Why are music videos Postmodern?
Break boundaries:
- avant garde 'out there' vs. fine arts/tradition
- mix high and low culture
- combination of media e.g. catwalk, movie, commercial
Hyper-realism - Baudrillard:
- not realistic in time, space, chronology
- abandnement of grand narrative structures in their non-realist formation
Intertextuality:
- musically
- pop culturally
- employ a great deal of other texts
Pastiche:
- blur historical analogy
- gets inspiration from past events
A-moral:
- no sense of morality
- anything goes
- no ground rules
"Music videos create a schizophrenic abandonment of rational, liberal discourse which created a nihilistic, amoral universe of representation" - Andrew Goodwin
Nihilistic - no belief in anything
Music videos are the ultimate trait in consumerism - trying to sell the artist
- Fragmentation of identity - identity is surfaced; look is identity.
- Flow of different signifiers to challenge meaning. Symbols with no meaning. "Image culture, impsition of information, hyper-real simulation"
- Women's bodies: -exploitation; sexual freedom; representation of race (e.g. black people - guns, wealth, money)
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