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Comunicar Journal 22: Edu-communication in a Global World (Vol. 11 - 2004)

Videoclips: getting images in a second


Carolina Fernández-Arismendes


It is our intention to determine which gender stereotypes are present in music video clips. We will also focus on other exiting alternatives to the construction of man and woman concepts in our current society. The video clip language has, as one of its characterisitics, the display of instant and ephimeral images whereas gender stereotypes are estatic. However, the referred stereotypes are visible in our society because they belong to the worldwide consumption that mass media promote. Thus, the video clip form part of the so called «express culture» directed towards the young people as a target.


Music video clips, modernity, post modernity, seduction, mass consumption, stereotype, gender