To what extend do postmodern text challenge...

Mock Essay structure: "To what extent does a postmodern text of your choice
CHALLENGE existing forms and conventions of traditional media?"
"To what extent does a postmodern text of your choice CHALLENGE
existing forms and conventions of traditional media?"
Postmodernism is a reaction to modernism and challenges the traditional
viewing of the modernist era. Postmodernism can be defined as the collapse
of distinction between the real, the simulated and the blurring of boundaries
between texts. It is a culture of choice, there is no fixed morality and media
texts are now being exhausted from being recycled (Jameson) and tiered of
not getting anywhere. The aim of postmodernism is to challenge modernism
and make sense of the world of today and what aspects have changed in our
media world due to the media saturation we are all exposed to each day.
In this essay, I will be talking about the Gorillaz, X-factor and The Only Way Is
Essex and how they can be argued to be postmodern or not.
Why do you consider them (Gorillaz, X-Factor, TOWIE) to be
postmodern?
Which 'forms and style conventions' of Traditional Media do they
challenge?
To what extent do you agree and disagree they do challenge?
Gorillaz are a late 90s / early 2000 music group who have a fairly different
approach to music and image identity. The gorillaz have an eclectic style in
terms of their music and image as has a varied mix of music genres such as
rock, reggae, hip-hop, R&B and electronica. Traditionally, in the modernist
era, there wouldnt be such a variation or mixture of music genres like this and
would only have the one style of genre for media texts, which is why gorillaz
challenge this particular aspect of modernism as they have a bricolage of
different music styles to appeal to a wider audience and ensure their music is
alot more unique and varied.
The main aspect to Gorillaz outstanding identity is the virtual identities that
have been constructed for the bands media image, ith individually constructed
characters with their own separate/unique identities and personalities known
as '2D', 'Noodle', 'Murdoc' and 'Russel'. The reason for this particular
approach to the bands media image is due to the aim proposed by Damon
Albarn to go against the traditional modernist aim of presenting the music
artist/band identity and to not be all about the image and identity, but more so
about the music style, 'Style over substance'. Albarn wanted to hide the real
bands image behind these simulated characters of the band so that the
audience would focus more on the music rather than the band image.
However, I would say this statement is pretty contradictory because even
though they were able to hide away the real band image pretty successfully,
the cartoon characters still became a huge focus of the image identity, and it
can be argued that the main focus of the band was this stylistic approach.This
particular postmodern aspect is known as simulation/simulacra and
hyperreality, originally proposed by Baudrillard. The development of
technology and the advancement of media saturation has led to a world to be
more 'hyperreal' and 'simulated' than ever and have led towards postmodern

