VIDEOCLIPUL MUZICAL: INTRE INDUSTRIE CULTURALĂ ŞI EXPRESIE AUDIOVIZUALĂ
THE MUSIC VIDEO: BETWEEN CULTURAL INDUSTRY AND AUDIOVISUAL EXPRESSION

Summary/Abstract: The article examines the music video as an audiovisual form positioned at the intersection of cultural industry, advertising, musical film and artistic expression. Starting from the expansion of music television in the 1970s and 1980s and fromthe consolidation of the MTV model, the study follows the mechanisms through which the music video becomes a promotional tool, a field of visual experimentation and a means of constructing the star image. The article discusses the contribution t offilm directors to the development of the genre, the classifications proposed by E.Ann Kaplan and the difficulties of establishing stable classifications in a domain defined by mobility, hybridization and continuous reinvention.

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