Postmodernism challenges common assumptions and blurring reality with media representations. It sees communication shifting from one-to-many broadcast models to digital many-to-many interactions. Postmodernism exposes conventions taken for granted as "common sense" and questions the idea of one text having more value than another. It deconstructs the "truth" by challenging dominant ideologies called the "grand narrative."

1. Postmodernism
Lesson Objective: To examine some Postmodernist ideas and apply to
my case study

2. “Post-modernists claim that in a world where we are constantly
immersed in media 24/7 … the distinction between reality and the
media representation of it becomes blurred or even entirely invisible
to us. In other words, we no longer have any sense of the difference
between real things and images of them or real experiences and
simulations of them”
Julian McDougall
Hyper-reality

3. Communication Shift
Modern Communication:
One to many model e.g. TV, radio etc
Postmodern communication:
Digital, interactive, many to many e.g. the internet, the red button etc

4. What do you understand by the phrase
‘Postmodernism’? – Write it down
“A style and concept in the arts characterized by a distrust of theories
and ideologies, by drawing attention to the conventions”
(Oxford English Dictionary)
In other words …
Exposing and challenging the things we take for granted as ‘common
sense’
http://vimeo.com/106226560

6. Postmodernist judgement
• No one media text has more value than another, it is all a matter of
taste.
• How far do you agree with this? Write your answer and use one
example from the media

7. The idea of representation is remixed through
pastiche, parody and intertextual reference

8. Baudrillard and Lyotard
The truth needs to be de-constructed, meaning we have to challenge the
dominant ideology, which they call the ‘grand narrative’
In groups
Look at the advertising/awareness campaign you have been given. Stick the
pictures down and annotate them, considering the following things:
• What is the dominant, preferred and negotiated reading of this product?
• What ‘truth’ is being promoted?
• How does this challenge the ‘grand narrative’?
• What might be a more ‘obvious’ or ‘conventional’ way to advertise this
product?
• How does this subvert the codes and conventions of advertising?
• Is it convincing? Why/not?

9. TRANSITIONAL PAGE

10. Why is this advert postmodern?