• music theorists •

 My research on music theorist?

Music video theorists have contributed to understanding the relationship between music videos and the broader cultural, social, and artistic contexts. These theorists analyse how music videos function as visual texts and explore how they convey meaning, influence popular culture, and reflect societal issues.

for example:

John Fiske

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•Contribution: John Fiske is known for his work in media and cultural studies, particularly in examining how audiences interpret and engage with media texts, including music videos. He focuses on semiotics (the study of signs and symbols) and how meanings are constructed through images, sounds, and lyrics.
•Key Concept: Negotiated Reading - Fiske suggested that audiences don't passively consume media, but actively interpret it based on their own social context, experiences, and beliefs. In the case of music videos, viewers bring their own cultural understanding to the content, which can lead to diverse interpretations.

•Relevance to Music Videos: Fiske's work helps to understand how music videos communicate multiple layers of meaning, such as through the interplay of the song's lyrics, the artist's image, and visual symbolism.