MUSIC VIDEOS AND BASIC HUMAN VALUES: A DISCOURSE ANALYSIS OF THE VALUES PORTRAYED IN MUSIC VIDEOS FROM 1980-2015
Abstract
Jimenez, J.R. (2016). Music videos and basic human values: a discourse analysis of the values portrayed in music videos from 1980-2015. Unpublished Undergraduate Thesis. University of the Philippines College of Mass Communication.
This thesis looked into the portrayal of basic human values in music videos and how they have changed in terms of how they manifest throughout the years. The researcher used Shalom Schwartz’s framework as a guideline. The top three performance music videos from 1980-2015 were examined. The researcher found that the most common signifier of basic human values often included a power play among genders such as female objectification and female independence. Five out of ten values were signified by these at one point or another. The one constant value that was salient throughout the decades was hedonism. The changes in portrayal of hedonism were also interesting to note. As one might expect, hedonism was more often than not portrayed by sex and romance. However, throughout the years, hedonism became more explicitly showcased. In the early 1980s, hedonism was shown through romance and implicit sex. Towards the 2000s and the 2010s, hedonism almost exclusively became a value signified by scantily clad women and female objectification.
[[Category: <College of Mass Communication> Thesis]][[Category:< Department of Communication Research Thesis>]]