Post modernity is a key concept within contemporary art and design circles.
It can't be understood in isolation from modernism.
Zugmunt Bauman has called it 'liquid modernism' because it's hard to pin down.
Modernism
-was not a period
-describes a wide range of texts that influence how we now think and experience the world.
-Co-existed with other styles and concerns
-Concerned with 'meta-narratives' unified explanations
-A direct extension of enlightenment thinking / philosophy
Enlightenment thought concepts:
-Universe is rational and can be understood through the use of reason alone
-Truth is arrived at through empirical observation, application of reason and systematic doubt.
-Mans experience key to mans understanding of the truth
-All life both social and indivdual, can be understood and ......
-Humans are no exception
-Therefore mankind can be engineered.
Initially modernism was concerned with evidencing progression
-World war had a massive impact on modernists and hence.........
-Nationalism was seen to be a source of conflict
-Fine art became increasingly apolitically avant-guarde and abstract art-for-art sake.
-Design was driven by 'reason' radical break with preceding forms
Utility Scheme
-Fashion was minimalistic I didn't have any added extras to clothing that weren't necessary
The 'Mao Suit' -The epitome of modernist 'form follows function'
commuters [1986]
Modernism struggled to survive World War 2
-Clothing had no added extras
-Utilitarian principles employed in rebuilding western societies
-Seen as inhumane and restrictive
-Flats, parkhill Sheffield
Postmodernism, originally used to describe an architectural style
-reaction of the international style of high modernism
-Concerned with decoration, playful design
-Style over content
Frank Gentry
-Frequent references to the past other disciplines, popular culture, etc.
-Styles / music from different places mixed together
'Style is a concep in the arts characterized by distrust of theories and ideologies and by drawing of attention to conventions' -Oxford English Dictionary
Key Postmodern Theories
Baudrillard
-"The gulf war did not take place" [1991] " The Gulf war is not happening"
Questioned that maybe it isn't a war because most of the combat was from the sky using technology.. radar detection on screens, not traditional hand to hand combat.
Decisions were made from 'mediated reality'.
-We make sense of our world through mediated images, for example we might have never been to a certain country but get the impression that we know what the place is like through images we are shown.
Derrida
if we don't have words to explain things....
Foucault
-looked at the idea of power.. Visual means of control such as prisoners acting in a certain way thinking that they are being watched.
Heidegger
Lyotard
Postindustrial identity is constructed through lifestyle choices and the selection / consumption of commodities
-Life has become an interplay of local and global factors
-Cultural plurality
Roland Barthes - The language of fashion 'Identity is not fixed it can be re-written'
Inter textual
Christian Agulara -Aint no other man' -1920/30's Proabition
-Taste is not 'neutral' or 'natural'
-de naturalising material culture
-Taste is an ideological construc*****
-[Ideology = body of ideas and beliefs]
-Notions of 'good' and 'bad' taste linked to class systems and morality.
John Rushin -English critic and reformer [1819 - 1900]
-The taste of masses was of concern to social engineers and philanthropists
-Public are galleries and museums intended to 'educate' the masses.
Thorstein Veblen -In the theory of the leisure class [1899]
-Things have meaning beyond their functional or 'use' value
Busta Rhymes Feat. P Diddy - Pass the Courvoisier: part 2
-Increased Courvoisier sales and also meant that 60 -85% of their sales were to young black people
Bernie Ecclestone -Hublot watch add, after being beaten up for his watch he used it as a marketing idea that he took to the company and now it is used along side a slogan with the image of him.
Run DMC
-Gained a contract with Adidas from getting fans to hold up their adidas shows at shows.
-Talking about power of the individual
-Emphasis on economic power and lifestyle.
Judith Butler - Gender Trouble [1990]
Identies are fluid
consumer culture gives us the props to perform a wide range of identities, allowing you to buy the style you want.
50 Cent -Performed identity, photo shoot set up like a drugs factory, creating the image that he is portrayed as through his music and style.
Modernism was concerned with evidencing 'progression'
Advertising, showing people what they want and giving them the idea that they can get it.
Allan's Anti-fat -Improving image
Healthy Woman - Corset of Health
makemeheal.com
Ho Verra -Skin Fondation
Loreal - Age re-perfecting -Jane F****** advertising ageing products when she has had surgery and images are airbrushed etc.
You buy what you are - changing yourself to be 'ideal'
Orlan
using plastic surgery, questioning it's use. She's interested in the way society etches it's conventions on the female body, 'Carnal artist'
Tattoos -Tribal to modern day
body modification -Japanese foot binding, purely for fashion making their feet smaller to fit in small shoes but they can't walk due to the change.
New York Times 'If the shoe won't fit, fix the foot'
Avatars = Creating an 'improved' version of yourself, it gives you the freedom to create an appearance for yourself, creating something within the image of yourself, maybe how you would like to be?
Advertising and Consumption
-Developed as the by-product of the industrial revolution
-Started in england in late 18th century late [1700s]
-Marking the start of the modern world
-Society experienced a 'paradigm shift'
-Standardisation
-Packaging industry starts
-Designer
-Birth of consumer society
First ad's reasoned with the consumer 'reason why'
Developed into atmospheric advertising
USP =Unique selling point
selling you a way of life rather than just the product 'buy what you are, an image'
selling an inspirational image
Adorno -Lifestyle advertising is an integral element
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