We frequently hear it said that ‘we are living in a postmodern world.’ Are we? How do we know? And how is postmodernism as a theoretical perspective applicable to Media Studies?
Where do we start? How about some definitions? George Ritzer (1996) suggested that postmodernism usually refers to a cultural movement – postmodernist cultural products such as architecture, art, music, films, TV, adverts etc.
Ritzer also suggested that postmodern culture is signified by the following:
• The breakdown of the distinction between high culture and mass culture. Think: drama about Dame Margot Fonteyn, a famous prima ballerina, on BBC4.
• The breakdown of barriers between genres and styles. Think: Shaun of the Dead a rom-com-zom.
• Mixing up of time, space and narrative. Think Pulp Fiction or The Mighty Boosh.
• Emphasis on style rather than content. Think: Girls Aloud.
• The blurring of the distinction between representation and reality. Think, Katie Price or Celebrity Big Brother.
The French theorist Baudrillard argues that contemporary society increasingly reflects the media; that the surface image becomes increasingly difficult to distinguish from the reality. Think about all the times you have heard an actor on a soap-opera say, that when they are out and about, people refer to them by their character’s name. Look at The Sun’s website and search stories on Nicholas Hoult when he was in Skins: he is predominantly written about as though he is ‘Tony’, his character in Skins.
Key terms
Among all the theoretical writing on postmodernism (and you might like to look up George Ritzer, Jean Baudrillard, Jean-Francois Lyotard, Frederic Jameson and Dominic Strinati), there are a few key terms that you’ll find it useful to know. These terms can form the basis of analysis when looking at a text from a postmodern perspective:
• intertextuality – one media text referring to another
• parody – mocking something in an original way
• pastiche – a stylistic mask, a form of self-conscious imitation
• homage – imitation from a respectful standpoint
• bricolage – mixing up and using different genres and styles
• simulacra – simulations or copies that are replacing ‘real’ artefacts
• hyperreality – a situation where images cease to be rooted in reality
• fragmentation – used frequently to describe most aspects of society, often in relation to identity
This article first appeared in MediaMagazine 32, April 2010.
