Essay Database

Sally Stockbridge claims that the meaning of rock videos "varies depending upon the context in which they are viewed, and the context or positioning of the viewers or fans." It may be apparent that music video is a social institution where record companies manipulate listeners by using an all-embracing ideology of consumption and where listeners are expected to unconditionally accept the constant ideological meanings of the label's bands, but listeners simply won't respond in a …

…audience actually derive any realistic and honest meanings from music videos? Music video can be very influential in how society perceives itself; however, it doesn't mirror society's values, glorifying poor moral values and condemning normality. Therefore, viewers have a choice to interpret the clip based on their own meanings and values; they may take it seriously or render it as redundant and meaningless banter which serves no real use (apart from momentary entertainment) to society.