Starost u muzičkom videu: antropološka perspektiva
Old Age in a Music Video: An Anthropological Perspective

Summary/Abstract: The anthropological analysis is focused on the five music videos that use old age and old people in different ways. Music videos are treated as commercial messages of their own kind whose primary task is to draw attention to the performer and the song, whereas old age – no matter whether it is only introduced by the text or the video itself – is considered as both the way to speak about the given social phenomenon and the indicator of an extremely fertile soil for creating stereotypes of every kind. Apart from the segment of the analysis of the music video as a commercial, which puts to the fore the used pairs of oppositions and, consequently, the singling out of the most present motives related to old age, ageing and old people in videos, the second part of the paper introduces the analysis of reception on the YouTube website as a medium dominating in the contemporary presentation of a music video.

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