“Postmodern media blur the boundary between reality and representation.” Discuss this idea with reference to media texts that you have studied.

“Postmodern media blur the boundary between reality and representation.” Discuss this idea with reference to media texts that you have studied.

Postmodern media is the idea that anything can interpreted and valued equally; nothing can be judged as negative since anything can be art. It is a rejection of Modernism which focuses on moving forward and hiding references to the past in its media products.

Ted is an example of how boundaries between reality and representation are transgressed. The film's protagonist Ted is an animated children's toy living in the 'real' world. His soaring popularity lead to him appearing on the Jimmy Kimmel Show Live, which is postmodern because the live aspect means that the audience were merely cheering a voice over when it was being filmed and Ted was edited in afterwards for the purposes of Television. Ted then went on to appear at the Oscars and present an award, this is blurring the boundary between reality and representation as a fictional character is presenting an acting award, again the audience would have been cheering a voice over. These appearances link to Baudrillard's concept of hyper-reality and how things that should seem abnormal, like a non-existent talking teddy bear walking around, are considered completely normal and nobody questions it.

'Scott Pilgrim Vs The World' is another postmodern media text that looks at the blurring of boundaries between reality and representation.  In the film there is 'narrastive truth' as comic, computer games and TV are all treated equally; thereby leading to the concept of pluralism. The low culture genres such as comic books and sitcom are being treated with the same reverence as high culture genres such as philosophy and time and space. Blurring these elements together create a diegetic world as when Scott fights the exes, he gets points and power-ups that appear on screen, replicating that of a video-game. Levi Strauss' theory of substitution can be applied here because realistic life situations are being replaced with exaggerated comic book ones; making the fictional elements of Scott's life indistinguishable from the non-fictional.

However, one could look at the online computer game 'Desert Bus' and argue that postmodern media does not blur the boundary between reality and representation. This game mimics real time rather than attempt to distort it and in doing so, creates a realistic  simulation of the 'real' world. However, Jameson's argument that postmodernism is depthless could be applied to this game because it has no purpose; there are no goals to strive for and although the game provides a temporary means of escape, it does not provide any advancement in the real world.

 

The Nikon camera advert could be argued to blur the boundaries between reality and representation because it sells people a life style that doesn't exist. The company comment that they aim to 'remind' their audience that they are 'at the heart of the image' yet the question remains, how can people be reminded of experiences they've never had. This advert is conforming to Baudrillards concept of  hyper reality and how the real world is created on expectations and how people want it to be rather than how it actually is. Nikon is merely projecting aspirational lifestyles out to its viewers that they will apparently gain with the purchase of the camera. This misleading advertising techniques is used also with Smirnoff and Emmirate Airlines; this could also be considered  simularcra because the companies aim to sell 'unique' experiences to the audience yet if everyone gets the same experience with the camera then this cannot be possible.

 

With the constant availability of the Internet, reality and representation are frequently blurred and transgressed all the time. The invention of Google glasses means that people are living in a hyper real world from day to day  thereby causing the real world to be indistinguishable from fictional lifestyles.

Media Language

Barthes (1977) argued that in film connotation can be (analytically) distinguished from denotation.

John Fiske (1982) “denotation is what is filmed, connotation is how it is filmed”.

Evaluating media language is an evaluation of all micro elements and how they have created meaning to inform us about genre, narrative, representations/ ideology, targeting of audiences.

Mise-en-Scene creates the diegetic world - the fictional space and time implied by the narrative, i.e. the world in which the story takes place.

Micro Element: Camerawork There are Four aspects to camerawork that you need to understand: Shot Types – particularly relevant for print. Camera Composition Camera Movement Camera Angles

Continuity Establishing/Re-establishing Shot Transitions . The 180° Line Rule . Action Match . Crosscutting . Cutaway . Insert Shots . Shot - Reverse Shot Structures . Eyeline Match .

 Non-Continuity Montage Sequence . Flash Back/Forward . Ellipsis . Graphic Match .

Structuralism - Elements within a structure do not possess meaning as individual units but gain their meaning through their relations to other elements. Structuralist film theory emphasises how films convey meaning through the use of codes and conventions not dissimilar to the way languages are used to construct meaning in communication.

So basically...

