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Postmodernism.
A Background to: Modernism (the experimental phase).
Modernism believed in experimentation; it broke boundaries in the early 1900s to the 1950s that had already been set in a variety of art forms. TS Elliot, for instance, broke the conventions of poetry for the first time ever, at the same time that abstract art was developing and expanding - Tracy Emin for example, with her Unmade Bed image, as well at Stravinsky's music. Modernism was percieved as appealing to only the most elite (the most educated).
A Background to: Postmodernism (a theory by Leonard, consistantly modernising).
Postmodernism brings supposedly the end of originality. It involves sampling texts from different contexts and combining them in order to form new material - something original.
Postmodern material is often self-referential, as it wants the audience to be reminded of real life, and then become aware that it's engaged with a media text. The texts also use allusion to break any illusions of reality. In the early days of television and music production the aim was to make the text as realistic and lifelike as possible. Postmodernism, wanting to be different; tries to do the opposite to this. It used intertextuality regularly so draw in order to connect with certain audiences, rather than using an emotive connection from media to viewer.
Lady Gaga's 'Telephone'.
One incredibly influential present day example is Lady Gaga. The entire music video uses allusion to grab it's audience and keep them entertained.
There are:

• Graphics similar to that from Kill Bill.
• Graphics and editing genre-crossing, referencing film.
• Jump cuts are used as a reference to CCTV cameras.
• Self-referencing - Lady Gaga. "Told you she didn't have a dick".
• Product placement - again genre-crossing, this time with advertisements. Virgin and diet coke is used. The coca cola is infact self-referenicial as well, her fans will pick up on the fact that it's highlighting that Lady Gaga used to curl her hair with it as a child - strengthening the connection between media and audience.