The aesthetic of the music video: a methodological proposal for the categorization of audiovisual music products, La estética de los videoclips: Propuesta metodológica para la caracterización de los productos audiovisuales musicales

Uribe-Jongbloed, Enrique ORCID: https://orcid.org/0000-0002-9415-7628 and Dow, Sergio Roncallo 2017. The aesthetic of the music video: a methodological proposal for the categorization of audiovisual music products, La estética de los videoclips: Propuesta metodológica para la caracterización de los productos audiovisuales musicales. Cuadernos de Musica, Artes Visuales y Artes Escenicas 12 (1) 10.11144/Javeriana.mavae12-1.evpm

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Abstract

The expansion of MTV and music videos worldwide has been presented as evidence of the globalization of international markets and their supposed aesthetic homogenization. Since its beginnings in the 80s, with its highest point in the 90s and now with its transformation in the YouTube era, the video clip has been cataloged as the aesthetic reference of an entire generation. However, beyond classifying it as a fast, delirious and spasmodic product, it has been announced as the very essence of this new globalized culture, without a specific recognition of its aesthetic characteristics. It is at that point where we make our contribution. Through this article we present an analysis matrix to study the aesthetic characteristics of music videos. To do so, we enter into aesthetic debates about the relationships between image and sound, assuming the song as the underlying text that motivates an audiovisual construction that complements it. Although the final product may result in only a large structure in which different products are classified, it serves as a tool to avoid generalizations about audiovisual content. In future proposals for analysis, it would be worthwhile to see reflected a careful use of these categories that serve to complement arguments about the cultural impact of video clips on international aesthetics. We offer, in this way, a tool to improve, which allows us to escape generic interpretations, providing rigor to the aesthetic search.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Journalism, Media and Culture
Last Modified:	29 Jun 2023 13:00
URI:	https://orca.cardiff.ac.uk/id/eprint/154874

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