• Editing
• Fonts
• Strapline / Coverline
• Barcode
• Colour pallete (3 colour scheme)
• Masthead
• Lighting
• Denotations / connotations
• Semiotics
• Camera Shots (mid, low, high, establishing, close up)
• Mise en Scene (Costume,lighting, locations, props)

Postmodernism, applying to texts

Fragmented structure/non-linear narrative Taylor Swift condensed narrative videos, Inception
Challenging of meta-narrative (Lyotard and Strinati) Scott Pilgrim
Playing with time and space (Strinati) - Desert Bus, Inception, Scott Pilgrim
Self-reflexivity Inception
Emphasis of style over substance and context (Strinati) Inglourious Basterds
Challenging cultural imperialism and mass production Ill Manors Plan B
Conventions of genre challenged/subverted Scott Pilgrim
Breakdown of distinctions between high art and pop culture (Strinati)
Asks questions not giving answers, allowing audience interpretation Inception
Juxtaposing old and new to make new meaning (bricolage) Kanye West, Gold Digger
Intertextuality Inglourious Basterds, Ted, Scott Pilgrim
Multiplicity of meanings linked to audience interpretations Birth of a Nation- Apocolyse Now - British Gas, Kanye West Gold Digger
Post WW2-war being a catalyst for postmodernism Andy Warhol - Pop Art
Parody and pastiche – creating something new through imitation, homage (tribute) Flight of the Conchords, Ted, Hobo with a Shotgun
Web 2.0 and new technologies allowing people to become producers/celebrities outside traditional/mainstream methods Rebecca Black - Friday, Internet memes, Ted
Instantaneity – accessibility now Internet memes on Facebook, Kanye West - music videos on YouTube
Culture is no longer viewed as art mirroring life but a reality in itself (Strinati) Internet memes
Experimentation with new forms – not necessarily the ‘glossy’ Hollywood approach Scott Pilgrim, Ted
Meaning and purpose holds more significance than the skill involved in making it Internet memes, Dan Black Symphonies
Photoshop movement changing how we see reality Internet memes, Ridiculously Photogenic Guy
Cult of celebrity – celebrity obsessed society – style over substance Internet memes
Truth is created and doesn’t exist in any objective sense Inglourious Basterds, Nikon advert
Text goes beyond what it is and comments on society Birth of a Nation- Apocalypse Now - British Gas.
No single definition – open to interpretation – concept crosses art, media, literature, architecture, music, society Scott Pilgrim, Inception
States of hyper reality (Baudrillard and simulacra) Scott Pilgrim., Ted, Inception, Nikon Advert

Terminology

Détournement - changing the meaning of an existing piece of work so much that it changes its original intended meaning.
Eclecticism - A wide range of influences, contributions and techniques.

Nostalgic - Celebrates the past and its glory

Narcissistic - Fascination with ones-self; excessive self love, vanity.

Active Audience - Assertion that experience can only be created by the audience or the individual, and cannot be made objective by an author or narrator. Assumes an intelligent and active audience.

Hyper-conscious - Aware of itself
- Allows the text to dissolve the 'fourth wall', potentially directly addressing the audience or looking at the camera lens directly.

Essay questions

What is meant by ‘postmodern media’?
Topic: Postmodernism
Aspect: Postmodern media
Instruction: What do people think it means
- Inglourious Basterds, heavily made up from intertextual references and allusions to existing texts.
- Flight on the conchords, puts the genre of 'musical' into a new context.
- Kanye West, Gold Digger.

Why are some media products described as ‘postmodern’?
Topic: Postmodernism
Aspect: Postmodern media
Instruction: Define why they are postmodern
- Inglourious Basterds, heavily made up from intertextual references and allusions to existing texts.
- Flight on the conchords, puts the genre of 'musical' into a new context.
- Kanye West, Gold Digger.
Explain how certain kinds of media can be defined as postmodern.
Topic: Postmodernism
Aspect: Postmodern Media
Instruction: Explain how things are 'defined' as being postmodern.
- Inglourious Basterds, heavily made up from intertextual references and allusions to existing texts.
- Flight on the conchords, puts the genre of 'musical' into a new context.
- Kanye West, Gold Digger.
Explain why the idea of ‘postmodern media’ might be considered controversial.
Topic: Postmodernism
Aspect: Postmodern Media
Instruction: How/why is it controversial
- Jameson, trapped in circular references.
- Hobo with a shot gun
- Inception, argue against it being controversial

“Postmodern media blur the boundary between reality and representation.” Discuss this idea with reference to media texts that you have studied.
Topic: Postmodernism
Aspect: Postmodern media
Instruction: Explore concept of liminality/transgression of boundries.
- Ted, animated and real world
- Ted on Jimmy Kimmel show live
- Ted at Oscars
- Scott Pilgrim, video games mixing into real world. concept of pluralism
- Desert bus, immitates reality rathr than distorts it.
- Nikon camera advert, sells people a lifestyle that doesn't exist.
- Google glasses, hyper-reality.

