Promoting Feminist Issues in The Contemporary Slovak Music Video: A Comparative Analysis of Katarzia’s “Hoří I Voda” and Eniesa’s “Melody”
Promoting Feminist Issues in The Contemporary Slovak Music Video: A Comparative Analysis of Katarzia’s “Hoří I Voda” and Eniesa’s “Melody”

Summary/Abstract: Music videos are generally produced as a marketing tool to promote musicians and to help them reach a wider audience through the media with national or potentially global reach (cable television, internet platforms). Utilizing a rich arsenal of audiovisual means of expression together with the lyrical content of songs, the promotion aspect of music videos is occasionally combined with different artistic ambitions. Musicians and video makers may offer a social commentary or critique, advance ideological, even overtly political messages. Two recent videos for Slovak female musicians Katarzia and Eniesa were concerned with arguably very similar social issues included in the contemporary feminist discourse (particularly sexual and reproductive rights). Their comparative analysis based on the social semiotics approach of multimodal critical discourse analysis highlights two different approaches to emphasizing social responsivity and responsibility of the typically promotional – i.e., marketing – medium of music videos.

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