post modernism essay

1. Ella Grey
Postmodernism in Music Videos
Postmodern media rejects the idea that any media product or text is of any greater value than another.
Anything can be a form of art, and anything can be made able to reach an audience. The distinction
between media and reality has fallen, and we now live in a ‘reality’ defined by images and representations.
Images refer to each other and represent each other as reality. All ideas of ‘the truth’ are just competing
claims. Postmodernism is also said to reflect modern society's feelings of alienation , insecurity and
uncertainties concerning identity, history, progress and truth, and the break-up of those tradition like religion,
the family or, perhaps to a lesser extent, class, which helped identify and shape who we are and our place in
the world. Artists like Madonna, Michael Jackson and David Bowie are all cited as examples of
postmodernism in the ways in which they have created or re-created different identities for themselves.
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. An example of a more recent postmodern music video is Jessie J’s “who’s laughing now?” I chose to
analyse this music video picking on some of the main postmodern features.
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 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

2. Ella Grey
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.
One element recognised within postmodernism is known as ‘hyperconscious’ and 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. 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.
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!
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.