music artists such as the gorillaz! Against modernist traditional views of
displaying the band as they are in their own image and playing their own
music, Gorrilaz does the total opposite of the real band hiding behind these
constructed, visual and hyperreal identies!
X-factor has become a particularly successful singing competion show in the
United Kindom and the US, reaching a peak of 20 million viewers. It's aim is
to search for a 'new star' which anyone from the public can audition for.
The X-factor can be argued to be postmodern for it's large 'active audience',
the show allows the public to vote in for their favourite acts and this then
enables the audience to be in 'control' or decide who goes through to the final.
The active audience means that there is a new generation of 'pro-sumers'
which means that people are now becoming the producers / inputting into
media texts whilst consuming media texts also. Traditionally in the modernist
era, the audience would be more passive and wouldn't have the same
opportunity as today, where everything has become alot more technologically
advancesd, such as ythe voting systems by home phone, text and online. This
particular aspects means that the X-factor can be argued for being
postmodern because the active audience and voting means that it challenges
the traditional modernist views of passive audiences.
Nowadays, people aren't as concerned with authenticity or what is considered
'the real' Baudrillard argued that 'media presents a simulation of the world that
is artifical and hyperreal'. The X-factor is packed full of hyperrealism, from the
autocues / words presented to contestants, how the contestants are shown
and said to be 'real' and 'authentic' people, presented on large screens on the
show, to the viewers at home and even the contestants are constructed and
presented to have a particular image and style. When watching the
programme, you begin to notice how people of the public who auditioned get
dragged up once they have shown potential, to be given a whole new
personality, identity and image to sell to the audience. With flashing lights,
confetti, spot lights, eye-catching costumes and back up singers/dancers it's
clear to see how the 'style over substance' begins to take over. It is hard for
an act or singer to become more successful and current without having and
keeping up a good image to keep the public and fans interested. Contestants
such as last years finalists 'Marcus Collins' and 'Little Mix' were all displayed
on the programme to 'progress' into music stars and given the identity's
suitable to them. Marcus Collins was given a late 1960s style, a nostalgia trip
back in time, and was performing on a real plane surrounded by dolly birds in
a pastiche of televisions Pan Am. Little Mix were given an image which are
basically the same as exisiting girls bands such as 'Girls Aloud' and 'All
Saints'. This can refer to postmodernist aspects such as 'Intertextuality'
(creating references from existing media) and 'Briolage'. Using existing media
texts/styles to make something new is used quite alot in postmodern society
and leads towards Jameson's argument that 'stylistic innovation is no longer
possible ... imitating dead styles' and similarly Derrida referred to the
'Deconstruction of media texts' and how they all seem to refer to something
else. These aspects can be highlighted from the X-factor as the programme
isn't innovative and it does just imitate and use dead styles, recycling! The
real doesnt matter anymore, and simulations of the real thing can satisfy most

people, such as the simulations from going to the live X-factor tours and
recording what is displayed on the large screens. The technological
enlargements of the small, but real representations of the person on stage!
Unlike the modernist era, it can be argued it was more about the music rather
than the image that was presented as they were more concerned about the
meaning , which is why this particular aspect of the x-factor is postmodern.
The Only Way is Essex is a constructed 'reality' television show based in
essex, showing 'real people' in certain situations'. It can be argued to be a
postmodern programme as it reflects the typical conventions highlighted by
postmodernism. The Only Way Is Essex (TOWIE) has aspects of
intertextuality and stereotyping which appeals to the audience as it creates
strong references to the 'typical' Essex men and women, where the men
represent themselves as flash, arrogant and who try to be sexually prolific and
the women who are obsessed with beauty treatments, the celebrity lifestyle
and into men who are more 'style over substance'. The referencing to these
stereotypes means that it can enable the audience to have an understanding
of the text and therefore have an interest in it. Even the homosexual man in
the programme can give the viewer an instant assumption of who / what he is
as he follows the typical conventions/stereotype of a homosexual man,
including his accent, the way he dresses and his style.The intertextuality is a
postmodern style as it, unlike modernist texts, can allow as sense of humour,
understanding or relation to the audience. The interesting thing I find about
this product is that itself describing itself as a 'reality tv' show can be
somewhat misleading. The programme argues that it is a reality show that
replaces shows such as 'Big Brother' to show how people act, without the
same boundaries as Big Brother. It can be argued that this particular aspect of
the reality tv show does challenge modernist views as there wasn't a highly
constructed reality tv show like this, as in postmodern times people are more
interested in the insight into other people's exploited 'real' lives. TOWIE is a
constructed reality show, but with this it can be argued to be postmodern
because it is hard to distinguish this particular programme between the real
and the simulated. The simulations can include how those on the programme
have given themselves an image, more style over substance, by being into
unauthetic tanning (fake tan), dressing themselves up with lots of makeup and
accessories. I believe this doesn't represent reality and supports the
postmodern aspect of 'hyperreality' and instead over emphasises on the small
population who do dress or act like this. People at home may be misguided to
see that this isn't reality but a simulation and hyperreality of what is
represented on this show.
As well as being hyperreal, intertextual and simulated, the programme is
extremely exploitative to women and in this programme they are displayed
more as sex objects rather than what is considered a 'real' women in
modernist times. Metanarrative such as the feminism ideology can react to
this particular programme as it doesn't represent traditionally how women
should be or presented!
How are these texts not postmodern? HELP.
Gorillaz not postmodern? - passive audience? still following traditional

