1. How can texts in music videos and television be described as postmodern?
There is no specific definition postmodernism; however it does attempt to explain the
movement in areas such as culture, art, philosophy and also music. Postmodernism is a
critique of what we feel is real and challenges the norm and ideas of structure and rational
thoughts. The phrase is often classified as the ‘sceptics term’ with postmodernists
persistently challenging audiences and asking them to question what is real and what is not.
The term emerged in the 1960’s as a reaction to the modernist worldview that had existed
previously.Music videos and TV programmes can consist of elements that are postmodern.
For example I will be discussing Lady Gaga’s music video to her song ‘Paparazzi’. The music
video was directed by Jonas Akerlund in 2009. The music video is packed with conventions
of postmodernism such as intertextual references, pastiche and homage. Elements of the
theory can also be found in sit-coms such as the programme ‘Family Guy’ which was first
broadcasted in the UK in 1999. This too is full of postmodern conventions, such as pastiche,
parody and also intertextual references.
Music videos follow postmodern conventions persistently and regularly. There are many
theorists that propose the conventions, for example Jean Baudrillard proposed the theory of
simulacra and simulation. Lady Gaga’spaparazzi 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.
This is not Gaga’s longest video, her music video to ‘Telephone’ last 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. Not only this there is
also homage to the movie ‘Vertigo’ as the psychedelic swirling pattern from the movie can
be seen at the start of ‘Paparazzi’. The music video is also very self-referential. The name of
the song ‘Paparazzi’ itself gives off the feel that Gaga is trying to portray how her life is for
example, her every move being followed by the paparazzi and also being spoken about in
the media e.g. newspapers. The shots of the newspapers follow the convention of pastiche,
as they are taking the same form of what a newspaper look like in the 1960’s, which is when
the theory postmodernism first emerged. Moreover, the music video is full of intertextual
references, for example Lady Gaga being dressed as the Disney character Mini Mouse which
is a symbol that is recognised throughout society. This assumption that the audience can
spot and recognise the intertextual links from one media texts is very typical of
Postmodernism and the theory expects that audiences are media literate. Lady Gaga
regularly places intertextual references in her music video, for example in her music video
Telephone, she referenced many media texts such as Polaroid, Virgin Media, The Pussy
Wagon (from Kill Bill) and many more.

2. More recently Television is often described as postmodern. An example of this would be the
sitcom ‘Family Guy’. There has also be spin-offs of the sitcom such as ‘The Cleveland Brown
Show’ which the plot revolves around a character from the original sitcom. Family Guy is
often placed in the same boat as The Simpsons (which is also classified as postmodern) due
to their similar tactics to shock and entertain audiences at the same time. Due to them
being classed as similar, there has been mention that there will be a spin-off episode of the
two shows called ‘The Simpson Guy’. Family Guy contains the typical postmodern features.
Intertextuality is a major one, with there often being blatant or not so obvious reference to
other media texts. For example, in an episode the characters took on roles of being
characters from the Star Wars movies and made reference to the dialect in the film. Again,
in doing this they are assuming that their audience will be literate in the Star Wars films.
Jameson suggests that pastiche and parody follow a similar idea of intertextuality. Family
guy uses parody references throughout the episodes; often mocking other TV shows, e.g.
the main character using Homer Simpson’s catchphrase ‘D’oh!’ and being told ‘that is not
your catchphrase’. Family guy can even be seen mocking and imitating ever day occurrences
in reality such as the US Government, disabilities, racism and also homophobia.This element
of Family Guy has caused major issues and is often that basis of the criticisms. An example
would include a former US vice-presidential candidate complaining that the show had
mocked her son who has down-syndrome. Family guy is also includes self-referential
humour, with the most common gag being about Fox Broadcasting. The show sometimes
can be seen removing the ‘fourth wall’ and talking directly to the audience. Another
postmodern feature that they show contains is disjointed narrative structures. Family Guy
follows tradition by regularly closing the sitcom with ‘unfinished’ or ironic endings.