emphasis on style at the expense of substance and

content.
Contemporary culture places values appearances over function.
The culture celebrates external factors such as good looks in a
person rather than internal qualities such as intelligence and talent.
Entertainment and diversion is favoured over more serious concerns.
e.g.
People are strongly influenced by branding when buying
products. The label sometimes becomes more important than
the product itself and packaging more important than the
contents. People will pay high prices for products which bear
the logo of a fashionable label regardless of the actual quality
of the product.

http://dcairns.files.wordpress.com/2009/07/bruno-040209.jpg
http://www.babble.com/CS/blogs/famecrawler/2009/sacha_baron_cohen-cc.jpg
http://www.h2dj.com/uclaradionews/files/borat-high-five.jpg

The modern rise of celebrities launched through reality television

programmes such as Big Brother can be seen as the culture
celebrating style over substance. Many celebrities are now
famous for being famous rather than for an identifiable talent or
ability.