Music Video (Madonna) essays

Music Video (Madonna) essays Sally Stockbridge claims that the meaning of rock videos "varies depending upon the context in which they are viewed, and the context or positioning of the viewers or fans." It may be apparent that music video is a social institution where record companies manipulate listeners by using an all-embracing ideology of consumption and where listeners are expected to unconditionally accept the constant ideological meanings of the label's bands, but listeners simply won't respond in a pre-determined manner (Wicke, 1990:79). Music is placed in the context of their everyday life and leisure, and within this context they interpret it using their own meanings and values based on the background of their own social experiences which they have developed over a lifetime. As "consumers" react to music in a class-specific manner, the contexts they place the music in have become more and more densely packed (varied). The music industry has recognised the diversity of the listening audience and have co mprehensively surrounded rock music with a cultural context made up of fashion, magazines, media images and the aura of its stars (Wicke, 1990:79). Thus these contexts develop into sub-cultures which, with their deliberate signs of being different, play an important role in the social conflict over the cultural meaning and value of rock music (Wicke, 1990:80). Youth subculture is positioned in opposition to "parent culture" and thereby is at odds with society's norms as it is perceived by society as a "delinquent culture"; However, this undermines its importance as a legitimate expression of the fan's attitudes, beliefs and values (Leonard, 1997:240). Youth culture is influenced by music video, as it is a vehicle for the issue of youth's "social and moral obligations". Madonna is an extremely socially conscious performer who has noticed this and has addressed the most traditionally hidden part of music culture by allowing fans to adopt her persona (as se...