THE VISUAL LANGUAGE OF MTV SPOTS: VIDEODESIGN AS AN EXPRESSION OF POSTMODERN CULTURE / A LINGUAGEM VISUAL DAS VINHETAS DA MTV: VIDEODESIGN COMO EXPRESSÃO DA CULTURA PÓS-MODERNA
AUTOR(ES)
CARLA CRISTINA DA COSTA TEIXEIRA
DATA DE PUBLICAÇÃO
2006
RESUMO
The research presents a case study of MTV on-air promos and discusses the relation between the visual language of MTV - with an analysis of its history, programs, sceneries, video clips and VJs -, and postmodern culture. MTV visual language may be considered a privileged locus of reproduction of postmodern expression insofar as it is a legitimate product of the cultural industry. The teen audience of MTV consumes various commodities that are linked to the artists whose video clips are played in the broadcasting station. Besides, MTV adopts an avant-garde language, also expressed in its promos, to continue maintaining the young audience s attention. This kind of public is always eager for novelties that are continually discarded, true to the pattern of postmodern ephemerality. The videodesigner´s workplace consists of a broad array of computer-based technical resources, such as image edition softwares. These resources are part of the process in which the videodesigner becomes both a product and a reproducer of postmodern culture, while developing the promos that will be displayed to millions of people on television. Postmodern aspects, such as fragmentation of ideas, ephemerality, continuous present, pastiche, globalization, time-space compression, cultural industry, generalized consumerism, and others, will be discussed from different angles and compared to the visual language of MTV and its on-air promos.
ASSUNTO(S)
post-modernity design pos-moderno televisao television postmodernism pos-modernidade pos-modernismo postmodern design
