MD Audience Consumption & Postmodernism Questions

In What Way Can Music Videos Be Considered Post Modern?

When analysing the ways in which music videos can be considered post modern it is easy to concentrate on two specific sections, use and style. When analysing consumption (use) concerning post modernism, social currency plays a big part. Social currency is information shared which encourages further social encounters, it is significant with the development in technology so would in that instance be considered as a change and diverse. Another main part to consumption when analysing what ways music videos can be considered post modern is simply the new ideas that take place and the inpiration for those new ideas. The second specific section would be the style of music video, being able to construct strong usage of intertextuality is an aspect of music video that enables a wide post modernistic impression. Many videos across the board contain intertextual references and these almost give the audience a higher role to play within the video, enabling them to interact with on screen performance. An example of intertextuality is shown within Eminem's track 'We Made You', throughout the video constant references to Star Trek are bought up to the audiences attention, this well known series could appeal to an even wider audience than that of Eminem's music. Another aspect of style would be bricolage, 'the construction or creation of a work from a diverse range of things which happen to be available'.

One final aspect of analysing music video and in what ways they can be considered post modern is whether or not music videos are actually considered an advertisement or art. There seems to be aspects of both, but on many occasions certain music video can astound audiences with the way in which they are shot and the artistic factor which they contain but this is not always the case. There are many music videos they have launched careers for example 'Here It Goes Again' by 'Ok Go', the famous video in which they perform a dance routine on Treadmills has opened many possibilities for the band's future prospects.

How Do Audiences Consume Music Videos?

The two main sections that come to mind when analysing the different ways in which audiences consume music video are that of casual viewing and that of committed viewing. The two main types of consumption identified regarding 'casual and committed viewing' are passion (active choice) and passive (menu rotation). Ambient viewing takes place when less channel surfing is concerned as well as having background audio. It concerns itself mainly toward communal situations along with mass appeal offering big impact which can also be a result of repetition. Ambient viewing is a part of secondary consumption which could be placed under the category of communal viewing. This form of ambient communal viewing would tend to take place in situations such as background music in a bar or at the work place. The second part of consumption is primary, it is a sub genre of committed viewing and presents itself in the form of focus. Dedication to specific music channels is what primary consumption is all about, they mainly target an audience where solo viewing is a regular occurrence. Focused viewing relies upon loyal audiences that will watch their music channel on a regular time table.

Both of the different types of audience (casual and committed) tend to watch and understand certain types of music video. The focused committed audience will be able to sit down and watch a narrative music video with much more ease, where as an ambient casual audience will engage more in a performance based video where there is no need to follow story lines.

What Considerations Has This Research Raised In Terms Of Planning Your Production?

The research taken place in this survey has played a big part in helping us to plan our production. The research has raised questions about how it could be possible to include intertextuality, bricolage or how to quite simply include basic audience appeal. Another factor of the research that has affected production planning is that of the casual and committed viewing, being able to appeal to both sets of audience is an important objective. Therefore within our production planning a decision will have to be made on the style of music video that we intend to create, whether or not we will include a narrative structure, performance or even a mixture of the two.