Music video is a many-facetedmultidiscursive phenomenon meaning it has a lot to it and is layered. Music videos tend to be seen as a form of low-brow popular culture.
There are two rough groups of music videos; performance clips and conceptual clips. A performance clip is when the video mainly shows the artist singing or dancing and a conceptual clip os when the video includes shots of something else throughout the video usuall things with artistic ambitions.
In one type of performance, the performer is not a performer anymore, he or she is a materilisation of the commercial exhibitionist. The performer is seen as a monger of their own body image which means that they are selling their image like when they change thier outfit, this is because they are selling everything to be in the spotlight for example selling their voice, face, lifestyle, records and so on. This commercial exhibitionist wants success and tries to evoke the charisma of stardom and sexuality, he or she wishes to embody dramas of celebrity, to be an icon, the center of procreative wishes.
A television bard is another type of performance, this is a singing storyteller who uses actual on-screen images instead od inner, personal images. They transform the banal story which is depthless of the lyrics employing on-screen images to create a story about life and death.
The third type of performance is the electronic shaman, sometimes the shaman is invisble and it is only her or his voice and rhythm that anchor the visuals. The electronic shaman promises that there is a hidden meaning in everything.
All three performance types can be seen in Cher's music video Believe.
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