Convergence - The 'coming together' of two previously separate media industries.
Key Term - Synergy
- Where the interconnectedness of media products leads to a result of more of some of its parts.
- Examples include merchandising tie-ins, TV shows, etc.
Benefits:
Two completely distinct and separate audiences can simultaneously be targeted.
For example,
Music videos vs. Cinema
- Music videos are free to the public, whereas films cost money to see.
- Music videos are a lot shorter than films eg.(3-10mins / 1.5 hours).
- Movies have more dialogue than music videos.
- Music videos are more for advertising whereas cinema is more for advertisiing.
Postmodernism
- Distrust of form, convention and established conventions
- 'Style over substance'
- Lack of distinction between 'low' and 'high' culture
- De-emphasis of temporal continuity; many different time periods referenced.
- Distrust of all encompassing metanarratives.
- Emphasises surface readings over deeper anlysis
- Celebration of consumerism, hedonism and style
- The ubiquity of 'the screen'
- The erosion of sense of self and identity
In what ways does this video construct Lady Gaga as a celebrity? How could this video be described as postmodern? Make explicit reference to visual and technical codes.
The costumes used in her video are extravagant and unique which conveys a dramatic personality of Lady Gaga as a celebrity.
The theme of the video runs through the song lyrics, eg. 'I live for the applause'. Meaning Lady Gaga is very over the top and perhaps attention seeking.
The video was postmodernist. Flashing lights reflect attention of the press and the public.
Binary Oppositions:
- Make things easier for audiences.
- They can be funny for audiences eg, comedy shows that have mismatched couples.
- They make things easier for producers, more time can be spent on driving a narrative forward.
- They make ideas more intense. A horror film is particularly scary when the evil and bloodshed constarsts with an ubeat opening
- Day and Night
- Woman and Man
- Naughty and Good
- Sweet and Savoury
- Hard and Soft
- Loud and Quiet
- White and Black
- Hot and Cold
- Ugly and Beautiful
- Teachers and Students
- Simple and Extravagant
- Big and Small
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