Visual and Narrative Strategies in Music Videos
The purpose of this article is to explore how visual and narrative strategies in music videos can be used to negotiate various aspects related to queerness such as subversion, aesthetic pleasure, and mainstream appeal. Throughout the article, I will delve into different types of visual and narrative strategies employed in music videos, their impact on the viewers' interpretations, and their implications for cultural understandings. In particular, I will focus on sex, sexuality, eroticism, and intimacy.
Negotiating Queer Subversion
One way that visual and narrative strategies are used in music videos is to negotiate queer subversion. This refers to the act of challenging societal norms and expectations around gender and sexuality through unconventional representation.
In the video "Friday" by Rebecca Black, the artist subverts traditional gender roles by portraying herself as a boy who goes out partying with his friends, dresses up in drag, and kisses another girl. By doing so, she challenges traditional ideas about what it means to be masculine or feminine, and invites viewers to question their own beliefs and assumptions. Another example is the video for Lady Gaga's song "Born This Way," which features a diverse cast of characters representing a range of identities and expressions of gender and sexuality. The video encourages viewers to embrace individuality and celebrates self-expression beyond traditional categories.
Aesthetic Pleasure
Another aspect of visual and narrative strategies in music videos is their ability to evoke aesthetic pleasure. Music videos often feature vibrant colors, dramatic lighting, and choreography that can be visually appealing and entertaining.
The video for Dua Lipa's song "New Rules" uses bold colors, flashy costumes, and high-energy dance moves to create an energetic and exciting atmosphere. In addition, the video for Beyonce's song "Single Ladies (Put a Ring on It)" incorporates a variety of different dance styles, including hip hop and modern, to add visual interest and creativity to the performance. These types of visual elements can also serve to enhance the overall experience of listening to the music itself, creating a more immersive and engaging experience for the viewer.
Mainstream Appeal
Visual and narrative strategies in music videos can also negotiate mainstream appeal by catering to popular tastes and preferences. Many music videos aim to attract a broad audience through catchy melodies, relatable lyrics, and recognizable imagery.
The video for Taylor Swift's song "You Belong with Me" features a storyline about unrequited love and teenage drama that resonates with many viewers. By making the content accessible and easy to understand, it becomes more likely that people will share the video with others and increase its reach.
Some artists choose to challenge mainstream expectations through controversial or provocative imagery, such as Miley Cyrus's infamous MTV Video Music Awards performance where she danced provocatively while singing her hit song "Wrecking Ball." While this may have been shocking to some audiences, it also helped to generate buzz and attention around the artist and her work.
Visual and narrative strategies in music videos can be used to negotiate various aspects related to queerness such as subversion, aesthetic pleasure, and mainstream appeal. The impact of these strategies on the viewers' interpretations and cultural understandings is complex and multifaceted. Some viewers may find themselves challenged and inspired by the representations they see, while others may feel repelled or confused.
The power of these strategies lies in their ability to spark conversation and debate, encouraging us to question our assumptions and explore new ideas about identity and expression.
How do visual and narrative strategies in music videos negotiate queer subversion, aesthetic pleasure, and mainstream appeal, and what are the implications for audience interpretation and cultural understanding?
In her study of music video artistry and its relationship with gender, identity, and culture, Jennifer L. Fleeger (2019) asserts that "visual and narrative strategies" often serve as effective tools for challenging normative notions about sexuality, gender roles, and social conventions.