Music Video: Video before 2000- Messages and values

Prior to the 2000s, music videos primarily served as promotional tools for musical artists.
They were used to visually accompany songs, thereby enhancing the viewers’ overall enjoyment and understanding of the tunes.
Early music videos were often produced with a concert setting in mind—recorded live performances with the band or artist performing the song on stage.

Explicit and implicit messages about the song and the artist are often conveyed through visual cues and symbols in music videos.
Videos from this era often narrate the song’s story in visual format by presenting a series of events that correspond to the lyrics.
These can be interpreted by viewers in different ways, encouraging them to engage with the song and the artist on a deeper level.

The semiotic analysation of music videos allows deciphering of messages embedded in visuals, such as costumes, props, and settings, aiding in understanding the conveyed ideology.
Applying feminist theory, one can identify how gender roles and identities are portrayed and reinforced, and assess how these depictions might influence society’s views of women.
Psychoanalytical theory helps in understanding the unconscious meanings and motives behind creative decisions in music videos.

Artists and directors of music videos use this medium to project their personal and cultural values and ideologies.
Pre-2000 music videos often reflect societal norms of their time, illuminating cultural trends and broadcasting certain messages into the public sphere.
Some stored political messages within their content to subtly or overtly critique societal norms and structures.

Viewers decode the music videos based on their individual set of beliefs, cultural background, and life experiences—thus making possible multiple interpretations of the same video.
The interpretation of the music video is also influenced by factors such as the mood, lyrics of the song, and the public image of the artist.

Music videos can have a strong impact on the public’s perception towards a certain issue, a demographic group, or the artist themselves.
Through visual storytelling, music videos can contribute to shaping societal narratives, instigating social change, or reaffirming existing norms.

It’s essential to critically analyse the way music videos convey messages and values, considering their significant impact on shaping public consciousness.
Consider potential ethical dilemmas, such as the perpetuation of stereotypes, objectification, or glamorisation of harmful behaviours.