Telephone - lady gaga

Many artists use postmodern elements in their music videos to help them stand out and create media attention, which in turn is likely to increase sales, an artist who is very good at this is lady gaga. in her video for 'telephone' she refers to many existing big brands and media forms of  which the audience can relate to, this is intertextual referencing as at the start of the video she uses an opening title screen which is imitating something usually associated with films, she has this in the style 'jackie brown' which is a film by quentin tarantino who is a director famous for challenging the forms of convention and experimenting with postmodern methods, sticking with tarantino lady gaga also refers to beyonce in the video as Hunny bee which is the name of one of the characters in his film 'pulp fiction' which is considered a postmodern text, this shows that gaga is playing with the features of postmodernism and creating something new and unique.

Hyperreality is another postmodern feature that is prominent in the telephone music video as lady gaga is creating a hyperreal version of herself in the way that she dresses with a telephone on her head and even her name isn't her real name, so she has created this persona for herself to represent her in the media, but in real life she will not be this flamboyant character in real life. Lady gaga's image often reflects Laura Mulveys theory of 'the male gaze' which is that men see women in the media in a derogatory way, lady gaga applies this concept to her music videos often as do many female artists as it attracts more viewers and more sales, for example in the music video she is seen with just tape wrapped around her while she dances, which reveals a lot to the audience, all of these features are what make lady gaga the artist she is and enables her to create this character that we as an audience perceive her as, it allows her to stand out as an artist and most importantly against modernist music videos.