Post Modernism

Post Modernism describes anything that looks culturally avant-garde in a old school way. A definition of what post modernism is - a style and concept in the arts characterised by a distrust of theories and ideologies and by the drawing of attention to conventions. 

The genres go in cycles=

1) EXPERIMENTAL ------ 2) POST-MODERN ------ 3) CANNON 

• if the experimental stage of genre attempts to establish trends
• the cannon stage works within those trends to fix them into our cultural understanding
• poster modernism look at those trends and adds something new in
• This creates a new experimental stage 

THE MUSIC VIDEO

A music video is  post modern stage of the evolution of cinema =

1) SHORT SILENT FILMS ----- 2) FULL LENGTH TALKIES FILMS ------ 3) MUSIC VIDEOS

Post modernism =

•  becomes the 'new' by referring to the 'old'
• invents by copying
• humorous/terrifying
• can be created by anyone - democratic

INTERTEXTUALITY
John Stuart described a music video as, 'incorporating,raiding and reconstruction'.

• It is using something that is familiar to the audience/viewer which could generate nostalgic associations and new meanings
• Music videos are the most known for intertextuality than any other media form

Examples in Music Videos =

Robert Palmer's music video(left) for his song, Addicted to Love (1986) has been parodied several times for its use of females to be seen as a band who like mannequins alongside Palmer himself.
It was copied by Shania Twain (below) for her music video, Man i feel like a Woman (1999). 

Another example of intertextuality in a music video is in, Gentlemen prefer Blondes (1953) and it was copied in 1985 in Madonna's, Material Girl.