Introduction to Post Modernism

Characterised

• Exhaustion
• pluralism
• pessimism
• disillustionment with idea of absolute knowledge

Modernism

• Expression of modern life/technology

Post Modernism

• a reaction to these

Origins

• 1917- German writer Rudolph Pannwitz, spoke of  nihilistic, amoral men
• 1964- Leslie Fielder a culture which rejected the elitist values of modern culture

• 1960 - begins
• 1970- established as a term
• 1980- recognisable style
• 1990s- dominant theoretical discourse
• today- tired and simmering
• Modernism dies according to Charles Jencks - 15th of july 1972
• demolition of the Pruit - Igoe development, st. Louis
• typical modernist design

Post Modernism

• has an attitude of qeustioning conversations
• Post modern aestheric = multiplicing of styles and approaches
• space for new voice
• only rule is that there are no rules
• celebrates what might otherwise be termed kitsch

Park Hill Flats

• post war housing
• modernist style
• build a community

New media and Visual Culture

Characteristics of new digital media

• "late age of print" were in atm
• age of print started 1450
• allows people to become literate
• Lage age of print we now have to be computer literate

Electronic Books

• reader takes on the role of author
• democrasation 
• challenges the role of author

Computer Media

• hypertext
• overwhelming amount of information
• all the information you need
• new technologies change the world

Definitions of Mass Media

• Modern systems of communication
• negative criticism of mass media
• superficial, uncritical, encourages status Quo, audience is dispersed, disempowered, figures measure success. 
• encourages apathy
• power held by few motivated by profit/social control
• bland, escapist and standardised

Positive

• not all low quality
• creativity can be a feature of mass media
• democratic potential

Artist use of Mass Media

• John Walker - Art in the age of Mass media, what happens to art in this late age
• Oliviero Toscani - Benneton Campaign
• Leeds 13 - uses mass media to get known and get work

Key Qeustions

• Can art be autonomous
• Should art be autonomous
• Jackson pollard paid by CIA to do his work to show the work of free mind
• art for political reasons.

Advertising

• a harmfull social force
• Relationship between propaganda & advertisement
• Adverts effect us subcontiously
• commercial consumer advertising - adverts which promise something
• Kalr marc 1818-1883
• we live in a consumer/commodity culture
• They way people think of themselves or others
• construct their identities by products
• "The commodity self" - steward ewens
• We measure ourselves with what we own or what we can buy

Big TV - signifies money, how well off you are

• Buying things to reinforce the person we want to be
• we judge people on superficial categories
• you are glamorous when envied
• measuring ourselves against unobtainable ideals

Symbolic Associations

• Sociability
• popularity
• youth
• coolness
• sophistication
• multiracial 

Adverts like these produce a false need for meaningless things

How does it perpetuate false needs

• aesthetic innovation
• planned obsolescence 
• novelty
• builds false desires

Commodity Fetishisms

• The context in which a product is produced is kept hidden
• gets personified with people and things
• people become dehumidified 
• sexy
• romantic
• sophisticated
• cool

Frankfurt School (1923)

• Commodity culture manipulates us and makes us think in one dimension
• advertisers say it creates wealth for our world
• encourages - Freedom, Choice
• how free are you well you keep being called inadequate

Stereotyping

• manipulates people
• seeks to make people unhappy
• can become addictive
• encourages us to buy something potentially unhealthy