Audience Research

In what ways can music videos be considered post modern?
Music videos can be considered post modern in 3 ways. The first being the consumer use of them. This allows the audience to see the new ideas that bands/artists display in these videos to show individuality and the image that they are trying to portray. These videos inspire individuals to be creative and express themselves through the bands style. The second being the style of post-modernism. Different ideas are often brought together to show intertextuality. This comes across as unique but can be criticized for being unoriginal. The sense of creating something from using intertexuality is called bricolage. An example of this would be Quintin Tarentinos 'pulp fiction' where he takes inspiration from many different films creating a postmodern effect.

How do audiences consume music videos?
Audiences consume music videos in many two different way. There are ambient viewers and focused viewers. Ambient viewers are the type who have music videos playing in the background or they watch music videos because adverts are on on other channels. This is casual viewing. Focused viewers are the type who are really interested in seeing the new ideas and songs from artists. These are the type who purposely turn on the television to consume this kind of media. This is committed viewing.
Another way in which audiences consume music videos is on their own or in a group. Solo viewers are the ones who are committed and want to watch the videos on their own so that they can focus on them and communal viewing is when the music video is playing in the background and not the main focus.