'The Medium is the Message'
Essentially this postmodernist belief suggest how the text itself is the message as opposed to the storyline itself. This therefore incurs the way certain aspects are shot to provide different connotations and such like therefore creating a subliminal message through cinematography as opposed to their being an obvious unparalleled meaning behind texts, similar to Roland Barthes.
This theory is most prevalent in my music video case study PLTITEOTW as in this video the message is portrayed by the performers and the jump cuts between performers and action to which subliminally suggest how every shot within the video are interlinked to show the pastiche ideologies between the hair metal genre to which include sex drugs and rock and roll to which are highly notable throughout the video with constant cuts exhibiting either of the aforementioned notions.
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