A multimodal analysis for an updated vision of women in music videos

Abstract

A democratic society is characterised by the respect accorded to the dignity and rights of all its members. These values are also transmitted by high-consumption media cultural products such as music videos. This article discusses the representation of women in music videos published in Spanish on music broadcast platforms in 2019 in order to observe the multimodal discourses to which our society is exposed. After identifying a total of 4197 videos, 47 of the highest emission frequencies were extracted. Using the qualitative data analysis programme ATLAS.ti, narrative, linguistic and visual resources, as well as cinematographic components, were analysed. The results reveal clear attacks on female dignity. Normalised sexist violence is observed in songs on the Hispanic market, where women are commodified as sexual objects on both audiovisual and linguistic levels. Hierarchical relationships are also shown, which position women on an inferior plane. In conclusion, commercial channels broadcast music videos from the Hispanic market that violate feminine dignity.