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1. Iggy Azalea feat. Charlie XCX- Fancy- Postmodernism
After researching different ideas of what postmodernism is and how it applies to
certain styles of media I found that there were many different ways in which
postmodernism can be linked. In this case I will be analysing a music video which I
believe represents what postmodernism is. There are 5 key characteristics of
postmodernism;
 Cultural Flattening
 Knowingness
 Hybridization
 Intertexuality
 Eclecticism
 Surface Effects
All of these in some way apply to a music video however only an elite few of this list
if represented fully in Iggy Azalea’s ‘Fancy. These key concepts are further backed
up by Andrew Goodwin; a postmodern theorist who can specifically relate to music
videos. He believes there are 5 main ideas that can make a music video postmodern
these are:
 Music video demonstrates genre characteristics.
 There is a relationship between lyrics and visuals.
 There is a relationship between music and visuals.
 The demands of the record label will include close ups of the artist.
 Voyeurism.
 Intertextual references.
Unlike the main characteristics of postmodernism Iggy’s video encompasses what
Andrew Goodwin believes postmodernism is in every sense of the term.
Let’s start with how the key characteristics of postmodernism and then how Andrew
Goodwin’s theory comes into it.
Firstly the Intertexuality in ‘Fancy’; throughout the video there is a clear reference to
the popular 90’s film Clueless. The film was very big for the mid teen demographic at
the time. This is different because I’m sure that this isn’t the type of audience that
Iggy is reaching for. Iggy plays the main character in the film Cher whilst the
backing dancers including feature artist Charlie XCX. The director has made sure that
all of the props, setting, clothes, hair and make-up (all of the mise-en-scene) are
following that intertextual link to the film. The opening shot of the video and the
yellow tartan dress that Iggy wears are clear links to the film. Although there is a
contrast to the genre of the song and the genre/style of the video the director and Iggy
make sure it doesn’t mimic but pays homage to the culture of the time
Secondly the surface effects in the video. There isn’t much meaning to the video but
left there for the interpretation of the audience. The video is more for the fun and
unique style that was around 25 years ago. However maybe there could be some
argument common Marxist debate of the bourgeoisie and proletariat- in the video it is
demonstrating rich kids having fun no matter what they do and this could demonstrate
the view that people with money have a better time however that is never settled.

2. Lastly the use of Hybridity; there is a clear contrast between that of the video itself
and the song that is played. The use of the old school 90’s pop theme throughout
contrasted with the genre of the song which is Hip Hop. Luckily because of the
characteristics of the film and the hip hop genre it contrasts nicely. The mix of the
two genres and styles of the song and setting bring in two different types of audience
which can accept the merging of styles.