Multi-modalities in Music: The Videoclip as a Tool for Re-signification in Pop Song
Multi-modalities in Music: The Videoclip as a Tool for Re-signification in Pop Song

Summary/Abstract: This article describes how videoclips can be used to re-signify a song and even a music genre. Reggaeton is a music style with almost thirty years in the music market. It has been considered a symbol of sexism due to its lyrics and videos that present male artists in hedonistic situations where womenare shown as pleasure objects. In 2019, Bad Bunny launched the videoclip of the song Caro. Presenting a visual narrative that shows a girl playing the role of the singer, this video contributed to change the sexualized image of women in this music style. Through the images, the video tells a story of inclusion and redemption from historically discriminated communities. This visual narrative, at some point unlinked to the original song and genre, has positioned this artist as an important referent of the LGBTQ+ community and has relaunched reggaeton as a genre with which people of these communities identify and share values. In order to understand this phenomenon, and based on the media models of Lars Elleström, NicholasCook, and other authors, we present an analysis of the videoclip Caro considering the interaction of music, lyrics, and visuals. From this analysis, it is possible to assert that music videos can be rich and complex forms of mediality. By implementing changes in the semiotic modality, the video clip of Caro overlaps and creates media integration; which according to Elleström “is the fundamental condition for mediality assuch.” Thanks to manipulation during media integration in video clips, artists re-signify and adapt their products to current social requirements even without changing the music and lyrics of their songs.

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