Week Fourteen: Postmodernism

According to Fredric Jameson, postmodernism is characterized by its emphasis on fragmentation. Fragmentation of the subject replaces the alienation of the subject. Jameson sees postmodernism as the successive stage to the “high-art” modernism of the early twentieth century. Postmodernist works are often characterized by a lack of depth. Also distinctive is its focus on the recycling of old images and commodities. Using examples from cinema, Jameson cites key features of postmodern culture such as self-referentiality, irony, pastiche, and parody.

Additionally, films are now flooded with advertisements before the film and, increasingly, now in the film itself. A famous sequence from Wayne’s World (1992), when Wayne holds a Pepsi can and states that it’s the “choice of a new generation” with a slight wink and a nod, is undoubtedly postmodern. First, it is an example of product integration where advertising, entertainment, and “art” are all merged. Second, it responds to the increasing cynicism of marketing ploys, letting the audience in on the joke even while the film still benefits financially from it.

One Response to “Week Fourteen: Postmodernism”

  1.   jonathan Says:

    i disagree with everything in your brain

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