The document discusses several key concepts in postmodern theory as it relates to culture and media. It outlines how postmodern theorists see a breakdown of distinctions between culture and society, time and space, and high art and pop culture. Key theorists mentioned include Baudrillard and his ideas about hyperreality and simulacra, Jameson's concept of historical deafness and cultural depthlessness, and Lyotard's decline of meta-narratives. The document also discusses audience interpretation of media texts and semiotics.

1. Postmodern Theorists

2. Strinati Breakdown of distinction between culture and society (mediaization) – art’s purpose used to be to reflect reality; now we refer to media texts to portray reality Confusion of time and space – instantaneity of travel, communication and media; content can become incoherent due to speed and ease Decline of meta-narratives – universal ideas and ‘answers’ abandoned in favour of personal and individual ideas and opinion Style at the expense of substance and content – culture places value on appearances over function; cult of celebrity; advertising wins over product quality Breakdown of distinction between high art and pop culture – high art is no longer just for the elite but is being combined with pop culture to appeal to the masses;bricolage

3. Baudrillard Hyper-reality The copy (or media representation of the original) is more real than the original and this fake is more readily accepted by society Simulacrum (sg), simulacra (pl) These media representations are simulacra of reality – a copy of an idea or concept that is more successful than the original Within culture meaning is lost and all that is left is the surface representation.

4. Jameson Historical deafness As mediaization increases so culture finds itself losing a sense of historical context – we live in the ‘now’; instantaneity Cultural depthlessness Meaning is lost and all that is left is surface representation

5. Lyotard Decline of meta-narratives (or grand narratives) There is no single truth, there are multiple truths Interpretation of meaning lies with the audience; not inherent in text or dictated by the author This makes a postmodern society less stable than a modern society because meta-narratives are challenged and there is no single unifying truth; fragmented society.

6. Goodwin Music videos demonstrate genre characteristics (may be hybridised or subvert conventions) Relationship between lyrics and visuals (interpretation may rely on audience knowledge, experience and culture) Relationship between music and visuals Demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which occur across their work (cult of celebrity; self-reflexivity) Frequent reference to the notion of looking, particularly voyeuristic treatment of the female body (reflection of a postmodern society; style over substance, appearance over functionality, exterior valued over interior) Intertextual references

7. Hall Audience interpretation of media texts: Dominant reading ‘hegemonic’ Reader accepts and reproduces the preferred meaning of the texts Negotiated reading Reader broadly accepts the preferred reading but resists or modifies elements based on own experiences, interests or beliefs. Oppositional reading (‘counter-hegemonic’) Reader understands the preferred reading but rejects it

8. Barthes (Semiotics) Semiotics = the study of signs and symbols Interpretation of meaning lies with the audience and depends on the experiences, interests, beliefs and culture they bring with them; multiple meanings (POLYSEMIC). Signs (e.g. the word ‘cow’), signifiers (what the word refers to, i.e. an actual cow), signified (what the reader/audience understands / interprets from this word) Denotation (what it actually is) and connotation (the associated meaning the audience attaches to the object)

9. Texts! FOTC Extras 24HrPP Catfish DJ Shadow Gorillaz Reality TV – Body Shock, BB Twitter, Facebook, YouTube – social networking Gaming – WOW, Second Life, SIMS, online communities Internet memes – Lolcats Music Video – Beastie Boys, Lady Gaga Charlie Brooker – cynicism Affluenza Cult of the Celebrity