Postmodernism and Popular culture.

M .K .Bhavnagar University

Department Of English

Joshi Bhumi Vinodbhai

Roll No : 2

PG Enrollment No : 14101020

Paper Name : Cultural Studies

Assignment Topic :  Postmodernism and Popular Culture

Preface :

       Postmodernism is a complicated term or set of ideas, one that has only emerged as an area of academic study since the mid 1980.Postmodernism is hard to define because it is a concept that appears of study, including art,architecture,music,film,literature,sociology,communication,fashion,and technology. It hard to locate it temporally or historically because it’s not clear exactly when Postmodernism begins.

                   Postmodernism is the reaction against Modernism. The movement ‘Modernism’ is roughly coterminous with 20^th century western ideas about art. As we probably know, is the movement in visual arts, music, literature, and drama which rejected the old Victorian Standards of how art should be made , consumed, and what it should mean.

Defining postmodernism , first we have to know about modernism and then we discuss the postmodernism in detail.

Modernism :

                                                Modernism began at the end of the 19^thCentury and was influenced by the new technologies and ideologies that permeated the period

“ The term modernism is used to identify new and distinctive features in the subjects, forms, concepts and style of literature and other arts..”     -

Some of the examples of modernist books are as below :

1.     “Ulysses” – James Joyce

                       

     

Now let’s discuss some of the common characteristics of modernist writing in English language.

·        Characteristics of Modernism

-         Note of stark realism in writing.

-         Note of pessimism, disillusionment and melancholy in writing.

-         Sense of fragmentation and loss of faith.

-         Use of symbol and scientific methodology.

-         Reflection of the modern chaos and confusion.

-         The bold treatment of love and sex in writing.

-         The decay of plot and characters in writing.

-         Passion for humanity and humanitarianism.

-          

Postmodernism :

What is Postmodernism?

       Postmodern culture in which people live attempt to rethink a number of concepts held deal by Enlightenment, humanism and many modernists including subjectivity, temporarily preferential progress, empiricism and the rules of law. As we all know that the postmodernism arose after the Second World War as a reaction to the perceived failings of modernism whose radical artistic projects  had come to be associated with totalitarianism  mainstream culture.

       Postmodernism has been a dominant though not undisputed force in art, music, literature, film, drama, architecture, and continental philosophy.

   Salient Features of Postmodernism are normally though to include :

     

1.     We find the ironic play with styles.

2.     Citations and narrative levels.

3.     A metaphysical skepticism and Nihilism towards a “ grand narrative” of western culture.

Postmodernist celebrates the fragmented view of human history, humanity and human values.

Frederic Jameson sees artistic movements like … Modernism and Postmodernism as cultural formations that accompany particular stages of Capitalism and are to some extent constructed by it.

                        “ Invention is the construction of e identity”

The third phase is dominated by global consumer capitalism the emphasis placed on advertising and selling goods, now called the “ Information Age” which is connected with Materialism. so, In Postmodernism we find three main areas of capitalism. Like…..

1 Market Capitalism

2 Monopoly Capitalism

3 Consumer Capitalism

   “sometime Capitalism is harmful for society”

Jean Francois Lyotard argues that stability is maintained through “ Master Narratives” stories culture tells itself about its practices and beliefs in order to keep going.

“ Democracy will lead to universal human happiness.”

           

Jean Baudrillard describes the “Simulacra” of Postmodern life which have taken the place of ‘real’ objects.

 Example :

                    If we take the example of video game, and music or etc.. we observe that …. Virtual reality games adds another dimension to the artificiality of Postmodern life. so, 

“ Artificiality turns into reality.”

Perhaps Postmodernism is best compared to emergence of computer technology. In future , anything not digitization may cease to be knowledge.

Characteristics of Postmodernism:

1.     Social Constructivism

2.     Cultural Determinism

3.     Rejection of Individual Identity

4.     Rejection Of Humanism

5.     Power Reductionism

Texts of Postmodernism :

Let’s discuss the texts of postmodernism.

 What we find in Postmodernism text ? 

Postmodernism questions everything rationalist.  Postmodernist literature rejected the Victorian aesthetic of pre-scripture morality.

