These ideas are difficult to get our head around but once we understand postmodern references it gives us a much deeper understanding of how media products are constructed and consumed - particularly in the digital age.
Ghost Town and Postmodernism
The hybrid mix of references and music video forms – an experimental combination of narrative (the journey), performance and concept – means that the video can be read through a postmodern approach with reference to intertextuality and hybridity.
We can see examples of bricolage and pastiche – a merging of British film genres such as social realism and hammer horror in order to create something new (as music videos were in 1981). The lighting, colour and camerawork also create intertextual references to these film genres. Arguably, the narrative offers an example of bricolage - a postmodern take on the 'road movie' but with no destination or quest to complete (which is perhaps why the video ends with them aimlessly throwing stones into the River Thames).
Finally, it could be argued that the combination of an arthouse film-style with a popular genre of music (the song reached #1 in the British chart) provides an example of Strinati’s definition of postmodernism as a blurring of art and popular culture.
We can see examples of bricolage and pastiche – a merging of British film genres such as social realism and hammer horror in order to create something new (as music videos were in 1981). The lighting, colour and camerawork also create intertextual references to these film genres. Arguably, the narrative offers an example of bricolage - a postmodern take on the 'road movie' but with no destination or quest to complete (which is perhaps why the video ends with them aimlessly throwing stones into the River Thames).
Finally, it could be argued that the combination of an arthouse film-style with a popular genre of music (the song reached #1 in the British chart) provides an example of Strinati’s definition of postmodernism as a blurring of art and popular culture.
Old Town Road and Postmodernism
Audience theorist Henry Jenkins coined the term textual poaching for sampling or re-editing existing texts – a classic postmodern signifier. The original song was created from a riff Lil Nas X bought for $30 from someone he saw on YouTube. It became famous from Tiktok memes and the ‘Official Movie’ contains many elements designed to be shared separately or imitated online.
The video also taps into celebrity culture. As well as featuring country music legend Billy Ray Cyrus and superstar Chris Rock, the video also stars various names from the music industry such as Diplo, Vince Staples and Rico Nasty. This creates intertextuality and further encourages rewatching and sharing.
Yeehaw movement, bricolage and pastiche
The initial release of the song attached itself to the then emerging Yeehaw movement that was reclaiming the cowboy aesthetic for Black fashion and culture. This could be viewed as a combination of bricolage and pastiche.
Lil Nas X also used footage from the popular Western-genre videogame Red Dead Redemption in promoting the song on TikTok and other social media platforms. The song became a meme on TikTok with viral videos and Yeehaw challenges. The controversy about whether it was a country song then kicked off further debate regarding hybrid genres and what makes something ‘country’.
Playing with reality
Finally, Old Town Road plays with our understanding of reality. With the text on screen announcing ‘Old Town Road 2019’ there is the suggestion it is now based in the present. But is the video offering a genuine representation of modern-day reality or a comment on the lack of racial equality and harmony in American society?
Postmodernism in music video: Blog tasks
Media Magazine Theory Drop - Postmodernism
Create a new blog post called 'Postmodernism in music video: blog tasks'. Read ‘The Theory Drop: Postmodernism’ in MM66 (p26). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access. Answer the following questions:
1) How does the article define postmodernism in the first page of the article?
2) What did media theorist and Semiotician Roland Barthes suggest in his essay 'The Death of the Author'?
3) What is metatextuality?
4) What is the repeated phrase on the cartoon on postmodernism on page 28?
5) How does postmodernism link to media representations and reality?
Music video CSPs and postmodernism
Now apply postmodern ideas to our music video CSPs by answering the following questions:
Now apply postmodern ideas to our music video CSPs by answering the following questions:
1) How does the music video for Ghost Town incorporate elements of postmodernism?
2) What film genres are alluded to in the music video for Ghost Town? Which scenes in particular created these links?
3) How does Old Town Road use postmodern elements in its music video?
4) How does the Old Town Road music video reflect technological convergence and modern digital culture?
5) What do YOU think Lil Nas X was trying to say about reality and American culture in the music video for Old Town Road?
A/A* extension reading: Medium article
Read this Medium article on the Postmodern Pop Artist. Do any of the ideas in this article apply to Old Town Road or Ghost Town? How?
Read this Medium article on the Postmodern Pop Artist. Do any of the ideas in this article apply to Old Town Road or Ghost Town? How?
Due date on Google Classroom
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