Representations of Youth Culture in Music Videos - Essay Example

Representations of Youth Culture in Music Videos For many decades, media has played a significant and influential role in lives of millions of people, as well as, a number of societies in different parts of the world that has resulted in noteworthy increment in the importance of media-related issues and its effects on different aspects of human lives. One of such areas that have received significance is media literacy that has developed considerably since few years. Now, different studies are being carried out to understand, analyze, and evaluate different aspects and effects of media on society, culture, religious and social practices in a varied manner. Besides significant role of the media, it confronts some limitations in terms of expression of ideas and aspects, and thus, selected versions are chosen and presented by different forms of media by the construction of images, texts, symbols meant for specific targeted groups and societies. Studies have indicated that symbols are intentionally used by different forms of media to express a specific idea that may affect norms and values of a society. (Laughey, pp. 11, 2006) In specific, studies have been carried out to identify hidden meanings of such constructed images, texts, sounds, etc. that play an influential role in social and cultural construction. For instance, scholars have indicated that specific colors are used in media for specific purposes, such as red for danger, and white for peace, which play a vital role in representing and influencing youth culture. In specific, this paper will discuss and analyze different notions of representations of youth culture in media, especially music videos. Studies have indicated that abovementioned authority and power of media to select and present specific perspectives has resulted in a number of social and cultural modifications in human thinking and individual practices. In a society, different individuals act differently and diversely in a society according to their cultural values; however, recent studies have noted that media has the control to modify such values in a drastic manner, and thus, it is imperative that such impact should be analyzed, in order to maintain cultural integrity in a society. During recent years, it is observed that media is not just used for entertainment purposes, and a number of organizations are endeavoring to influence the human thinking by presentation of selected images, texts, sounds, symbols, etc in a purposeful manner. For instance, African-American youth are often shown as frustrated and rejected members of the society that play a crucial role in thinking process of different adolescents of the society. Literature review has indicated that youth has been the highly targeted group regardless of gender differentiation for the representation of different symbolic structures in media, as they are considered to be in their developing stage, and thus, they can easily be modified socially, as well as, culturally. However, this group of youth is considered the most difficult one at the same time due to their dependency on others, as well as, some level of their own understanding. Moreover, a continuous change is observed in adolescents, which has been another significant cause of being the most targeted group in the society. Experts have indicated that cultural and social practices of youth have affected significantly by music videos specifically. One of the reasons of such impact of music videos on adolescents is that producers and directors create music video in such a manner that an adolescent can relate himself personally with it. A sense of youth belonging is represented in music videos that plays an important role in the construction of youth identity, and thus, influence youth culture in an efficient manner. In other words, music videos have been able to develop youth subculture effectively by the representation of distinctive strategies and interests. According to some studies, (Epstein, pp. 19-20, 1998) music videos represent youth culture with the help of tangible preferences, such as dressing, body language, hairstyle, luxury items, etc. Moreover, a number of intangible elements are being used by creators of music videos to represent, as well as, develop youth subculture, such as music genres, slang, etc. In this respect, music videos are providing a platform to the youth for the development of their new identity different from the identity created at home, workplace, and schools. Every society or locality consists of different youth groups; some having adolescents wearing pants or jeans way below their waistline, some with dyed colored hairs, some with pierced ears and eyebrows, and some with headphones with them all the time. (Bennett, pp. 40-42, 2000) A number of experts have indicated that all such observations depict different lyrics of contemporary popular music videos. Thus, it would not be incorrect to declare that media and particularly, music videos have been able to modify youth culture by their selected versions of symbols, sounds, texts, and images. Nowadays, music videos can be seen with singers, stars, and models with kooky and detestable hairstyles, while having a number of pierced body parts. A study was carried out to evaluate the impact of such representation in music videos, and it was observed that a majority of male and female adolescents passing by subway system in the morning and evening illustrated many singers and models worked in different music videos available in music stores, as well as, on the internet. (Kundanis, pp. 81-82, 2003) Another major cause of such significance to media is that adults feel a significant gap between adolescents and themselves, (Steinberg, pp. 46-47, 2006) and media is often considered as the basic responsible proof for such difference that is the result of youth interaction with media in a symbolized manner. Music is considered a source of entertainment and relaxation in almost every society in a symbolic manner; however, it has been a source of affiliation that can be observed in adolescents watching music videos of their favorite stars, which results in the creation of a virtual or cross-cultural relationship that is represented in music videos. In the year 2000, a group of teenagers participated in a study related to the kinship from music videos. It was observed that music genre and favorite singing star were some of the major deciding factors of friendship between these participants. A majority of adolescents in this study expressed dissonance with individuals that did not like their favorite bands. For instance, adolescents influenced by Britney Spears were more likely to be in friendship with someone who adores Britney as well and vice versa. (Weinstein, pp. 23-25, 2000) Development of future identity of young adolescents has been another imperative representation that is observed in a number of music videos. For instance, music videos portray masculine men with luxurious cars, money, and women. In the year 2003, (Kundanis, pp. 76-77, 2003) fifty adolescents were interviewed and it was indicated that a majority of the individuals accepted imagining themselves in those music videos having same luxurious characteristics. During the same study, adolescents having funky hairs and pierced ears were interviewed, and interestingly, a majority of youth referred such style to their favorite stars or music bands. In addition, some of the adolescents expressed their feeling that they look cool in such styles, which will impress girls