This document discusses post-modernism in music videos. It defines post-modernism as using earlier styles and conventions in a self-conscious way and mixing different artistic styles. Post-modernism in music videos is expressed through techniques like parody, narcissism, and cultural flattening. Specific music videos by artists like Lady Gaga and Blink-182 are analyzed in detail and described as containing post-modern elements through their use of references to other works, lack of consistency between lyrics and visuals, irony, and exaggerated portrayals of characters.

1. Post Modernism Essay
Post modernism is defined as "A late 20th century style in the arts characterised by the self
conscious use of earlier styles and conventions and mixing of different artistic styles and
media". In essence post modernism uses modernism as its base. Modernism was a
movement between the 1890's and the 1960's that intended to change out dated culture
and reject realism in doing so. Post modernism can be expressed through a variety of
Medias, but the one I shall be focusing on is music videos. However like other media forms
with videos it is not always clear which are and which is not post modernism. This is due to
there being no real general agreement to what post modernism actually is, so therefore any
post modernism related labels are a reflection of personal choice.
Post modernism can be expressed visually via post modern techniques, these techniques
include
- Parody - A parody is the use of a reference to other forms of earlier media intended
as a mockery of that product. Often a parody will exaggerate certain parts of the mise
en scene of the referenced product in order to make fun of it, or they will produce a
similar narrative aspect to the imitated media with a, more often than not, comedic
edge to it.
- Parody - the use of a reference to other forms of earlier media intended as a
mockery of that product. Often a parody will exaggeratecertain parts of the mise en
scene of the referenced product in order to make fun of it, or they will produce a
similar narrative aspect to the imitated media with a, more often than not, comedic
edge to it
- Narcissism - excessive interest in or admiration of oneself and one's physical
appearance.
- Cultural flattening - the process where culturally significant icons, symbols and
associations are used out of the cultural context, history, values and meaning but are
fabricated in a way that it becomes recognisable for its cultural association
Music videos follow post modernism conventions regularly. There are many theorists that
propose the conventions of post modernism, the most famous being Jean Baudillard who
proposed the theory of simulacra and simulation, Lady Gaga video “telephone” is the best
example as it contains various conventions of post modernism. A concept of this music
video I noticed that makes it post modern is its duration of 8 minutes; this is post modern
because a normal music video only lasts 3-4 minutes. This music video could therefore be
classed as a short film because credits are a shown at the end of the video in the same font
to what was used in the video itself.

2. Music artists that are known for being post modernism are; Lady Gaga, Jessie J, Blink 182,
Pink Floyd and The Beatles.
Lady Gagas music video “telephone” is post modernism due
to the use of cultural flattening through the use of
provocative dancing, minimal
clothing and swearing. The
director interpreted these into the
video to try reduce the stigma
around this meaning. Additionally in this music video, post
modernism is made clear through Goodwin’s theory as the
audience will see that the video is lacking consistency revealing
the song lyrics has nothing to do with the video which is a
modern post modern element. Now days it is becoming ever
more commons for artists to not relate their lyrics to the music video.
Another video that is post modern is “All the small things” by Blink-182;
this video is post modern for multiple reasons. The first reason for this
video being post – modern is the fact that the video imitates the work of
another artist. The music video mimics key scenes from other pop singers
and boy bands; this implies the music video is post modern due to the
imitation from other artists but also
because the video masks the original
content. This video is also post modern
as it is very ironic; this is because it’s
been directed in a pop style when the
band is a rock trio.
A music video that I believe to be post modernism is “Who is laughing now” by the female
artist Jessie J. This music video is post modern due to the use of hyper conscience, in the
video we can clearly see the singer is playing multiply characters; this demonstrates hyper
conscience as it reminds the audience what they are watching is not real. Additionally this
video also uses Narcissism as the presence of these characters is all over exaggerated in their
self image.
Secondly this video is also post modernism because it incorporates boardrillard’s idea of
hyper reality. This video cuts from Jessie being a school girl to being grown up; the use of
hyper reality makes the audience question which part of the video is in real time, this creates
post modern irony because none of what we are watching is real. Another form of post
modernism is the use of parody; the video parodies the school by over stereotyping the
students and the staff.

3. Lastly in this video many sources of parody image are used, the parody image is clear when
the school is being shown because everything inside is made to look like the stereotyped
image.