Post-Modernism and 'the other side'

Dick Hebdige (1986), argues that the definition of post-modernism within contemporary analysis is becoming more distorted. The 'blurring' of the term, he suggests is used without limitation to add commercial value to the arts, which he describes as being on the brink of “commodity fetishism”.

This fascination with the labelling and packaging of products with cultural signifiers, according to Hebdige, centres on profitability and the marketing and promotion of artefacts that are directly targeted at a specific audience.

In “Staking out the Posts”, he looks at how artistic expression within art has been reinterpreted for the present conceptualisation of the art movement. He goes on to explain the significance of particular theories that have resonated by intellectual thinkers of the time that are now becoming a part of contemporary cultural theory.

The critical evaluation from these intellectuals of the art movement of their time, have allowed the formation of new cultural movements to emerge. He also suggests that post-modernisms definition is expressed differently by various thinkers. Jean Francious Loytard (1986) attaches it to an architectural “trend” within modernity where spaces are defined by theoretical arguments of post-modern thinkers and the dissolutionment of any form of progression of humanity where selective processes within discourse controls artistic expression.

The selection of certain messages according to Hebdige over the omitting of others, the positioning, layout and rhetorical devices conveniently packaged for an automated distribution process, creates debate and questions this standardisation.

In 'Cultural Studies vs. Political Economy', he disagrees with Garnham's argument that culture exists purely as a marketing device to manipulate and control dominant messages in political economical terms. Instead, he acknowledges that the realationship 'between people, culture and power' is a complex one and cannot be easily explained by the political economic values that have been attached to it.

F.R. Leavis 'Sweetness and Light'

Exercise 1

For this exercise I had to identify a media text that offered "sweetness & light" and determine what values it communicated.

J.K. Rowlings, Harry Potter series of books offers a form of "sweetness & light". The way the books are written with continuity of the main protagonists, communicate a form of idealism that, to a certain extent, is apparent within adolescence.

There is a strengthening of cultural, social, and traditional values and norms and escapism, which is characteristic of most fiction aimed at children.

But it also appeals to adults. This is because the text relies on a formulaic method - friendship, good over evil, innocence and alienation, especially characteristic of a child or adult leaving the family to study, for example.


Exercise 2


For this exercise I had to choose a media text and write like F.R.Leavis. I also had to explain why it apeals to base emotions.

"I'm a Celebrity, Get Me Outta Here!", is a media text that deals with "base emotions". It is a standardised, typical template for reality shows that feature less prominent personalties who have been persuaded to congregate on a dessert island in the middle of nowhere, they are followed by an eager film crew who have to document their every move.

The factors that may well have influenced their decision to be included in this show are; promises of additional work and of course, a large wad of cash for their troubles. What we are forced to witness, in the name of entertainment, is a group of Neanderthals competing in a mock recreational activity.

This seems to be a popular pastime of television executives who have created a large portfolio of celebrity, reality serials that appeal to cheap emotions. There is no educational value to such texts whatsoever, and their mass production only creates a society that is less progressive and knowledgeable of the world. They certainly do not offer any solutions to daily problems or even fulfil the prerequisites of escapism.

Culture

In this exercise, I had to choose a media text that represented my culture and explain why.

I would say a cultural artefact that represents my culture would be the magazine,"PC Advisor". This is because I am very much interested in technology, especially computers and feel that the said magazine fulfils my needs. These needs are intrinsically for information on recent developments, news, programs etc. I would say that computers are a big part of my daily existence - and the availability of computers within the university and home environment means that I spend a lot of time consuming technology. I not only buy the computer magazines, and subscribe to newsletters, but also: use, consume, and share the information with friends, if I find it useful.