Ócio jovem e o consumo de videoclipes pop:­ um estudo exploratório

Abstract

A song, especially that which is sung, is a daily companion of the western people, very particular of the young. As such, musical production is strongly coveted by the Creative Industries, especially the record companies which, by exploring it, always look for new potentialities and new markets. For example, image became a composite virtually inseparable from the song, thus fostering a more salable product, via the internet, with easy access to any young person anywhere. The purpose of this article is to evaluate the influence in the young, of pop music video clips, to whom they are specially directed. In this study we chose to analyze one of the most popular video clips, looking to understand them, specifically the part of their music and of the respective images on the videoclip, and to profoundly appreciate how these conditionate the ways teenagers enjoy their leisure time. Thus, a core issue here is related to the ways, and their decoding, that these latest extensions of music (the video clips) can have on the young people. The main question that arises is: what kind of influences visual music, and its omnipresence, imposes in the quality of leisure moments experience by the young? The present research approaches this subject from a point of view of the Cultural Studies, understood as an area of interdisciplinarity that allows us to articulate thematics from the Cultural and the Creative Industries, the areas of leisure studies and the model of communication by Stuart Hall, "enconding and decoding", to proceed to the empirical material analysis that was produced from the visualization of a video clip by a group of young people. The study presented here is exploratory and integrates a larger area of scientific investigation leading to a doctoral thesis.