Postmodernism: Music Videos

L.O: To identify the postmodern elements

of Hard Out Here by Lily Allen

Starter: Are the videos we watched intergeneric or intrageneric?

 What is
postmodern about
this video?

I want at least
three elements
with no prompting!
 A parody of music industry, videos and society
Criticises objectification of women in videos by using irony it is an
exaggerated version- twerking girls etc.
Words also ironic- comments on sexism using the word bitch.
Using humour.
Intrageneric- autotune, blurred lines
Highlights male gaze- close ups to crotch, bums etc
Self-referencing- highly constructed. Use of manager character
telling young girls how to twerk. Comment on corruption of
industry and representation.
Comment on manipulation of pop stars- creation of pop stars and
hyperidentities
Intrageneric- use of clich mise-en-scene such as gold bars,
champagne etc. Comment on materialism.
Audiences appreciate irony- understand references, fun. Topical
(e.g. Thicke)
 Intrageneric intertextual
referencing of other music
videos iconography of hip
hop videos such as women in
sexualised outfits, Rolls Royce
Phantom, Champagne,
Excessive use of word bitch
parodies hiphop lexicon.
Product placement with Beats
pill, e cigs for weed smoking.
Parody
Intertextual referencing
Robin Thickes Blurred Lines
Lily Allen has a baggy pussy.
Parodies Robin Thicke and
highlights gender inequalities.
 Constructed nature of text
See the set of the music video again highlights the
construction of these texts.
The man telling Lily Allen how to twerk (zeitgeist,
referencing popular culture) and other requests
exposes the construction of text in relation to the
institutional demands of the record label (Goodwins
theory). Highlights the deliberate sexualisation of
female stars (voyeurism) in order to sell more records.
Critiques womens roles in society and highlights
inequalities.
Is this effective? Its still using the same offensive
imagery. Was criticised for its portrayal of black women
 Quote finders!
You have five
minutes to find me
a quote from a
theorist that is
relevant to what
we have learnt
today.
 PEEL!!!

You know you

love it really.