producer/consumer relationship?
Xfactor not postmodern? - genric conventions? genre inspired marketing?
TOWIE not postmodern? - passive audience?
Conclusion
To what extent does Gorillaz & Reality TV challenge traditional forms?
What aspects do you see as influential in developing Media Futures -
where is our Media Culture headed?
In summary to the Gorillaz, The Only Way Is Essex and X-Factor, they have
all been and still are pretty successful media products of the postmodernist
era. With aspects of hyperreality, intertextuality, simulacra and hybridity
highlighted within them all, it is clear to see that even though these may not
be the most deep and meaningful examples of media texts that you get
nowadays, it is clear to see that perhaps media texts with meaning don't
necessarily have to have meaning to be popular. Everyone seems to be more
encapsulated in the stylistic features and imagery that you see in the media
today, with more advancements on style, technology, CGI and special effects
but if a media product/text sells well, then who is to say whether it is a 'good'
or 'bad' show. Today it is about the popularity, the style of the programme and
the money it makes, rather than the traditional (modern) high culture taste.
Aspects of postmodernism have and will continue to make a profound affect
on shows being made today and in the future.
I think out media culture is headed towards more programmes like this where
aspects of the audience being an active audience and having their own virtual
identities, like avatars or 'Mii's' where viewers will be able to collect their own
social networking such as twitter and facebook, where the avatar can speak
for you and put across your prefernces, likes and opinion (holding your own
personality) - A simulation and hyperreal state of that person. Other aspects I
believe it would have in relation of postmodernism would include posting up
own auditions, discussions and opinions via the social networking sites
facebook and youtube aswell as on TV (active audience/prosumers) People
can vote on others work or talent using technology/internet and being the
prosumer! I can see technology such as web cameras being used alot more in
the future where people can be on live tv regularly in the comfort of your own
home! Shows are likely to be alot more media saturated in the future.

Post modernity has drastically twisted and distorted the pre existing forms and
conventions set my modernism and the belief in progress. We as post modern
children no longer have faith in reality but only in simulated images thrown a
pon us by media saturation. The Gorillaz challenge the forms and conventions
are an act whom has twisted and changed the conventions of modernist
media in so many ways from them being completely simulated and appealing
to the visual culture to productizing themselves so they belong in the
advanced capitalized society we live in. I can pick up on modernist messages
that the Gorillaz are trying to send to the audience as Albarn is trying to throw
back the visual culture and reject it. The Only Way Is Essex (TOWIE) is a
‘reality’ show following a stereotypical group of adults this in itself this
rejecting the forms and conventions set down my traditional media as
celebrity culture and fame for fames sake is aspect produced by media
saturation. I believe that TOWIE does twist and convert the forms and
conventions set down by traditional media as its portrayed as being a reality
show and showing the real life situations of the essex community. This isn’t
true as the events that happen on the show are produced and simulated this
ties in with Baudrillards theory of simulacra and hyper-reality.
The Gorillaz are a great example of simulacra as they are a completely 2D ‘no
pun intended‘ act there is no substance to them but only visual and this is
relevant in todays society as Foucault proposes about the notions of looking
and the panopticon and how we are visual culture who are obsessed with how
texts look rather than what they actually do. The Gorillaz definitely bend these
representation forms as modernist acts would traditionally be real instead of
images on a screen. But in this age of post modernity where everything is
visual and hyper real consumers will only accept something that is completely
perfect as they are aware its all manufactured, the Gorillaz have created a
flawed band in an attempt to send a message to the audience that image
doesn’t matter instead it should be all about the music and this is a very
traditional view. This means they are trying to send out a modernist opinion in
a post modern way through the visual culture. The Gorillaz also bend
conventions when it comes to hybridity and the different genres that they play,
modernism encourages structure this is what genres are about putting music
into categories so that they can be separated. Post modernism completely
rips this apart and blends it all together as the Gorillaz don’t play one specific
genre of music they blend hip hop with classic music there sound is constantly
changing. This can be backed up by Jameson’s theories of cultural recycling
as he believes that we can’t create anything new anymore this is what the
Gorillaz have done with there music they have recycled different genres and
mashed them all together in a bricolage fashion and have created something
new from this. This bends traditional acts as they would strive to create
something original. Intertextuality is also a post modern element that the
Gorillaz employ and you can see them referencing other kinds of media texts
in there act as Jamie Hewlitt the artist takes great inspiration from anime and
you can references to this in there art. This is another post modern element
as modernist have faith in originality. Since we are in this age of post
modernity where everything is about what sells and the only things that are
popular create the most money the Gorillaz have very much gone along with
this post modernist convention because by having a simulated band they

