Postmodernism developed as a reaction to modernism in the late 20th century. It is characterized by intertextuality, self-reflexivity, hybridization of genres, irony, and a mixing of high and low art forms. Postmodern analysis recognizes that meaning is created by both the context of the text and the reader. Postmodern culture applies these concepts to areas like literature, art, music, visual culture, architecture, fashion, and advertising.