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Post Modernism • Postmodernism rejects the idea that any media product or text is of

greater value than another. All criticism’s are simply traced back to tastes. Anything can be Art and everything is deserving to reach an audience. A distinction between media and reality has disappeared and reality is defined by images and representations. Images refer to each other and as a collective represent reality rather than the reality that exists before the image exists to represent it. This is known as a state of hyper reality.

• The significant changes in poster design in the 20th century was between the international typographical style which support the modernist tradition and the postmodern design which was represented by a Swiss designer Wolfgang Weingart. The style include interesting interpretations of arts, culture, history etc. post modernism is a movement against modernism and are marked by the revival of historical elements and techniques.

POSTMODERN DESIGN

Relating the postmodern theory to

our production • The image we used as part of our main poster production

is a representational medium. It reconstructs the everyday reality that viewers cannot experience themselves. The Photography that has been done to produce our poster is an indexical sign signifying truth. However applying effects and edits to them differentiates the poster to the reality in which the viewer perceives it to be, making it look more appealing. Within Krystin Arnesons representation through documentary: a post modern assessment she talks about how a documentary is a subjective device and not an objective device. You could suggest that we are showing our subjectivity through the poster of the documentary due us believing that the chainsaw represents a creative environment. This is our own subjective opinion on what represents the creative industries.

Relating the postmodern theory to our production

Cont.• She also suggests that “in every image we must remember who

speaks” “the three main problems with the representation of everyday by documentaries. The first is a problem addressed earlier: that of interpretation during documentary construction.” We have followed this post modern style by showing different interpretations and the subjective manor of postmodern style. This has been done through the new equilibrium that “creativity is different for everyone.” This comes across in the postmodern style of our poster and the use of the chainsaw to represent the creative industries which helps show that creativity is different to everyone because some people may not see a chainsaw as an icon for the creative industries while others like us the creators do. This comes back to the point Krystin Arneson makes that “in every image we must remember who speaks”. By applying reception analysis we can argue that viewers of the poster are not forced to accept this but take an observational reading through subjective manor that Arneson spoke about earlier.

Representations • We have applied postmodern through the

representations in the poster. A conventional representation of the creative industries would be a pencil for example or a paint brush as this follows audience expectations.

• By having a chainsaw represent the creative industries we are applying a postmodern representation as it does not conform to traditional representations but instead gives a representation that needs more thought than a conventional paint brush may need.

Creative theory • The chainsaw is a stereotypical tool to represent the

creative industries therefore we can link it to David Gauntlet making and doing culture of everyone possessing creative potential as with the use of the chainsaw we are highlighting the fact that creativity is not just pen and paper but involves a wider set of people such as perhaps craftsmen and video makers. This was the idea of our posters. By having objects such as smart phones and Lego being the subject shows how creativity can be used through a variety of different tools such as Lego which is what David gauntlet talks about in his representing identities studies. It is the idea that everyday creativity through the use of these tools such as a smart phone allows us to make our own mark on the world.

Improvements to our poster

• In terms of creative theory we have not put any sort of web 2.0 advertisements on the poster. Web 2.0 sites such as twitter and Facebook could have been included in our production through a username for example or a simple find us on Facebook message. Instead we have only conformed to web 1.0 by using a web address to advertise our website.