A2 Media Studies - Postmodern Media Revision Booklet

8/17/2019 A2 Media Studies - Postmodern Media Revision Booklet

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POSTMODERNISM

YOU


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A2 Media StudiesOCR Unit G325: Critical Perspectives in Media Question 2 Post-modernMediaThis uide is ai!ed at students sittin the OCR e"a! Paper G325 #or A2Media Studies$ %n this section &e #ocus on revisin #or 'uestion 2( #ocusinon the topic area post)!odern !edia$Candidates choose one question #ro! a choice o# t&o per topic area$ *oe"tra !ar+s are availa,le to candidates &ho atte!pt ,oth 'uestions$Question 2 is &orth 5-. o# the !ar+s #or Unit 325 and students shouldspend appro"i!atel/ one hour &ritin a #or!al essa/ st/le response$

Front of Exam Paper OCR Advanced GCE MEDIA S!DIESUnit G325: Critical Perspectives in MediaI"SR!CIO"S O CA"DIDAES Ans&er #ot$ parts of question %#ro! section A and one question #ro! section 0$I"FORMAIO" FOR CA"DIDAESThe nu!,er o# !ar+s #or each 'uestion is iven in ,rac+ets 1 at the end o# each 'uestion or part o# 'uestion$The total nu!,er o# !ar+s #or this paper is --Section &' Contemporar( Media IssuesAns)er one question from section &%n this section /ou need to &rite a,out /our +no&lede and understandino# Post) Modern Media$ *ou s$ou+d ans)er on+( one question$

Samp+e ,uestion )o Postmodern MediaC$oice of t)o%. Discuss t)o or more media texts t$at (ou )ou+d define as/postmodern0 and exp+ain )$( (ou )ou+d 1ive t$em t$is +a#e+2 Coverat +east t)o media in (our ans)er2 34.5%% Consider t$e )a(s in )$ic$ post-modern media c$a++en1econventiona+ re+ations #et)een audience and text2 Refer to at +eastt)o media forms in (our ans)er2 34.5

Exam ip' *ou s$ou+d on+( ans)er one of t$ese questions2 $e( are

num#ered %. and %% #ecause t$e( come from a +ist of %6 questionscoverin1 six topic areas2 *ou s$ou+d on+( attempt t$e questions in t$etopic area for )$ic$ (ou $ave #een prepared2 7$ic$ever question (ouc$oose is )ort$ 4.8 of (ou examination and 648 of (our A6 1rade2!n+i9e questions %:a; and %:#; (ou are not expected to eva+uate (ouro)n productions in re+ation to t$e question2


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Revision tas9

Choose one o# the a,ove 'uestions$ Create a 'uic+ !ind !ap o# topicsareas that &ould ,e use#ul to cover &hen ans&erin it$ %n particular( /ou!a/ &ish to thin+ o# +e/ te"ts e$$ #il!s( television sho&s( !usic videosand recordins( co!puters a!es( &e, sites( social net&or+in as &ell as Art and advertisin$Usin the seven-section structure ,elo& select #ive topics that /ou couldtal+ a,out &hen ans&erin these 'uestions$

Section % - introduction address question and define 9e( terms

Section 6 >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Section ?>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Section @>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Section 4>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Section >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

Section B conc+usion summarise (our five main points

Please note t$ese are sections as opposed to para1rap$s ,ecause thisis a !uch loner e"a! response than either 'uestion 4a or 4,$ 6ou !a/

choose to ,rea+ each section do&n into a nu!,er o# shorter pararaphs$Ta+e the topic area /ou are #ocusin on in section 2$ 7o& could /ou ,rea+this do&n into 2 or shorter pararaphs8 Perhaps /ou &ould o##er di##erentinterpretations o# the te"t aruin #or and aainst its inclusion under theu!,rella ter! 9post)!odern !edia$

Topic o# section t&o

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Pararaph

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Pararaph

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Post-modern Media

Co!ple" issues have ,een e"pressed clearl/ and #luentl/ usin a st/le o#&ritin appropriate to the co!ple" su,nlish /oull have used 'uotations( in Media Studies/ou need concrete #actual evidence to support /ou clai!s$ P>> = Point =>vidence = >"plain$

