1. Jessie J - Who’s Laughing
Now? Postmodernism
By Ella Grey
2. Intertextuality:
As the music video begins, there is immediately an inter-textual
reference through the use of characters (school children) that Jessie J
is about to walk past. The inter-textual reference it related to the
pre-existing film, Mean Girls as well as the film Grease. The young
school girls link the Mean Girls as they are all dressed up in bright pink
clothing which is an elements that has become very well known in the
Mean Girls film, with the phrase: "On Wednesdays we wear pink." In
addition, the link between the girls wearing pink and the film Grease is
the group of girls who featured in the film called the 'Pink Ladies' as
they too used to wear bright pink bomber jackets.
Furthermore, as Jessie walks past the school girls they give her a
horrible look, just as some of the characters from Mean Girls did to the
'new girl.' As she continues to walk past the school girls the camera
pans around to the front of Jessie and we are then able to see the girls
giving Jessie evil looks behind her back as she walks on.
3. HyperConscious:
Throughout the course of the music video Jessie J is seen to play
many different roles, that are in fact representing multiple stereotypes
such as: a teacher, a cook and a cleaner. These stereotypes
constantly remind the audience that you are watching something that
is in fact fake, causing an alienation effect. This is when the spectators
of the video are distanced from the video and not drawn in.
Narcissism:
The presence of these characters may show narcissism as they tend
to over exaggerate their self image, making them out to be something
that they are not. There are many different stereotypes known and
talked about from all around the world.
4. Hyperreality:
In my own opinion, I believe that this this music is postmodern
because it does seem to incorporate Baudrillard’s theory of
‘hyperreality.’ This is due to the fact that the camera is constantly
cutting between both of the Jessie J’s (one that is young and supposed
to represent her during her school years, and the real Jessie at her
present age but performing in different roles) and this there highlights
how the elements of ‘time’ is being used effectively. As the camera is
cutting this makes the audience begin to question whether they are
seeing it from young Jessie J’s point of view or whether they are
seeing it as a form of flashback.
This then presents the question of what is in real time, in other words;
is the young Jessie J a flashback or is the grown up Jessie J a product
of the young girl imagination? This therefore highlights postmodern
irony because none of what the audience is watching is real.
5. Reference To Media:
The scene shown on the right hand side of this slide may also be a
reference to the media and celebrity status- stemming closely from
Lyotard's theory of a media dominated society. In addition, the idea of
a celebrity status is also a grand narrative. However, it also shows an
element of postmodern irony as Jessie J is a celebrity herself.
Parody:
Many sources of parody image are used within this video, for example:
parodies have been used when displaying the school. It has been
done through stereotyping not only the location but the staff inside.
Also the parody of the bullies being sprayed with foam inside of the
classroom that would never usually happen in real life!
6. Why are music videos
postmodern texts?
Music videos follow postmodern conventions persistently and regularly. There are many theorists that propose the conventions for
postmodernism, for example Jean Baudrillard proposed the theory of simulacra and simulation. Lady Gaga's Paparazzi is great example
as it contains multiple conventions of postmodernism. The first element of the music video that makes this music video postmodern is
the fact the music video lasts up to 7 minutes. Normally, a music video would only last up to 3-4 minutes, in turn making this music video
more like a short film. However this infact is not Gaga’s longest video, her music video to ‘Telephone’ lasts for as long as 9 minutes.
There is also homage to the movie ‘Sunset Boulevard’ with the credits at the end of the video sharing the same font as the movie, further
implying that this video is a short film.
