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POSTMODERNISM - Coggle Diagram

- - - - Hashtag StrangerThings 92 billlion views on Tiktok.
      - Hashtag EddieMunson - 9 billion views
      - PoMo audiences are no longer passive and messages can't be injected into their brains
    - - Lego, Nuke, Fortnight x Stranger Things skins
      - Stranger things Experience - NYC, LDN, UAE
    - - Season 4 - 1.35 billion hours streamed in the first 28 days
      - Netflix's most watched english language series ever
  - - - Hyperrealistic version of the 1980, "historically deaf"
      - The 1980s in ST is a simulacrum - it is a "copy" built from ads, movies and stereotypes
      - Audiences have accepted the it as reality as the artificial representations of the 1980s has become more real to
      - Different coloured actors and females being leads aren't reality in the 1980s
        
        Strong females - Eleven (hero) and Nancy (Helper / dispatcher) According to propps
    - - "Nostalgia Culture" By using 1980s aesthetics to create familiarity and appeal
      - Copy of a copy- the past is recycled as a style rather than understood as history
      - Results in historical deafness as audiences recognise the look of the past but lack understanding of the context
    - - Breaking boundaries in order to capitalise on the active audiences as it makes them think for themse
      - Blurs reality and media - Max's visions mix memories, dreams and supernatural events
      - Confusion of time and space
      - Decline of metanarratives
      - Style over Substance - Big CGI scenes, long cinematic shots and dramatic music - looks matter as much as story
      - Media Saturation - without other media ST wouldn't exist as it is full of references
- - - - Marcus Rashford Ice Kick and Gene Kelly Song "singing in the rain
      - Homage to Gene Kelly is in a hiphop way - Blurring the lines between high and low culture
      - Links old school musical theatre with high fashion advertising - pastiche and cultural recycling
    - - Luxury (burberry coat) in a kebab shop
      - Christmas Ad however has no relation to christmas
    - - Magical rain, impossible dance and unrealistic setting
      - London street is real but stylised into a hyperreal fantasy environment
      - Weather transformed giant CGI Ice blocks - Unreal
    - - High Vs Low Culture - Prestige brand in a cheap takeaway
      - Unconventional representations - Diverse cast --> released straight after BLM breaks Burberry's old identity. Lack of white people and black man doing ballet
      - Mix of musical, fantasy, dance video
    - - Acknowledges it is a staged performance
      - Exaggerated choreo highlights its own "contructedness"
      - ice blocks draw attention to spectacle rather than narrative
      - Ad wants the audience to notice cinematic references
  - - - PoMo erases barrier between high and low culture , Burberry places elite coat in a kebab shop reflects postmodern cultural "flattening"
    - - Simulacra idealised multicultural Britain, fantasy version of a street where luxury fashion blends with everyday life
    - - Preferred reading - Burberry is progressive
      - Negotiated - Good representation but strategic
      - Oppositional - Burberry is using BLM to sell coats
    - - Provides alternative identities - Black ballet dancer
    - - Decline of Metanarrative - Forces audiences to experience and decode themselves
      - Style over Substance - ice blocks draw attention to spectacle rather than narrative
  - - - Millions of views over social media platforms
      - Edits comparing ad to 1952 went viral
      - hashtags BurberryRain and SingingInTheRainEdit
    - - Linked campaign to Rashfords youth empowerment initiative
      - Campaign launched alongside Burberry Winter Collection, maxing synergy
      - Influencers amplified video - Vogue, GQ
    - - Views millions of times after release
      - Picked up by fashion outlets - Vogue, Elle, GQ
      - Recognised as Most creative ads of 2020
      - Influenced fashion video trends - Urban choreo, surreal weather
      - Strengthened global perception of Burberry as culturally aware and visually experimental