Discuss why some people are not convinced by the idea of postmodern media.
Topic: Postmodernism
Aspect: Postmodern media
Instruction: Why people aren't convinced by it.
- Jameson
- Kirby Fergusson
- Incpetion, pomo not bad
- Hobo with a shot gun, shows pomo as bad
- Nikon camera advert, selling people a lifestyle that doesn't exist.

EVERYTHING we've done on Postmodernism.

Media

How and why is Ted Postmodern?

How
- Flash Gorden references (1980's)
- Ted, childs toy coming to life. Hyper-reality. Mixing CGI and 'real' footage.
- Voice over is sarcastic. Parody.

Why
- Ted represents a 'human' and he can be seen as bricolage as he is a toy associated with children, that has been put out of context in an adult lifestyle.
- Voice over lacks realism and the sarcasm establishes that the film is a joke and mocking a children's story (Christmas Carol).
-Teddy Ruxpin can be seen as emblematic of a postmodern world. He is sold as your 'best friend' however he is not unique, everyone is sold the same best friend. Simulacrum.

Ted on the Jimmy Kimmel show live is postmodern as the audience would be merely cheering a voice-over in the interview. Hyper-reality. Ted admits openly that the deleted scenes on the disc are simply those which were not good enough to be in the film.
(Many animated film create fake out-takes at the end of their movie purely for the purpose of entertainment. For instance with Toy Story and Monsters Inc)

Ted at the Oscars. Don't need to be alive to be a celebrity. Acting award being presented by a animated, fictional character. He also appears at the Oscars with Tupac and The Gorrillaz, all appearing as holograms.

Flash Gorden was made 6 years after Star Wars
- In Ted, Sam Jones is playing a version of Sam Jones who played a version of Flash Gorden who was over-dubbed due to falling out with the director. Simulacrum.

-Collectors edition of Ted. Mass produced so not actually 'collecters'.

Applying Kramer's Theory

1) Does not respect boundaries between sonorities and procedures of the past and of the present
- Using past influences from 'Southern Tones' It Must Be Jesus and 'Jonny Rivers' I Gotta Woman.

2) Includes quotations of or references to music of many traditions and cultures
- The song uses lyrics from I Gotta Woman

3). Embraces contradictions
- Disregards the fact that the song's origins are religious with religious intentions and ends up being completely contradictory.

Applying Kramer's Theory

1) Considers music not as autonomous but as relevant to cultural, social, and political contexts
- The lyrics explore all of the above mentioned contexts and explore current terrorism issues.

Overseas, yeah, we tryin' to stop terrorism

But we still got terrorists here livin'

In the U.S.A., the big C.I.A.

The Bloods and the Crips and the KKK

2) Shows disdain for the often unquestioned value of structural unity
- The song suggests that we take for granted a world with structural unity and we appreciate it only when it is disrupted.

Applying Kramer's Theory.

1) Challenges barriers between 'high' and 'low' styles
- The lyrics highlight the stereotypes put forward by society surrounding 'Chav's' and less fortunate people and criticises the fake composure of 'high culture' citizens."What you looking at you little rich boy!"

2) Considers music not as autonomous but as relevant to cultural, social, and political contexts.
- Criticising the government and how the council estate is represented.
"Think you know how life on a council estate is from everything you've ever read about it or heard"

6. Questions the mutual exclusivity of elitist and populist values
.- Mocking social superiority.

Johnathan Kramer

Media Theorist Jonathan Kramer says "the idea that postmodernism is less a surface style or historical period than an attitude. Kramer goes on to say 16 "characteristics of postmodern music, by which I mean music that is understood in a postmodern manner, or that calls forth postmodern listening strategies, or that provides postmodern listening experiences, or that exhibits postmodern compositional practices." 
According to Kramer (Kramer 2002, 16–17), postmodern music":

1. is not simply a repudiation of modernism or its continuation, but has aspects of both a break and an extension
2. is, on some level and in some way, ironic
3. does not respect boundaries between sonorities and procedures of the past and of the present
4. challenges barriers between 'high' and 'low' styles
5. shows disdain for the often unquestioned value of structural unity
6. questions the mutual exclusivity of elitist and populist values
7. avoids totalizing forms (e.g., does not want entire pieces to be tonal or serial or cast in a prescribed formal mold)
8. considers music not as autonomous but as relevant to cultural, social, and political contexts
9. includes quotations of or references to music of many traditions and cultures
10. considers technology not only as a way to preserve and transmit music but also as deeply implicated in the production and essence of music
11. embraces contradictions
12. distrusts binary oppositions
13. includes fragmentations and discontinuities
14. encompasses pluralism and eclecticism
15. presents multiple meanings and multiple temporalities
16. locates meaning and even structure in listeners, more than in scores, performances, or composers

Bricolage

Rosenau

1) Postmodernism criticises the inconsistency of modernism but refuses to be held to norms of inconsistency itself
2) Postmodernism focuses on intertextuality as well as isolation.
3) Postmodernists contradict themselves by relinquishing truth claims in their own writings.

