In order to make a music video experience unique and to break new ground in the creative aspect of music videos, directors use post modernism and related concepts when creating their vision.
Post modernism is defined as "A late 20th century style characterised by use of earlier styles and conventions and mixing of different artistic styles and media". In essence post modernism uses modernism as its base. Modernism was a movement between the 1890's and the 1960's that intended to change out dated culture and reject realism in doing so. Post modernism is the idea of using modernism as a base and mixing that with other culture. There are a range of sub-divisions in post modernism including: intertextuality, parody, pastiche, and homage. All of these can be seen across all of popular culture including film and television, and of course music videos are no exception.
Intertextuality:
Intertextuality is when one media text refers to another, this is quite similar to both parody and homage, however the reference is less direct as an homage, and is not intended as a mockery in the sense that a parody is. Intertextual references are essentially a tribute to a genre or the conventions of another genre in popular culture.
The video for "Buddy Holly" by Weezer is an intertextual reference because it uses earlier popular culture and bases its video on it, in this case the video is set in an episode of "Happy Days".
Parody:
A parody is the use of a reference to other forms of earlier media intended as a mockery of that product. Often a parody will exaggerate certain parts of the mise en scene of the referenced product in order to make fun of it, or they will produce a similar narrative aspect to the imitated media with a, more often than not, comedic edge to it.
The video for "Sabotage" by the Beastie Boys is a tribute to cop shows from the 1970's and 1980's which had very distinctive elements of mise en scene such as the aviator sunglasses, moustaches, and American muscle cars, elements that are exaggerated in this video along with certain conventions like kicking down doors and sliding over bonnets.
Pastiche and Homage:
A pastiche is a work that imitates the style of another work, period or artist as a self-conscious imitation, this particular term is used in close relation to homage. An Homage, much like a pastiche, is a respectful imitation of an earlier work. These are often used because of the artists personal admiration of these works.
The video for "Time is Running Out" by Muse is an homage to the movie Dr Strangelove being set in a war room as part of a crisis meeting like in the film.
The video for "In Bloom" by Nirvana is a mixture of what is, stylistically, a parody of The Beatles' appearance on the Ed Sullivan show, and what, by the end of the video, is a classic representation of a chaotic Nirvana live performance.
Intertextuality is when one media text refers to another, this is quite similar to both parody and homage, however the reference is less direct as an homage, and is not intended as a mockery in the sense that a parody is. Intertextual references are essentially a tribute to a genre or the conventions of another genre in popular culture.
A parody is the use of a reference to other forms of earlier media intended as a mockery of that product. Often a parody will exaggerate certain parts of the mise en scene of the referenced product in order to make fun of it, or they will produce a similar narrative aspect to the imitated media with a, more often than not, comedic edge to it.
Pastiche and Homage:
A pastiche is a work that imitates the style of another work, period or artist as a self-conscious imitation, this particular term is used in close relation to homage. An Homage, much like a pastiche, is a respectful imitation of an earlier work. These are often used because of the artists personal admiration of these works.
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