THEORIES FOR

PRODUCTION

Rosie Ram

Introduction

Postmodernism can be expressed through a

wide diverse of media’s one of which are music

videos. An example of a postmodernism music

video is the video for “Whose Laughing Now?”

by the artist Jessie J.

Techniques of

modernismPostmodernism can be expressed visually through the presence of postmodern techniques. These techniques include many of the following:

Parody

Playfulness

Pastiche

Intertexuality

Eclecticism

Hyper consciousness

Narcissism

Breaking down the fourth wallHomage

Hyper consciousness

The music video “Whose laughing now” by Jessie J clearly

contains elements of postmodernism. One technique used

is hyper consciousness; in the music video we can clearly

see that the singer is playing multiple ,highly stereotypical

characters such as the teacher, the cook, the cleaning lady

as well as performing as herself. This demonstrates hyper

consciousness as it constantly reminds the viewer that the

music video they are watching is not real.

Narcissism

Narcissism is when a individual has excessive interest or

admiration with themselves.

Narcissism is also depicted in the music video, as the

presence of the characters played by Jessie J appear to

over exaggerate their self image.

Intertexual references

Intertexual referencing in a music video would be if the video is referring to

another text.

The music video makes intersexual references to other films. In the music

video the choice of Mise en scene intertexuality in the films relates to the way

the bullies are shown e.g. wearing pink which I believe to be referenced to the

movie mean girls, and could be related to the pink ladies in Greece. In the

song there is also a lyric that references to bugs bunny which goes ”Oh Jessie

your so funny you’ve got teeth just like bugs bunny”. In addition the idea of

celebrity status is also a grand narrative in the music video as in the song

Jessie J refers to people who have put her down or bullied her and how she is

living her life as a famous singer/songwriter which is the main core of the song.

If this is the case the music can also show postmodern irony as Jessie J is a

celebrity herself.

Hyper reality This video is an example of post modernism, this is because the video

seems to incorporate Bauddillards idea of hyper-reality. This is shown

in the music video when it appears to continually cut from Jessie as a

school girl to her all grown up. Time is used dramatically as there is no

point in the music video where we see Jessie J grow up to become

who she is know, which leaves the audience to interpret their own

meaning. This technique portrays modernism as no distinction is

made between the two, this transition between the two confuses the

audience because they are not sure whether Jessie J is having

flashbacks or if the child version is using her imagination.

Parody/Playfulness

This theme is very evident in this video as Jessie J incorporates many

funny and unusual situations in the video, as well as the over-

exaggerated characters. This can also be seen through the costumes

Jessie J wears for each of her characters; all are over-exaggerated,

brightly coloured and eye-catching Just from seeing these images the

audience can create interpret a whole story and personality with each

character. Jessie J also used sarcastic tone of voice whilst singing

which hints a sense of playfulness in her music video.

ParodyThere are many elements of parody incorporated in Jessie J’s music video.

For an example Jessie J bases a parody on the school she was studying at

during her childhood, although she talks about her memories at school in a

negative manner as she got bullied she contains aspects of parody for an

example this is done during the end of the video when young Jessie stands up

to the bullies by emptying a fire extinguisher on them and covering them with

foam. This is done to make it easier for the audience to relate to her and set

across the message that anything is possible. Jessie J also incorporates

parody in her music video by over-stereotyping the staff and school, mimicking

the stereotypical American high schools, including over-exaggerated

characters such as the careless lunch lady, the teacher who doesn’t pay much

attention and the dodgy cleaner.

Breaking down the fourth wall

This theme is very evident in the music video, as throughout the music

video Jessie J is directly addressing the audience through the

camera, this it to spread the message of the song to the audience

which aims to tell a story a lot of people have been through hoping

to raise awareness for the serious issue of bullying. As Jessie J

directly addresses the audience through the camera the song is

made more relatable and engaging for the audience as the viewer

may feel that Jessie J is directly singing the song to them.

Reflection This task has enabled me to gain a deeper insight of Baudillards theory and postmodernism that can be incorporated in music videos to make my music video more popular. I learnt that it is possible to base music videos around a fiction of something that has already been produced or reality, events that are occurring. The task has benefited me as it has influenced me with a lot of elements from a postmodern video I can include in my own music video. From doing this task I am now aware that I can use references from a wide range of media’s that include films through intertextuality, Parody, hyper reality and etc. By constructing this task I have also learnt how important it is ensure that the music video for song is done correctly, and how this could be done by adding different techniques of postmodernism. This makes the artist more popular and likeable by the audiences.