Creativity

As I’ve developed as A Level media student, I’ve gained new skills. This is because I’m living in a Post-Modern society therefore, many aspects have had an impact on my understanding and development such as technology, intertextuality etc.

Technology in a post-modern age has impacted on creativity in many ways. For example, new technology such as gadgets like smartphones have become a part of our lifestyle as they are widely used among many people within our generation. Therefore, technology has advanced our creativity by the use of different technology platforms. This can be explained further as we now have more access in this post – modern age. For example, in previous times, in order to watch DVDS, we would have to go to blockbusters to rent or buy DVDS, however, due to the uses of technology and the internet, we can now have free and instant access to movies from home using pirate sites etc. 

This relates to media as I can use these pirate sites to watch horror movies which will benefit me when creating my own horror movie trailer. Another way this can be explained is that we also have access to social media and YouTube in which we can watch tutorials which can help us when using certain software programmes. Therefore, i can develop greater creative skills.

Intertextuality is also significant in terms of creativity as we have to use some elements of the past in our work. For example, in during A Level media, we have watched horror movies which have influenced our current ideas. This relates to my final horror movie trailer as the sub-genre of our movie is supernatural, therefore we have used certain elements of previous supernatural movies to influence our current idea, for example, the theme of religion is often used therefore, we used that theme to influence the main ideas in our trailer. This also relates to audience’s pleasures. If I use previous elements, then I’ll be fulfilling their expectations. This also relates to Levi-Strauss’ theory of ‘bricolage’ which explains the idea that creativity is the skill of using accessible materials and reusing them using a different structure in order to create something new.

No originality also relates to the concept of creativity in a post-modern age as there are so many different ideas from the past which are still being used today or have influenced main ideas today. For example, in AS we had to create a music magazine, and by doing this, we had to follow a set structure of a magazine. We copied the main conventions of previous music magazines.

In conclusion, I believe that intertextuality and the idea of originality challenges the idea that we are all original as everything has already been used before as we are living in a post-modern society, so we are recycling previous materials and ideas from previous generations,

However, the use of technology has developed our creative skills as we have more access and the different technological platforms are becoming easier to use, therefore, people can express their creativity in different ways.