Generic Mar9 Sc$eme for Contemporar( Media Issues>"planation? anal/sis?aru!ent 42- !ar+s Use o# e"a!ples 42- !ar+sUse o# ter!inolo/ 4- !ar+sExp+anation ana+(sisar1ument :%-6. mar9s;Candidates adapt their learnin to the speci#ic re'uire!ents o# the 'uestionin e"cellent #ashion$ The ans&er o##ers a clear( articulate ,alance o# !ediatheories( +no&lede o# te"ts and industries and personal enae!ent &ithissues and de,ates$!se of examp+es :%-6. mar9s;>"a!ples o# te"ts( industries and theories are clearl/ connected toether inthe ans&er( &ith a coherent aru!ent developed in response to the'uestion$!se of termino+o1( :-%. mar9s;

Throuhout the ans&er( !aterial presented is in#or!ed ,/ conte!porar/!edia theor/ and the co!!and o# the appropriate theoretical lanuae ise"cellent$


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%2 Post-modern A To cop/ so!ethin in a hu!orousand tonue in chee+ &a/$

62 Post-modernit( & A culture and societ/ in &hichindividual and collective identit/ isconstructed in !aterial acts o#econo!ic e"chane e$$ shoppin

?2 Parod( C The se!iotic landscape o# asociet/ do!inated ,/ consu!er

culture and in#or!ation technolo/

@2 Pastic$e D A cop/ &ithout an oriinal

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Focus on t$e mar9 sc$eme

In addition to t$e 1eneric mar9-sc$eme= )$ic$ is used to mar9 a++ sixtopic areas potentia++( covered in t$is unit= t$e exam #oard a+so usedescriptors of content t$at is indicative of top #and ans)er2

,uestions %. and %% - Indicative ContentCandidates !iht consider te"ts #ro! co!puter ? video a!es( post!oderncine!a( interactive !edia( realit/ T( !usic video( advertisin( parod/ andpastiche in !edia te"ts or a rane o# other applications o# post!odern !ediatheor/$ A hih level response &ill ,e characterised ,/ detailed re#erence to thete"t and application o# de#initions o# post!odernit/$

Se+ectin1 (our texts for discussion%n /our e"a! response /ou !a/ onl/ &ish to discuss t&o !edia #or!at indetail e$$ cine!a and !usic video$ 7o&ever( it is use#ul to !a+e re#erence toa &ider rane o# te"ts &hen discussin eneric issues o# authorship and therelationship ,et&een the producers and consu!ers o# post)!odern !edia$ %nparticular( in /our introduction it can ,e use#ul to !a+e re#erence to a &iderrane o# te"ts that cited in the !ar+ sche!e$ Bor e"a!ple( /ou !a/ &ish to!a+e !ention o# Post)Modern Bine Art #or!s and the relationship ,et&eenModernist and Post)Modern cultural #or!s$

!sin1 t$e +ist #e+o) se+ect t$ree texts in eac$ cate1or( (ou )ou+d fee+confident )it$2 Remem#er to #e specific e212 don0t ust sa( post-modernArt= sa( Damien


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C$oose five media t(pes from t$e previous tas9 and se+ect a specificexamp+e (ou are confident )it$ e212 cinema Dan1o !nc$ained2 Consider)$ic$ t$eoretica+ perspectives )ou+d #e most usefu+ )$en discussin1 t$emand )$(2

Use this rid to chec+ o## to !atch the e"a!ple to the theoretical perspective$ Tr/to lin+ each e"a!ple to at least three theoretical perspectives$

Once /ou have co!pleted the rid chec+ i# /ou are !issin out an/ o# thetheoretical perspectives covered$ Revisit the de#initions in the precedin tas+ andthin+ is there an/ &a/ /ou can &or+ these ter!s into /our ans&er$

1 2 3 4 5

%2 Postmodern

62Postmodernit

(

?2 Parod(

@2 Pastic$e

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Post-modern MediaCandidates mi1$t exp+ore com#inations of'

7o& post)!odern !edia relate to enre and narrative across t&o !edia(

co!puter ? video a!es and ne& #or!s o# representation( post)!oderncine!a( interactive !edia( realit/ T( !usic video( advertisin( post)!odernaudience theories( aspects o# lo,alisation( parod/ and pastiche in !ediate"ts or a rane o# other applications o# post)!odern !edia theor/$

The topic areas re'uire understandin o# conte!porar/ !edia te"ts(industries( audiences and de,ates$ Candidates !ust choose one o# the#ollo&in topic areas( in advance o# the e"a!ination and( throuh speci#iccase studies( te"ts( de,ates and research o# the candidates choice( prepareto de!onstrate understandin o# the conte!porar/ issue$ This understandin!ust co!,ine +no&lede o# at least t&o !edia and a rane o# te"ts(industries( audiences and de,ates( ,ut these are to ,e selected ,/ thecentre ? candidate$