Levi Strauss

-Theory of addition, deletion, substitution in relation to the texts I have studied.

Addition: Swiss Lips of Frank Ocean's 'Lost' - a fan video made of three different videos.
Addition: Scott Pilgrim Versus The World - Inclusion of video games. Text on screen.
Deletion: Inglourious Basterds - Deletes all battle scenes.
Deletion: Deletes fear, The Basterds have no fear.
Deletion: Hobo With A Shotgun - Removes the backing story.
Substitution: Inglourious Basterds - Swaps history with a fictional history (hyper-reality).
Substitution: Kanye West's Gold Digger - Copy of a copy.
Substitution: Flight of the Conchords (Prime Minister episode) - Simon and Garfunkel impersonators.

'Media is communication' Discuss the ways that you have used media language to create meanings in one of your media products.

The product I have chosen to analyse is my music magazine which is titled 'Replay' and belongs to the genre of hip hop. The intended audience (teenage girls aged between 15-24) would expect certain attributes and conventions when reading this type of text regarding colours, fonts and images. The connotations connected to my magazine title 'Replay' hint at the idea of reading it over and over again which suggest that the reader won't get bored of the content. For my colour palette, I focused on the colour green as it connotes the idea of something 'fresh' and 'new'. The mast-head uses this green alongside a bold, graffiti-style font against a black background to reflect the rebellious nature of my magazine.

For the main image, I have used a striking head shot of my female artist. It attracted my target audience because she holds eye contact with the camera lens and appears to address the audience.  John Fiske suggests that 'denotation is what is photographed, connotation is how it is photographed' I have demonstrated this theory in my photo as it denotes a young girl tyring to make it in the music industry however, her bold facial expression and street-style costume connote rebellion and passion.

The barcode, price and issue number are all typical conventions that are expected of all magazines, despite their genre. I have ensures that I included them in my magazine, putting the barcode and the issue number small in the corner as they are not the main focus of the magazine, they are simply standard requirements. The layout I have used attracts the reader as I have focused on the rule of thirds; thereby making it easy to look at and read. The main star is the focal point of the gold spiral, she is what sells the magazine.

The artist is styled with basic make-up. I wanted to reflect the concept of simplicity and how you don't have to look at certain, conventional way in order to enjoy a certain type of music. The message portrayed by my artist makes her admiral to my target market and perceived potentially as a role model. Despite the natural make-up, her hair styling is more extreme. A high side-ponytail style connotes her rebellion as this image alludes to hip hop star Lady Sovereign. In reference to Stuart Hall's reception theory, the preferred reading of the main image is that the artist is aspirational however an opposed reading could be that my artist is 'fake' and doesn't conform to expectations that the audience want to see.

The cover-lines of my magazine are written in capital letters in a bold font to appeal to the audience. I have mentioned names of well-noted hip hop stars and street dance crews that would be of interest to my target audience. These are also needed considering my cover star is supposedly relatively unknown therefore I have used other stars to help sell my magazine. Capital letters are more attention grabbing than lower-case as they are more demanding.

Overall, I have used media language to create several meanings in my music magazine. I ensured I used a colour palette with positive connotations and mise-en-scene to reflect the personality of the main star. It is important to conform to expectations of media language in order to appeal to the audience, if a media product is too different and strays too far from conventions, then it will only address a very niche market.

Flight of the Conchords

"Representation in media texts are often simplistic and reinforce dominant ideologies so that audiences can make sense of them". Evaluate the ways that you have used/challenged simplistic representations in one of the media products you have produced.

In the media products I have produced, I have both used and challenged representations. In my music video, the main character was an aspirational, relatable female figure. It was important that she was depicted as aspirational as I wanted my target audience of teenage girls to view her as a role model and take hope from the video after the relationship break-up narrative. I wanted to make her relatable and stereotypical as I felt that it would then make the narrative easier to relate to and sympathise with; if I had formed a complicated character, then the audience may have lost interest and not connected with her in the way I wanted them to. In creating these qualities in my music video, I am conforming to simplistic representations.

