A late 20th-century style and concept in the arts, architecture, and criticism that represents a departure from modernism and has at its heart a general distrust of grand theories and ideologies as well as a problematical relationship with any notion of “art. Post-modernism simply means a time after modernism. It can be looked at differently from a number of different viewpoints, obviously Philosophy reviews it differently to History, and again with Media. But there is a certain someone who goes by the name of Strinati, a theorist who gave a structured approach to looking at post-modernism, and identified FIVE ways to define post-modernism within culture and media texts. Intertextuality:
One Media text referring to another
An example of Intertextuality in a music video is 'You Know Me' by Robbie Williams where the video features the artist being taken to an 'Alice in Wonderland' style setting with Robbie William's dressed up as the rabbit from the film. This creates intertextuality between the film and the music video.
Also at the end of the video there is a shot of the artist in the Metro-Goldwyn - Mayer trademark Lion replaced with the rabbit character.
Parody:
Mocking something in a particular way
'Vindaloo' by Fat Les is a direct parody of the music video Bittersweet Symphony by The Verve. It is a story of one man versus the world as he walks down the street not caring and everyone seems to avoid him or hate upon his ways, the Fat Les version however includes added characters whom interact differently in mocking this main character whom was previously ignored. He is instead directly mocked in the video and isn't given respect which is a flip of the original intention of the character.
Bittersweet Symphony
Vindaloo
Homage:
Imitation from a respectful standpoint
An example of a homage music video is Lone Wolf 'Keep your eyes on the road' this music video is a homage to the music video for Pete Gabriel's Sledgehammer. Here are the two music videos. It is clear that this is a homage as the music video for Lone Wolf uses similar themes, such as the stop motion animation, to that of Sledgehammer but also brings in different themes into the video but in the same style as sledgehammer. This is what shows the video to be a homage and not a parody. The fact that the music video doesn't make fun of the original video it uses the themes and adapts them to make the music video.
Sledgehammer
Keep Your Eyes on the Road
Pastiche:
An artistic work in a style that imitates that of another work, artist or parody.
'Californication' by Red Hot Chilli Peppers is a great example of Pastiche, imitating the style of a video game such as GTA and the music video carries this through the whole song as though the band members are characters of a game and are trying to reach a goal; it doesn't relate as much to the lyrics of the song yet has incorporated moments where both song and video join as one. With the top left being a constant live performance of the band members there is this connection to the rock genre they are meant to conform too.
Bricolage:
Mixing up and using different genres and styles.
The most strongest example of bricolage I found in music videos was Vanilla Ice's 'Ice Ice Baby' created as an adaptation of Queen's 'Under Pressure' Where both the tune and style of the music however one has been created as a rock song being Queen and then the other has altered the idea to be a version of rap style music with a mix of other genre's creating this bricolage.
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