The assess!ent o# the response &ill ,e eneric( allo&in #or the ,roadestpossi,le rane o# responses &ithin the topic area chosen$ >ach topic isacco!panied ,/ #our pro!pt 'uestions( and candidates !ust ,e prepared toans&er an e"a! 'uestion that relates to one or !ore o# these #our pro!pts$

There should ,e e!phasis on the historical( the conte!porar/ and the #uturein relation to the chosen topic( &ith !ost attention on the present$ Centres are

thus advised to ensure that stud/ !aterials #or this unit are up to date andrelevant$

Exam tip' a+t$ou1$ students )i++ $ave studied a ran1e of differenttextsmedia in c+ass t$e( )ou+d #e )e++-advised to consider t$eir o)nexperiences as media consumers in re+ation to t$e t$eoretica+perspectives out+ined2 In particu+ar= students ma( $ave va+ua#+eexperience as t$e consumer of computer 1ames and t$e users of socia+net)or9in1 t$at )ou+d #e extreme+( usefu+ if framed appropriate+(2

Revision tas9'

Ma+e a list o# #ive !edia te"ts &ith &hich /our are #a!iliar that have not ,eencovered in /our course that #it &ith the concept o# Post)!odern Media e$$#il!( T( internet( !usic( co!puter a!es( social net&or+in( advertisin( art(etc$

%6?@4


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$e Four Prompt ,uestions

$ @hat are the di##erent versions o# post)!odernis! 4historical period(st/le( theoretical approach8

2$ @hat are the aru!ents #or and aainst understandin so!e #or!s o#

!edia as post)!odern83$ 7o& do post)!odern !edia te"ts challene traditional te"t)reader

relations and the concept o# representation84. %n &hat &a/s do !edia audiences and industries operate di##erentl/ in

a post) !odern &orld8

$e four prompt questions do not appear in t$e exam #ut 1ive anindication of t$e )a( in )$ic$ questions )i++ #e p$rased and t$eoretica+perspectives covered2 In t$e proceedin1 section )e offer somesu11estions as to $o) students ma( ans)er t$ese questions2

Focusin1 on ,uestion %7$at are t$e different versions of post-modernism :$istorica+ period= st(+e=t$eoretica+ approac$;K

Definin1 postmodernism Post!odernis! can ,e de#ined as the co++apse ofdistinction #et)een t$e rea+ and simu+ated and the ,lurrin o# ,oundaries,et&een the ph/sical &orld and its sini#ication in societ/ and culture$

%n a si!plistic sense &e could arue that earl/ !ans use o# s!o+e sinals &as a#or! o# post)!odernis!$ The relationship ,et&een &hat is ,ein sini#ied and &hat isactuall/ !eant is in this sense ar#itrar( i$e$ onl/ understood ,ecause o# a co!!on

consensus on &hat s/!,ols !eans not ,ecause there is an/ connection to the #or!or pattern and !eanin$

%n a !ore conte!porar/ conte"t post)!odernis! can ,e seen in the &a/ in &hich!edia te"ts p+a( )it$ t$eir o)n status and conventions$ %n this sense( the/ac+no&lede the ar,itrar/ nature o# the !eanin that is ,ein co!!unicated$ Another +e/ convention is that o# intertextua+it(: the &a/ in &hich post)!odern te"tshave the tendenc/ to ,orro&( re)&or+ and parod/ the conventions o# other te"ts

@hile the ter! 9post)!odern tends to ,e used as an ad


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Revision as9 discuss t$e fo++o)in1 fi+ms and post (our ans)ers on(our #+o12

"ico+as 7indin1-Refn Drive :6.%%;7o& does @indin)Re#n pla/ &ith audience e"pectation o# cine!a and &hat!a+es a ood #il! in rive8To &hat e"tent does rive e!,od/ post)!odern ideas a,out the death o#narratives8

,uentin arantino Dan1o !nc$ained :6.%6;7o& does


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Focusin1 on question 6

7$at are t$e ar1uments for and a1ainst understandin1 some forms ofmedia as post- modernK