could turn them into products much easier than if they where real. Once you
buy into the Gorillaz you are not only buying into there music but into there
entire act as they sell art, merchandise and on top of this there music. The
Gorillaz don’t only bend the conventions set my modernism but they also take
them up themselves. A way they aren’t post modern is the relationship
between the audience and producer the Gorillaz have a passive audience this
means that the audience don’t participate in act. Post modernity says that the
audience should be active in the media text and they should be allowed to
predict the future of it but the Gorillaz have a very modernist take on this. The
Gorillaz are very much a post modern act as they throw back many
conventions and forms that modernism has set but the main meaning behind
the band that image isn’t important and this in itself is a very modernist
ideology.
TOWIE is a simulated reality show which in itself is post modern as it adds in
the element of simulacra due to the fact that all the conversations that the
characters have been produced and scripted so that the production team
know the outcome. This bends the convention of modernist media as the
producer can now heighten the sense of reality so that it makes there lives
seem more dramatic. Baudrillard theories of simulacra can be applied to
TOWIE as he says that the consumer no longer wants reality anymore so we
create these simulations that are hyper real and this is exactly what the
producers have done in TOWIE as they have created characters who look
perfect 100% of the time and are always wearing fashionable clothes. They
have also used hyper reality and simulation to hyper sexualise the characters
that are in the show objectifying them and turning them into products that the
consumers can look up at. The visual culture is a massive part of reality TV as
without voyeurism and one of the main that it bends conventions and forms
away from traditional media. Foucault states about the voyeurism and the fact
that we are visual culture who are always watching or who are always being
watched and this is almost the definition of reality television as the shows
such as Big Brother and TOWIE allow the consumers to watch in at subjects
whenever they chose. This bends traditional media as this is very much a
postmodern ideology modernist subjects wouldn’t care only care about the
visuals but also about the substance behind it. This is what TOWIE is there is
only style to it there is no substance to the show at all. Another way
postmodernism bends the conventions of traditional media is by rejecting
grand narratives and this can be seen in TOWIE as none are represented in it
all they have are vacuous narratives are empty and have no great meaning
behind them. Postmodernism also twists the way that the audience watch
media. The audience that watch such shows as TOWIE watch them with an
ironic view because the audience know there empty and don’t contain any
meaning but this the exact reason why we watch them. This changes
modernist audiences as they would watch shows because of the meanings
behind them.
Postmodernism has drastically changed the way we look and think about
traditional media and it has also changed the dynamics of the media
environment. The question is will postmodernism texts completely take over in
the near future and all we will left with are simulated reality shows that are

broadcasted across user generated sites such as YouTube. Both of the texts
are great examples of how postmodern media bends and twists away from
the more traditional forms and conventions of media. I believe that some of
these modernist forms and conventions are stuck in the media and the our
ideology and we will never be able to get rid of these as consumers want to
have faith instead of being cynical about everything, they want to be able to
believe in a better future. I don’t think that we will ever be able to get rid of
these forms and conventions set by traditional media but only twist them so
that they appear new just like Jameson’s theory of culture recycling.

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