GW - Audience questions

In what way can music videos be considered postmodern?

Music videos can be seen as postmodern because of the way they are consumed. They are seen as social currency for conversations between family and friends. They also influence peoples dress sense and lifestyle. Many postmodern videos inspire people to follow the latest trends. Consumption of the media builds our individuality, in modern day we are not judged by what job we have or where we live. We are judged by what clothes we wear, how we look and what music we listen to.

Intertextuality is used in many postmodern films and music videos. People can relate to these intertextual references e.g. In Eminems Just Lose It you see Michael Jackson dancing in a back alley and the pave stones light up in reference to the Billie Jean video. The video is also a bricolage to many other famous celebrities such as Paris Hilton, Dr. Dre, MC Hammer, etc.

How do audiences consume music videos?
answer as separate post
What Considerations has this research raised in terms of planning your production?


The EMAP audience research has raised various factors we need to consider when making our music video. We know that mostly 16 - 24 year olds watch the music and they watch it mainly because there is nothing else on television that they are interested in or they are just flicking through because there are adverts on another channel. This is the passive audience who are not fully paying attention. Our goal is to capture the attention of the audience so that they will continue viewing the music video. This means that we will need a narrative based video for those who are focused viewing and partly performance based so the passive audience will not be left out.