Ar1uments for

The principal aru!ent #or understandin !edia #or!s as post)!odern is thatthere is no pre) post!odern !o!ent in culture i$e$ all #or!s o# co!!unicationrel/ upon the suspension o# dis,elie# and havin #aith in !eanins that arear,itrar/$ This could ,e said to appl/ to earl/ #or!s o# speech or the cavepaintins created ,/ pri!itive !an$ Moreover( issues o# interte"tualit/ andparodic 'ualities o#ten dee!ed characteristic o# post)!odernis! has a placein >uropean culture in the #or! o# the carnival( &hich oes ,ac+ to the Middle Aes$

%# &e trace the develop!ent o# !odern !edia to the invention o# the telephoneand the proli#eration o# cine!a in the 2-th centur/ then it is eas/ to see the&a/ in &hich these technoloies #urther ,lurred the ,oundaries ,et&een &hatis real and &hat is si!ulated$ *o,od/ 'uestions the !eanin o# conversation,ecause it ta+es places on the telephone: its truth#ulness is ta+en #or ranted$Di+e&ise the representation o# societ/ and culture on the silver screen has#ra!ed and shaped the &a/ in &hich audiences thin+ a,out societ/ andculture$ %n ,oth instances the ever/da/ use o# !edia technoloies that ,lur the,oundaries ,et&een the real and the si!ulated co!pound the post)!oderne"perience$

@hile the earl/ part o# the 2-th Centur/ &as characterised ,/ sini#icantdevelop!ent in !edia technolo/( the accelerated speed &ith &hichin#or!ation technolo/ per!eated societ/ and culture in the @est in thesecond hal# o# the centur/ e!phasised this post)!odern sensi,ilit/$ %n additionto this( the advance o# consu!er culture and decline o# heav/ industr/throuhout this period has seen 0ritains ,eco!e a !ore post)!odernecono!/ in &hich &or+ers enae in creative and in#or!ation ,asede!plo/!ent$

The 2st Centur/ has( o# course( ,een characterised ,/ the proli#eration o# the

%nternet and the converence o# !edia technoloies on the PC( laptop andpoc+et co!puter$ Social net&or+in has #urther e!phasised the &a/ in &hichsociet/ is dislocated #ro! traditional eoraphic ,ound notions o# co!!unit/$

%n particular( the success o# &e, 2 has seen user enerated content do!inate!edia consu!ption( ,lurrin the ,oundaries #urther ,et&een !edia producersand consu!ers$


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Focusin1 on question 6

7$at are t$e ar1uments for and a1ainst understandin1 some forms ofmedia as post- modernK

Ar1uments a1ainst

Man/ o# the aru!ents aainst understandin !edia #or!s as post)!odernrun parallel to those aru!ents that support that vie&point$ %ndeed( the ver/notion that there is no pre)post!odern !o!ent in culture 4i$e$ all #or!s o#co!!unication rel/ upon the suspension o# dis,elie# and havin #aith in!eanins that are ar,itrar/ suests that post)!odernis! is an inaccurateter!$ %n this respect( it could ,e arued that those inter)te"tual and parodic'ualities that are seen as de#initional o# the post)!odern te"t &ould ,e ,etterserved ,/ the pre)>nlihten!ent ter! 9carnivales'ue$

0e#ore &e can discount the possi,ilit/ that a te"t !iht ,e considered post)!odern( ho&ever( it is necessar/ to understand a little ,it !ore a,out &herethe ter! co!es #ro!$ %n this direction the histor/ o# Art is use#ul startin point$%n this sense( &hen &e re#er to post)!odernis! &e are 'uite literall/ re#errinto &or+ that ca!e a#ter Modernis!$ Modernis! in Art is t/pi#ied ,/ thepaintins o# Mondriane or Picasso( &hose &or+s e"peri!ented &ith #or! andstructure$ Unli+e the precedin Ro!antic era( Modernis! &as not concerned&ith authentic e!otional e"pression ,ut rather e"peri!entation and innovationin ter!s o# #or!$ One o# the aru!ents aainst understandin a !edia te"tsas post)!odern is that it !ore accuratel/ #its &ithin de#initions o# Ro!antic or

Modernist cultural #or!s$

@hile conte!porar/ !edia te"ts !a/ &ell e!,od/ post)!odern culturalpractice ,/ dint o# their reliance upon diital technolo/( in !an/ instancesthe/ e"plicitl/ e!,od/ ver/ di##erent aesthetic rationales$ The !usic o# anMorrison( #or e"a!ple( !a/ &ell ,e a post)!odern product ,ut at te"t level it isver/ ro!antic in its pro


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Post-modernism and Popu+ar Music

