notes
physical media becoming less relevant, digital downloads becoming more. "There is no physical thing anymore."
How are audiences different in a postmodern world?
Modern audiences watched at home around one TV following TV listings etc (order) and watching when and how institutions dictated.
-But-
Postmodern audiences are fragmented, watch/ stream online, catch up TV, Sky+, iplayer etc. Watch what we want, when and how we want (Lyotard).
Postmodern audiences watch programmes/ films because they are "successful;", "high profile" or "meant to be good" often after their initial screening.
Postmodern audiences do not necessarily watch texts in the format originally intended - TV series in boxsets - again rejecting watching how / when we are told too and avoiding advertising (Lyotard).
Postmodern audience watch from an ironic or "detached position", watching things because the are "bad" or because other people are watching.
Audience is divided - Obsession with reality TV/sophisticated and knowing.
Active in decoding and understanding postmodern texts or being part of them.
How do institutions operate differently in a Postmodern world?
Taking risks on texts that go against the norm.
-risky shows like family guy (which got canceled and re aired), The wire, madmen.
Viral marketing, people watching less adverts so taking new approached such as online, big events etc.
Transmedia storytelling / Multi Platform release.
e.g heartless came out online, in the cinema and on DVD in the same day.
Convergence and Synergy. Take the 3DS a game console which is allowing film companies to create 3D movies for it, as well as games.
Use/ incorporate audience generated content and authorship.
Globalized, franchised, repackaged and recycled products (negative - Jameson).
The Future-
Revert back to a less ironic, more conventional simpler form.
Move away, due to proliferation (and relative failure) of recent postmodern texts e.e Scott Pilgrim, scream 4. Audience apathy?
Move to mainstream? The most successful texts are not postmodern.
Has Postmodern now become modern?
Deeper into postmodernism or reaction against?
Further blurring of distinctions between reality and fantasy.
Photo-real video games.
More authorship of Film/TV/Games.
Greater immersion and interaction.
4D with senses like feeling, smell etc.
Increased influence of media on our lives.
Increased reliance on franchise (more sequels in 2011 than ever before) may see a reaction by audiences towards institutions.
Remakes of remakes.
Lyotard - Collapse of meta - narratives, is postmodernism a meta- narrative?
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