Music Video: Postmodernism in music video

POSTMODERNISM IN MUSIC VIDEO

Media Magazine Theory Drop - Postmodernism

 Read ‘The Theory Drop: Postmodernism’ in MM66  (p26).  Answer the following questions:

1) How does the article define postmodernism in the first page of the article?

The article defines postmodernism as a cultural movement that questions and mocks traditional authority, structures and ideas. It also says that postmodernism distrusts all established philosophies and frequently experiments with the medium it is presented in.

2) What did media theorist and Semiotician Roland Barthes suggest in his essay 'The Death of the Author'?

In the Death of the Author, Roland Barthes suggested that the meaning of a text should not b controlled by the author alone. Readers can create their own interpretations , and the author's intentions are more important than anyone elses.

3) What is metatextuality?

Metatextuality is where a text draws attention to the fact that it is a text. It points to the process of its own creation.

4) What is the repeated phrase on the cartoon on postmodernism on page 28?

"postmodernism is a cultural movement that distrusts all established philosophies and frequently experiments with the medium it is presented in"

5) How does postmodernism link to media representations and reality?

Postmodernism links to media representations and reality because it questions whether media shows the truth or simply a version of reality created for audiences. The article explains that in postmodern media, the line between what is real and what is fictional often becomes blurred. Audiences are made aware that media texts are constructed  and edited rather than completely natural or truthful. This can happen through metatextuality , parody, exaggeration or mixing different genres and styles together. Postmodern texts often encourage audiences to question dominant ideas and representations shown in the media instead of accepting them as reality.

Music video CSPs and postmodernism
Now apply postmodern ideas to our music video CSPs by answering the following questions:

1) How does the music video for Ghost Town incorporate elements of postmodernism?

The music video for ‘Ghost Town’ includes postmodern elements because it uses bricolage by mixing different styles, messages and visual influences together. The mise-en-scene of empty streets and abandoned urban areas creates a bleak representation of 1980s Britain, while the low-key lighting and black-and-white cinematography create an eerie atmosphere. The video also challenges mainstream media conventions because it focuses on social realism instead of glamour. This links to Strinati’s idea that postmodern media breaks down boundaries between styles and meanings. The fragmented visuals and unsettling tone make reality feel unstable and pessimistic.

2) What film genres are alluded to in the music video for Ghost Town? Which scenes in particular created these links?

‘Ghost Town’ alludes to hammer horror, thriller and social realist film genres through intertextuality. The scenes of the band driving through deserted streets at night create links to horror and thriller films because of the isolated setting, shadows and suspenseful atmosphere. The urban locations and handheld-style camerawork also reflect social realist films that focus on working-class struggles. This mixture of genres is an example of bricolage, where different influences are combined to create new meanings.

3) How does Old Town Road use postmodern elements in its music video?

The music video for Old Town Road uses postmodernism through bricolage, parody and pastiche. The video mixes Western country with modern rap culture, creating a hybrid style that does not fully belong to one genre. The cowboy costumes, horses are examples of pastiche because they imitate classic Western films in an exaggerated and playful way. At the same time, the video parodies traditional American stereotypes by making them humorous and unrealistic. This reflects Strinati’s idea that postmodern media mixes high and low culture together and blurs genre boundaries.

4) How does the Old Town Road music video reflect technological convergence and modern digital culture?

Old Town Road reflects technological convergence and modern digital culture because the song became viral through TikTok, memes and social media before the official music video released. This shows convergence because music, social media and online video platforms all worked together to spread the song globally. The music video also references meme culture and internet humour, making it feel self-aware and heavily influenced by digital audiences. This links to postmodern ideas because audiences are now active participants who remix and share media content themselves.

5) What do YOU think Lil Nas X was trying to say about reality and American culture in the music video for Old Town Road?

I think Lil Nas X was trying to show that reality and American culture are shaped by media representations and stereotypes. The cowboy iconography represents a traditional version of America, but the video subverts this through parody, humour and rap culture. The exaggerated characters and settings almost feel hyperreal, linking to postmodern ideas that media representations can become more powerful than reality itself. By mixing country music, hip-hop and internet culture together, the video suggests that identity in modern America is no longer fixed and is instead constructed through media and popular culture.

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A/A* extension reading: Medium article
Read this Medium article on the Postmodern Pop Artist. Do any of the ideas in this article apply to Old Town Road or Ghost Town? How? 

Old Town Road relates because it mixes rap and country together, breaking normal music genre rules. It also uses sampling and became popular through TikTok and meme culture, which links to the article’s idea that pop music is part of postmodern daily life. The song also challenges stereotypes around race in country music. Ghost Town also links to the article because it uses music to comment on real social and political issues like unemployment and riots in 1980s Britain. The Specials also mix different genres like ska, reggae and punk, which reflects postmodernism’s rejection of traditional structures and categories.