La estética de los videoclips: Propuesta metodológica para la caracterización de los productos audiovisuales musicales

Abstract

The expansion on MTV and music videos worldwide has been hailed as proof of the globalization of international markets and their supposed aesthetic homogenization. From its beginnings in the 80s, throughout their heyday in the 90s and up to today's hype in their YouTube incarnation, music videos have been set as the aesthetic measuring rod of a generation. However, beyond its description as fast-paced, astounding and hectic, it has been considered the essence of a new globalized culture, without any specific in-depth study of its aesthetic qualities. That is where we bring our contribution. Through this article we offer a codebook to organize the aesthetic elements of music videos. In its development we engage with a discussion about the aesthetic links between image and sound, taking the song as the underlying text that prompts an audiovisual construction to complement it. Thus, we offer a tool-in-development that can serve us to go beyond general interpretations, providing rigorously obtained information about aesthetic pursuits.