Muzički video spot
Music Video

Summary/Abstract: In this paper the appearance of music video, its specific form in the media and development over time is considered. Since music videos consist of music, text, tune, images and often some additional sounds, an audio-visual analysis of videos is presented. Considering the aesthetic message carried by videos, a classification with incorporated typology has been created, dividing them by their contents. Three separate traditions of music videos have been spotted: performance, narration and the conceptual approach of modern art. On the bases of interchange of these traditions, music videos could be divided into standard – that consist of all of the aforementioned traditions, narrative – where narrative course has a lead role, performative – based on a taped concert or filmed performance of musicians, and artistic, i.e. conceptual videos. Special attention is given to the influence of music videos on young viewers, questioning the possibilities of manipulation and mediation of different kinds of messages by means of videos. Music video has proven itself as an ideal product of post modernistic society, offering interesting contents to be used in broader analysis of the society in which it came into existence, just as its own multilayered influence on the public.

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