What is thoery?
Theory is a way of thinking which is seen as more sophisticated than the way of thinking in everyday life. For example we do not think about why we learn to drive a car. However it is important to learn to drive a car otherwise this could be dangous.
Theory is when we break away form thinking about everyday questions and things. You need to ask intelligent questions in order to create an intelligent theory. For example why has the motor car become such a vital means of transportation in modern times? The opposite of theory is practice. Most theoriest have to practice in order to have evidence for there theory.
What is media theory?
Media theory can be defined as a way of thikning about communitcation which are associated with today's digital media technologies. The main theory which is important today is postmodern media theory. It is important to break away from everyday experiences when thinking about media theory. Some important examples to think about are:
Music - how do music videos make intertextual references to other media/culture that the audience will recognise?
Film- In what way does film or promotional materials for films use postmodern techniques to make intertextual references.
Websites - Websites are hyperreal thet have links and tags which take the user outside of the conventional narrative and textual boundaires.
Video games - Games realte to other media forms (intertextuality) and these blur the boundary between media and relaity.
TV- (soap opera) The promotion of soaps is intertextual because they use magazines and internet to promote this televeision product.
Definition - Postmodernism, the movement of postmodernism came in to place during the 1960's and it is a term used to describe the characterise of society and the culture which is in western societies since 1970's. This theory promoted new ways of expressing new ideas and sensibilities. Modern society is dominated by the 'flow' of media images and information around the world. The theory is said to reflect modern society's feeling of alienation.
Postmodern Theory - an Overview
Some writers of postmodernism argue that recent social - economic changes produced particular 'stuctures of feeling' or 'cultural logic.' Television has meant that are attetention spans is three minutes. From realist forms of media are sense of reality is now dominated by popular media images and media can not longer hold up the mirror to reality.
Postmodern Media as an aesthetic choice
Hybridity - This is mixing and sampling different kinds and levels for example hip hop music, materials in television ads, films, etc. Because of this the differences between high culture and popular culture has gone and become blurred.
Bricosge- This is when aspects of one style are given quite different meanings when compared with features from anotehr. Hebdige found that youth subcultures such as punks with bondage gear and use of swastikas were eclectic as they took clothes associated different class position. However to them it is a fashion statement which is the original meanings.
Simulation - The blurring of real and 'simulated' especially in film and reality TV or celebritiy magazines.
Intertexuality- When postmodernism is used across moving image in media.
Disjointed narrative structures - There are said to be minic the uncertainties and relativism of postmodernity in films. Narrative can also be disjointed in time and space.
The erosion of history - In non-fiction forms such as television news, delierate blurring of time in films or extravagant play's with historical facts in. History can be viewed nostaligically or with suspicion.
The active audience - Audience who are active recognise the importance of the analysis of various clues or signs particularly vicusal signs that shape so much of modern media output by the audience.
Blurring of boundaries - This is when the boundaries between high and low cultures have been eroded. Those that are able to blur the boundaries in industry are associated with the status and name of shakespeare.
A society of spectacle - Postmodern media texts share a delight in surface style and superficiality which create an unrealistic image for the audience. For example Victoria Beckham appeared in Ugly Betty (2008)
A summary - We think of the media as in between us and reality. The words media and the idea of mediation. Postmodernsist would say that the media structures society. And therire is a distiniction between reality and the media represetation of it becomes blurred or invisible to us.
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