Postmodern texts deliberately play with meaning. They are designed to be read by a literate (ie experienced in other texts) audience and will exhibit many traits of intertextuality. Many texts openly acknowledge that, given the diversity in today's audiences, they can have no preferred reading (check out your Reception Theory) and present a whole range of oppositional readings simultaneously. Many of the sophisticated visual puns used by advertising can be described as postmodern. Postmodern texts will employ a range of referential techniques such as bricolage, and will use images and ideas in a way that is entirely alien to their original function (eg using footage of Nazi war crimes in a pop video).
No comments:
Post a Comment