1. THE SEMIOTICS OF MUSIC VIDEOS

2. THE SEMIOTICS OF MUSIC VIDEOS
What is a Music Video?
THE SEMIOTICS OF MUSIC VIDEOS
A short videotaped/filmed performance of a pre-recorded song.
A visual representation of a musical piece.
A marketing technique to promote the sales of the music record.
A tool used for the creation of a STAR – to promote an image of the singer.

3. THE SEMIOTICS OF MUSIC VIDEOS
What is a Music Video?
THE SEMIOTICS OF MUSIC VIDEOS
In terms of Semiology
“a schizophrenic string of isolated, discontinuous signifiers” - Frederic Jameson.
“semiotic pornography” – Andrew Goodwin
“cliched imagery” – Michael Shore
“an ultimate medium of POSTMODERN world” – John Stewart

4. THE SEMIOTICS OF MUSIC VIDEOS
Reading a Music Video
THE SEMIOTICS OF MUSIC VIDEOS
The apparatus of Music Video involves both the technical means of production, (cameras, lights, postproduction devices) and those of consumption (TV Screens, Internet). It also has an audience – a target group often termed the “MTV generation” (14 to 25 youngsters in search of their identity).
Thus Music Video is a TEXT encoded with meaning, which can be decoded with a semiotic analyses.

5. Semiotics of Music Video
THE SEMIOTICS OF MUSIC VIDEOS
Music Videos mostly employ Symbol/Symbolic Signs, Symbolic and Semantic Codes.
Music Videos use signifiers from different sensorial domains
- visual; the type of imagery used, colours, locations
- auditive; the kind of music, dialogues, sound effect
All leading up to one centre – the STAR. The most prominent element of the Musical ensemble; the most prominent signifier.
STAR gives out multiple signs and symbols.

6. Semiotics of Music Video
THE STAR SYSTEM
The STAR system developed in the 20th Century
Role models
Superior and Special
Glamorous and Successful
Dream-like
At the same time extremely Human and Average
The star system introduced two phenomena's into the study of Music Video

8. SEMIOTICS OF MUSIC VIDEO
THE STAR SYSTEM
Identification - a process by which viewers become attached to a star – giving rise to the fan culture where the singers become the audience’s ideal. Identification doesn’t necessarily have to be based on appearance or sex.
Objectification- a process usually applied to towards the other sex (mostly women) where the star is reduced to a ‘visual pleasure’.

9. SEMIOTICS OF MUSIC VIDEO
CASE STUDY
Jennifer Lopez’s and Ja Rule’s I'M REAL The video starts with Lopez standing in front of her shabby cabin, looking happily and relaxed into the camera. A medium en full shot shows Rule, rapping down the streets with his basket ball, rapping in front of a graffiti wall and rapping in a red room with Lopez behind him. Later in the video, the stars appear in an indoor basketball field together, wearing different outfits, addressing each other and the camera . We see a park with people, the couple having fun in the sun and at a party at night. In the end sequences, a new location is being introduced, namely a red convertible. Throughout, the sequences are intermingled with atmospheric shots of guys working out and girls watching them, with images of girls in bikini, men playing basket ball and children on a play ground.

10. SEMIOTICS OF MUSIC VIDEO
CASE STUDY
Basketball, Graffiti Walls, Character profiling (Signifiers) - The world that is being presented is that of a predominantly black American community, living in bungalows and playing basketball (Signified)
“I’m Real” (Signifier) – Story about ordinary individuals, about acceptability, warmth and friendliness (Signified)
Exercise Task 1: Identify More Signs and Symbols