Arua,l/ there is no pre)post)!odern !o!ent in popular !usic$ Records areo#ten considered the ulti!ate e"a!ple o# the si!ulacru! 4copies &ithoutoriinal ,ecause the/ tend not to ,e recordins o# an actual per#or!ance ,ut

a co!position co!posed o# !ulti)trac+s recorded and !i"ed in the studio$

That said( popular !usic operates &ithin ,oth ro!antic and !odernistaesthetic rationalesE in addition to this( so!e popular !usic is e"plicitl/ post)!odern$ Arua,l/ the !ost i!portant per#or!ers si!ultaneousl/ e!,od/ allthree aesthetic sensi,ilities$ Bor e"a!ple( the Se" Pistols &ere representedthe political alienation o# the &or+in class 4ro!anticist( challened e"istin!usical structure 4!odernist and pla/ed &ith their o&n status as per#or!ers4post)!odernist$ Usin the rid ,elo& consider &here /ou &ould put so!e o#the ,ands or artists &ith &ho! /ou are #a!iliar$ To help /ou each ,loc+contains so!e suestions$

Aesthetic #or!

Popular Music Per#or!er

Romanticism>"pression o# sel#( truth to !aterials( Artist vision( A&e and &onder o# nature

>!otion as aesthetic e"perience( Relevation o# #ol+art( Terror and the su,li!e

an Morrison( Mu!#ord and Sons( Radiohead( Artic Mon+e/s( Foni Mitchell(>ric Clapton( 0o, Marle/

Modernist>"peri!entation &ith #or!( %nnovation( Technical advance!ent( Avant)arde

Challenin %ron/( sarcas! o,li'ueness( Sel#)conscious( Mini!alist

0rian >no( ra#t&er+( Philip Glass( Mo,/( a#t Pun+( Che!ical 0rothers

Post-modernCollapse o# distinction ,et&een real and si!ulated$ *ot necessaril/ !ade ,/artist$ Pla/s &ith status o# art&or+ as art$ Pla/s &ith status o# artist$

>!,races consu!er culture$ >!,races popular culture$ %s o#ten a polishedproduct$

Madonna( iHH/ Rascal( Dad/ Ga Ga( avid 0o&ie( Michael Fac+son

as9

Se+ect t$ree Music videos and exp+ain )$( t$e( can #e descri#ed asPostmodern2


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Focusin1 on question ?

"a!ples o# this include interte"tualit/( iron/( parod/ andpastiche$

%nterte"tualit/ is a +e/ #eature o# post)!odern te"t?reader relations$ %t supposes aderee o# prior +no&lede on the part o# the audience i$e$ that the/ &ill have readcertain ,oo+( seen certain pla/s or &atched certain #il!s ,e#ore the/ encounterthe ne& te"t$ F$M CoetHees novel Boe 4IJK( #or e"a!ple( re&or+s ele!ents o#aniel e#oe Ro,ison Crusoe 4LI$ 0/ the sa!e to+en ,oth Mi+e M/ers@a/nes @orld 4II2 and The Si!pson have ,orro&ed the endin o# Mi+e*icholls IKL #il! The Graduate$ %nterte"tualit/ dra&s upon ele!entd o# &hat0ourdieu &ould de#ine as 9cultural capital: the +no&lede individuals ac'uirethrouh their in#or!al and #or!al education$

O# course( one o# the +e/ &a/s in &hich post)!odern !edia te"ts utilise the prior+no&lede o# the audience is in the #or! o# parod/$ Bil!s li+e Scar/ Movie 42---and Airplane 4IJ- sel#)conscious pla/ &ith the audiences #a!iliarit/ &ith aspeci#ic enre: horror and disaster in the case o# these t&o #il!s$ Parod/ is( in thissense( as Brederic Fa!eson suests( ver/ di##erent to pastiche$ @hile parod/tends is tonue in chee+( +no&in and ironic( pastiche copies &ithout necessaril/ac+no&ledin that there is an oriinal te"t &ith &hich the audience !iht ,e

#a!iliar$ The cover version in popular !usic is an e"cellent e"a!ple o# this(particularl/ &hen the ne& version re!ains #aith#ul to the oriinal$ 7o!ae is inthis sense slihtl/ di##erent: this tends to ,e version o# te"t that is #aith#ul to theoriinal out o# respect and reverence$

%n addition to this( &e, 2 and the a##orda,ilit/ o# creative technoloies is ,lurrinthe traditional ,oundaries ,et&een the producer and consu!er o# a te"t$ @hileactive audiences !a/ have once enaed in ironic or oppositional readins o#te"ts that challened pre#erred !eanin( that sa!e audience can no& enae ,/producin their o&n versions o# the te"t( ,e that in the #or! o# a re!i"( !ash)up(6ouTu,e spoo# or tri,ute$ %n short( post)!odern te"ts ,lur the ,oundaries

