2. Applying postmodernism to
Narrative
To begin our radio advert the audience hears diegetic sounds
of workshop machinery. Followed by quotes from the
documentary expanding on the subject of creativity. Next
there is a narration who reads out the tagline before further
quotes all focusing on creativity. As there is no focus on
the title of the production until the end where all the
institutional information is read out it builds up an enigma
which an active audience will be keen to solve. It raises
questions; “What is creativity?” and “How does it effect
me?”. This is an example of a postmodern narrative. There
is no clear equilibrium or disequilibrium and it is somewhat
fragmented. This is echoed in our production as there is
no clear definition of creativity
3. Achieving postmodernism through
ideologies
Typically postmodern texts complicate notions of ideologies and
challenge a simplistic binary opposition. For example an evil character
may convey positive emotion or uphold insecurities causing the
audiences to become sympathetic towards them. So basically a post
modern text will subvert conventions of a mass market approach.
Focusing on creativity as a whole subject allowed us to combine all
aspects of creativity leading the coming together of stereotypical binary
oppositions. At the start of the radio advert there is a montage of clips
from machinery in a typical workshop, connoting design and
manufacturing. This hands on “building” approach to creativity is
typical of a masculine working class. However later on in the clip there
is a quote from a female recreational artist, “Judith- Anne Lawrence”
talking about the power of drawing. Drawing is the most traditional
method of creativity and typically associated with the female upper
class. This is where the postmodernism can be applied as the typical
binary opposition of the upper class Vs the lower class is subverted
leading to the ideology that creativity is different to everyone yet it is
something we al have in common.
4. Achieving postmodernism
through representation
We challenge conventional representations through the
use of our hip hop soundtrack. We juxtaposed this urban
trope, typically associated with low income and low
skilled younger people with the dialogue of the highly
skilled ‘creators’ of the upper class creating a bricolage
of representation which in turn defies stereotypical
representations thus proving everything/one can work as
a whole and typical representations can act as a barrier
to avoid this.
5. Targeting a Postmodern
audience
We target a postmodern audience through the ideology that
creativity is different to everyone. By interviewing a wide
range of creative people an active audience can get feel for
all aspects of the subject and are encouraged to have a
personal response after the conclusion that creativity
cannot be defined.
Furthermore we uphold an intellectual engagement causing
the audience to be skeptical about creativity and question
how it affects their lives.