       “Postmodernism explores the proportionality and irrationality of art.”

Postmodernism reflects both the energy and diversity of contemporary coherence and depth. Examples of postmodernism texts are….

1.     “ Gravity’s Rainbow” -  Thomas Pynchon

2.     “Infinite Jest” – David Foster Wallace

3.     “ If on a winster’s Night a traveler” – Italo Calvino

4.     “The Name of the Rose” – Umberto Eco

5.     “ Invisible Cities” – Italo Calvino

6.     “Lolita” – Vladimir Nabokov

These are the examples of Postmodernism texts as well as Popular Culture, also. In those texts ,we find fragmentation, ambiguities and all the characteristics of it. From the Postmodernism aspects people are free and celebrates their activities and accept the groups. So, this kinds of literature spread more and more and also accepts by people as popular culture. So, let’s discuss the popular culture.

Popular Culture :

Popular culture is the entirety of ideas, perspectives attitudes means images and other phenomena. There was a time before the 1960s when popular culture was not studied by academics. When it was, well just popular culture.

                   Generally , Popular culture is considered as the cheap literature- cheap culture. but..Within American studies programs at first and then later in many disciplines including semiotics, rhetoric, literary criticism, films studies, anthropology, history , women studies , ethnic study, and psychoanalytic approaches critic examine such cultural media as pulp fiction, comic books, television, film ,advertising, popular music and computer cyber culture. They assess how such factors as ethnicity, race , gender, class, age, region and sexuality are shaped by the reshaped in popular culture.

There are four main types of Popular culture analyses :

1.     Production analyses

2.     Textual analyses

3.     Audience analyses

4.     Historical analyses

“Postmodernists tend to speak more of subject rather than the humanist notion of independent individuals.”

We have many writers who write with this approach. From the English literature, Chetan Bhagat stands there. From the Gujarati literature, Kajal Oza Vaidhya.

Chetan Bhagat  as a Popular writer : 
                                                   

Many times , I heard from my neighbors, friends, and many orthodox people ask 

“Have you ever read Chetan Bhagat ?”

If once you say, ‘yes’, they will start judge to you or any reader. Because they all consider that his texts are not good texts and it leads to youth wrong direction.

“ If his books are not good ,then why most of the people read him ?”

People who say that his writing is not so good they also read Chetan Bhagat’s book at least one time. Without reading , How can one know about writing?

·        Why Chetan Bhagat is Popular?

 A cultural studies approach sometimes concerns not only the work that is produced bur also the means of Production. Chetan Bhagat knows well the process of production – marketing and consumption of  anything as he has graduated from IIM and It.

He knows how best to utilize the cultural milieu and economical conditions of the readers. He also  know well the demographic of India – the country with most young people.

He deals with…..

1.     His titles deals with statistic figure like…

-         5 point of someone

-         3 mistakes of my life

-         1 night @ call centre

2.     Youth are the center of his novels

3.     Price of the books – affordable to young pockets

4.     99 to 150Rs

5.     The problem of youth from the way young would like to narrate and solutions which young like to have it.

6.     His narrative style is very simple

7.     He uses marketing – use of social media like… Facebook, you tube ,twitter, personal website, blog,etc…

8.     Basic tone Hindutva

9.     Characters name like… Hari, Madhav, Shyam

We may notice the reflection of Cheatn Bhagat ideas through thematically and technically. We say that Chetan Bhagat represents the Indian culture what people actually want. No doubt, Chetan Bhagat is so popular in English literature in India. It means, he writes something interesting and reader taste which actual reader wants to read.

So, I think those arguments quite right to prove Cheatan Bhagat as popular writer because he doesn’t describes the individual problem but deals with the issues of mass.

 Kajal Oza Vaidhya:
                                    

                                    

Kajal Oza writes with honesty. Honesty is the also part of writing. Postmodernist writers never afraid of anything. They write what they want and the most important thing reader like to read them. 

“ Why she is popular? “

Now a days, Kajal Oza Vaidhya is so popular female writer but also criticize Why? Only because she  is woman and being a woman , she can’t write with such subjects. Still now female doesn’t touch these subjects.