,et&een the producer and the consu!er o# the te"t$


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Issues of Representation

One o# the ,i pro,le!s in deconstructin post)!odern te"ts is the issue o#representation and the notion that the &a/ in &hich individuals arerepresented is politicall/ loaded$ %n particular( the ironic sensi,ilit/ o# post)

!odern te"ts so!eti!es under!ines traditionall/ serious issues o# ae( race(class( national identit/( a,ilit/ and disa,ilit/$ And( in this sense the post)!odern te"t can de#/ scrutin/$

Conte"t is perhaps ever/thin$ Bor e"a!ple( &hile i# !iht ,e accepta,le #or a,lac+ A#rican A!erican to use the ter! nier( the sa!e ter! &ould ,edee!ed pro,le!atic i# used in another conte"t$ Co!ed/ is perhaps(unsurprisinl/( the area in &hich post)!odern te"ts push the vanuard o# theenre$ The 00C television sitco! Goodness Gracious Me is a ood e"a!pleo# a te"t that &al+s this #ine line in its ironic criti'ue o# 0ritish %ndianco!!unit/$ Ta+en out o# conte"t( its hu!our could see! racistE ho&ever( this

&ould ,e to !iss the point that the sho& is produced ,/ second eneration0ritish %ndians &ho are in #act po+in #un at their o&n co!!unit/ and usinhu!our to neutralise cultural pre


16/19

$eoretica+ perspectives

A+t$ou1$ t$e mar9-sc$eme does not re)ard students )$o name dropt$eorists out of context it is impossi#+e to fu++( understand post-moderncu+tura+ t$eor( )it$out addressin1 some of t$e semina+ fi1ures2

Ferdinand de Saussure - $e Si1nifier and t$e Si1nifiedSaussure arues that all sins are dou,le entities !ade up o# the sini#ier andthe sini#ied$ The sini#ier is the linuistic codin o# a concrete o,


17/19

Focusin1 on question @

In )$at )a(s do media audiences and industries operate different+( in apost-modern )or+dK

Ans&erin this 'uestion re'uires a clear understandin o# the distinction,et&een the use o# the ter! post)!odern as an ad


18/19

Perhaps the +e/ &a/ in &hich the relationship ,et&een audiences and theindustr/ has chaned the !ost over past #i#teen /ears is &ith the dereulationo# ,roadcast !edia at the end o# the II-s and the proli#eration o# the%nternet$ This has seen a shi#t a&a/ #ro! ,roadcastin to a &ide de!oraphicand a !ove to&ards narro& castin #or a de#ined co!!unit/ o# consu!ers$ %n

particular( the success o# niche !ar+et products li+e the 0AU>R !aaHinetitle erran( #or e"a!ple( can ,e attri,uted to the co!ple" relationship,et&een !edia consu!ption and the construction o# personal identit/$ As ic+7e,die pointed out in the IL-s( su,cultural roupins are central to the,ehaviour o# !edia consu!ers$

Arua,l/ one o# the !ost interestin develop!ents in the past #ive /ears has,een the success o# user) enerated( &e,)2 content on the %nternet$ >versince the Artic Mon+e/s ,ro+e into the !ainstrea! on the ,ac+ o# M/Space(sites li+e 6ouTu,e and Bace,oo+ have challened the traditional relationship,et&een consu!ers and the industr/$ %n particular( audiences have ,eco!e!ore creative( &hether that is in uploadin photos to Bace,oo+ or postinho!e videos on 6ouTu,e$ %ncreasinl/( it &ould see! &e are !a+in are o&nentertain!ent( ,lurrin the ,oundaries ,et&een traditional consu!ers andproducers o# !edia te"t and co!pounded also ,/ the a##orda,ilit/ o# !ediatechnolo/$ %# one thin has re!ained consistent throuhout the evolution o#post)!odern societ/ then that thin is our narcissistic #ascination &ithourselves$ Bro! consu!er oods to Bace,oo+ pro#ile pictures( it &ould see!that ever/,od/ in a post)!odern societ/ is #i"ated the re#le"ive construction o# co!!oditised and o,


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Post-modernism and Consumer Cu+ture

ean &audri++ard

A2 Media Studies - Postmodern Media Revision Booklet

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