It was important that the correct connotations were carried by my character. I wanted her to be portrayed as innocent and vulnerable therefore, to achieve this, I ensured that her costume always consisted of natural, simplistic colours. As well as this, the location and mise-en-scene she was surrounded by also consisted of the same colour scheme in order to avoid distraction or mis-interpretation of meanings. This demure look ensured that my female character didn't conform to the male gaze as this is not the image that I wished to convey; I wanted her to appear innocent and potentially as a victim to the narrative.

Her character develops throughout the video, an establishing shot doesn't give much away, allowing the audience to make their own judgements. The fact that she takes up the majority of camera shots allows the audience to form a more broad opinion of her as the video progresses, the constant focus on star image means that the audience feel as if they get to know the character. Gaundlett says that 'Identities are constructed' linking to the idea that gradual construction breaks up and simplifies representation.

The male character in my video appears desirable and stylish however he is not given much camera time therefore the audience don't really get to know him and aren't able to relate to him. He is not presented in much detail, thereby making him a simplistic character representing 'any man'. The condensed narrative doesn't give him an opportunity of voice therefore the audience view him as the 'villain' in the story. Having the male role as a villain and the female role as the victim conforms to representations in media texts.

Stereotypes are used to enhance realism, however, Martin Marker comments on the idea that "stereotypes are condemned for misrepresenting the 'real world'". This could link to Baudrillard's theory of hyper-reality and how people are unable to distinguish reality from a simulation of reality. People expect certain attributes from characters, despite the fact that they are not always realistic. In the case of my music video, it is expected that the girl is depicted as weak and vulnerable in comparison to the male character.In conforming to expectations, I am using simplistic representations of media texts.

Pluralism

Pluralism argues that there is no answer to anything.

Normative Pluralism - this is the acceptance of all narratives and the idea that no narratives are better than another.

Secondly, there is a kind of PoMo which is pluralist in the sense that it accepts different views, without denying that something is better than other things.

Representation

"Representation in media texts are often simplistic and reinforce dominant ideologies so that audiences can make sense of them". Evaluate the ways that you have used/challenged simplistic representations in one of the media products you have produced.

Stereotypes
- Stereotypical female character for a country/pop genre. Makes her easy for the audience to relate to and understand
- Cliche couple in a pop video. Having troubles and break up

Setting
- Simplistic setting. Keeps the focus on the characters and narrative
- Neutral colours used to mirror the representation of the girl

Gaunlett (2002)
"Identities are constructed". From the first shot, only the appearance of the girl can be established. Over her time on the screen we see actions and behaviour that exress innocence and her demure youthful personality.
- Gradual construction breaks up and simplifies representation

Condensed Narrative
- Focus on main events (Happy couple, fall out, break up)
- Not enough time for all the details
- Simplifies reality
- Audience can recognise the situation from the information given.

Male Character
- Not much detail or camera time
- Appears stylish and desirable but could be any man.
- Simplistic representation.

Female Character
- Doesn't conform to the male gaze
- Her character develops throughout the video
- Natural colours used to convey her as innocent
- Aspirational role model
- Take up majority of camera shots (Star image)
- Relatable character

Postmodern Audiences

- have audiences become accustomed to the stimulation and excitement of spectacular films/games and a sense of spectacle has become something that (young?) audiences increasingly demand from cultural experiences?

• Has narrative coherence become less important for audiences?
Battleships, Transformers, Hobo With a Shotgun

• In terms of ideas, has cultural material become more simplistic and superficial, and audiences are no longer so concerned with the process of understanding a text. Think here about a film like Moulin Rouge where the plot is in some sense irrelevant to the overall impact of the film.
Depthlessness memes. Nothing is good or bad, everything is equal
• has the attention span of audiences reduced as they become increasingly accustomed to the spectacle-driven and episodic nature of postmodern texts


• in its ‘waning of affect’, has postmodernism contributed to audiences become emotionally detached from what they see. They are desensitised and unable to respond ‘properly’ to suffering and joy.
When people film concerts when they're there or watch the big screens when the band is right in front of them. The world can only experience things second hand.
• has postmodernism contributed to a feeling among audiences that arts and culture does not really have anything to tell us about our own lives and instead simply provides us with somewhere we can escape or retreat to.

Alain J-J Cohen - 'Hyper spectator'. A viewer with deep knowledge of cinema and can pick up the intertextual references.

Anne Friedberg- We have control over what we watch and where we watch it. "Films have helped contribute to the postmodern quality of life by manipulating and playing around with our conventional understanding of time and space."