“ Why one man confesses his truth , he is clapped and why woman confesses she is blamed ?”

       According to me, the period of the both writers Chetan Bhagat and Kajal Oza are Transition period and transition period is the most important in cultural studies. She writes many books like…….

1.    “Yoga- Viyoga”

2.    “Draupadi”

3.    “Krishnayana”

4.    “Madhyabindu”

5.    “Dariyo Ek Tarasni”

I surely say that these are the texts in which readers actually find what they want to read. No doubt, her writing is different from Chetan Bhagat but she write for  all women who are housewives , working women , males also.

Example from “Krishnayana”:
                                                 
                                 

      

Draupadi: Tell me, just once you love me or not ?

                              You have to tell me.

Krishna:  I love you a lot but…. My love is praying for your happiness, my love is protecting your self –respect, my love is about care for you…..

People actually want to read this things. But they can’t read from the “Mahabharata” because there is no any scope for such kind of reading.

Now a days, we become so narrow minded people. From the time of “Mahabharata” there is friendship between male and female. we have best example of Draupadi and Krishna but today we can’t accept. We have recent example of “ India’s Daughter “ in this documentary , eructated lawyer says that  it is impossible to have friendship between male and female in our society.  In which century we live ?

                   Kajal Oza has different kinds of readers because being a female she doesn’t defense women but try to centralized and talk about her emotions and feelings. she also writes about male who suffers from woman also. so, I think it is also one of the reason that she is so popular because her writing directly touches to the readers.

Kajal Oza talks about  “feudal society” which is  forced to women every time take responsibility.

“ Women treat as a thing in society. She has many role like… daughter, wife, sister, but never get the role of being person.”

       She believes that she is popular…….

1.     She has no any competitor

2.     She walks alone in male stream

When readers decide which writers’ book is more important from these five? Which writer’s book I want to read first? Then the writer selected first from them then and then one say that that is popular or this is the popular for current time. So, popular Culture is not cheap but has deep sense also which we don’t find at surface level. we find these all things in literature, art, music etc….

 Postmodernism In Music :

            A prime example of postmodernism in music is in the genre of “ Hip-hop” instrumentals were typically crafted by utilizing samples from jazz records. Pop song and pop music , sometimes considered as bad thing means not as cultured things. But now a days, 
                                  

“ Lady Gaga is more famous than any other classical singer”

Example:

“Morari Bapu’s Ramayana is more famous than original Valmikie’s Ramayana.”

Postmodern Thought :

Skepticism of…..

-         Grand Narrative

-         The individual

-         Universal Truth

-         Stable foundations

-         The neutrality of language

Postmodern Justice :

-         Fallible foundation that are “ strong enough”

-         External critiques

-         Contingent framework

-         Active justice

-          

 Postmodern Arts :

In cultural studies, post modern visual art , sculpture, plastic art and designs may be seen as possessing the following features.

1.     Incompatible style are a favorite device.

2.     The use of the vernacular and slang in art.

3.     A conscious and excessive use of ornamentation, often mixing geometric and non –geometric shapes.

4.     An increased use of technological media and electronics.
                  
            Let's see some images of art...........
               
               

              
                 

Subcultures , popular culture and Postmodernism:

            The arrival of rock music, MTV, films, such as Ridley scott’s blade runner have created a whole postmodern popular culture. Dick Hedger terms these new forms of cultures, produced by marginalized groups “ Subcultures”. These subcultures evade the hegemony imposed by the ‘high’ cultural forms and alter power structures and social formations, leaving the society and all forms in a state of permanent evolution and change where no form occupies any privileged position.

        Postmodernists sees representation as an end in itself , calls into question the notion of a “ Truth” behind signs , images and collapses the distinction between original and copy.

 Epilogue :

            Thus, we may conclude that Postmodernism rejects any totality of knowledge, ideology, or philosophy. It believes in the contingency of values and the very local nature of the truth. It is self reflexive – refers to itself, Parodies itself – self consciously. In contemporary world the distinction break down. It believes that with the advent of more technology and media, our lives are under constant surveillance.