The purpose of this study is to see how gender is produced in one music video, chosen by a stratified, purposive sampling. This is done partly by studying the visual and linguistic dimensions of the text, partly by defining its discourse. The analysis is conducted by using MCDA (Multimodal critical discourse analysis). To study the material, the video was segmented into smaller sections based on the parts of the song (chours, verse etcetera). The semiotic resources that is considered in this analysis is participants, gaze and poses. The result of this study shows that, in this particular music video, gender is portrayed in similar ways through the resources. The gender of the dominant and strong woman is mostly portrayed through hands placed in the waist, legs placed wide and a neutral face combined with eye contact or hidden eyes/gaze. The innocent, emotional woman is portrayed through a including gaze towards the viewer. The gender man on the other hand is portrayed as dominant and strong through a intense, observing gaze and a relaxed body in combination with a broad-legged position. It also became clear that women were more sexualized that men in the video, even though they both established dominance through the same use of the resources in the bigger part of the video. The discourse for the material was connotated to be mostly a sexual discourse with a hint of and emotionaland/ or love discourse.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:oru-83424 |
| Date | January 2020 |
| Creators | Nordeman, Linda |
| Publisher | Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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