easily. It should be noted that girls and women have been the dominating factor in contemporary music videos according to recent studies (Steinberg, pp. 51, 2006), which has resulted in similar representation of youth culturally and socially as well. One of the significant characteristics of media is its signifying capability in terms of culture, and music videos are precise examples of such signifying characteristic of media that has played an influential role in the development of youth subculture. Music videos are not taken only as source of entertainment; however, youth endeavors to understand their own existence and environment through depiction of various images, texts, symbols, etc with music that easily appeals adolescents in an effective manner. In other words, young adolescents are able to express and modify their cultural notions through medium of music videos, contrary to adult culture, where literature, knowledge, and experience perform the similar function. In the year 2004, (Steinberg, pp. 99-103, 2006) a study was carried out to understand the representation of youth culture in music videos and it observed a fascinating fact that music videos portray some symbols, texts, or hidden messages for adults only, and some for youth only. Interestingly, adolescents are able to distinguish messages intended for them from texts aimed for adults. In this regard, a more responsible and serious role of youth representation is played by music videos, rather than just entertainment and fantasy. Music videos have the ability of merging sound with symbols that result in a significant effect on the viewer. In addition, it seems that introduction of headphones and portable iPods has increased such impact of music videos, as nowadays, young adolescents are able to ignore and avoid their natural surroundings and identify their own existence while listening and watching their favorite music videos on their portable music devices. According to a number of medical experts, (Laughey, pp. 69-74, 2006) metabolism, heart rate, mood swings, and a number of other human functions are affected by watching music videos in adolescents and early childhood, and thus, such videos are able to drive their representation in adolescents in an efficient manner. Moreover, limbic system of human brain related with emotional decision-making (Jeanne Cavelos, pp. 97, 1999) is influenced by abovementioned changes in bodily functions, which is another significant characteristic. Consequently, youth ends up in responding physically and socially to such videos by imitating their favorite singing stars, copying hairstyles, hair colors, dressing styles, and endeavors to acquire luxurious things that are usually shown in music videos. In the year 2001, some experts studied the content used in popular music videos and compared it with social and cultural practices of adolescents that watch it, in order to evaluate any effect on youth culture. The study observed an emotional relationship between the content and young consumers. Experts indicated that young consumers created a kinship in which, they allowed their favorite singers or bands to represent their own ideologies. Consequently, they feel content of new music videos as their own philosophies, distinct and diverse from adulthood society. For instance, a number of musicians portray cultural icons in their videos that are used by young adolescents in the form of posters, tattoos, as well as, their language. Hip-hop and rap music videos have been the most influential music genres in portrayal of such icons through texts, images, symbols, and sounds. For instance, a study observed African Americans and some immigrants and indicated that youth from such group favored and liked rap songs that involved content and images of persecution and racism. In other words, music videos are means of representing, as well as, developing youth culture and subculture in an effective manner. According to personal observation, fiction and fantasy is often a major part of music videos; however, like identification of adult and youth messages, young adolescents are able to distinguish fiction from reality while watching music videos. A number of studies have indicated that adolescents prefer going out with individuals that like their favorite music bands and music videos, and thus, a community of interest is constructed by youth, which is represented in music videos. Like other communities and societies, members of such communities use specific cultural and social currencies to maintain their sub-cultural societies in their neighborhood, school, as well as, at home. (Keyes, pp. 83-84, 2004) In other words, common interests toward music videos and favorite bands and stars play the role of cultural values, and hairstyles, clothing, footwear, cars, money, and women become the major components and currencies of specific youth communities that are represented in music videos. Consequently, adolescents continue imitating and practicing content and images that is used by musicians in their songs and videos. In another study, some teenagers and young fans that accepted imitating their favorite musical icons were interviewed. It was revealed during the study that looks-related habits were not only imitated by these teenagers; however, habits related to health, hygiene, manners, etc. were also being imitated by these young fans that shows that representations of youth culture in music videos are not limited to musical world only. One of the examples of imitation is that a music video showed that the female model perfumed her ear lobes, and the next scene showed her boyfriend kissing her on ears. During the study, some of the female teenagers confessed that they were imitating the same after watching that music video, as an intention to be kissed by their boyfriends similarly. A number of similar imitations are performed by male teenagers as well, which has affected the youth culture in a significant manner. Conclusion This paper has endeavored to identify and understand representations of youth culture in media, particularly music videos. It is observed that music videos and musicians are playing a crucial role in the construction and modification of youth culture and sub-culture in a noteworthy manner. A number of studies have been discussed in the paper, which will allow extensive understanding of the related topic. Moreover, it should be noted that media and music videos do not portray effective and essential representations every time, and thus, such stereotypes should be confronted and resolved efficiently by youth and adolescents, in order to acquire a balanced and mediated culture and own identity. Conclusively, the paper has discussed and analyzed some of the significant aspects of representations of youth culture in music videos, as an attempt to understand and develop media literacy. Lastly, further research in the subject will facilitate in resolution of a number of media-related issues. It is hoped that the paper will be beneficial for students, teachers, and professionals in better understanding of the topic. References Andy Bennett. (2000). Popular Music and Youth Culture. St. Martin’s Press. Bakari Kitwana. (2003). the Hip Hop Generation. Basic Civitas Books. Bill Osgerby. (2004). Youth Media. Routledge. Cheryl L. Keyes. (2004). Rap Music and Street Consciousness. University of Illinois Press. Dan Laughey. (2006). Music and Youth Culture. Edinburgh University Press. Deena Weinstein. (2000). Heavy Metal: the. Da Capo Press. Jeanne Cavelos. (1999). the Science of Star Wars. Saint Martin’s Press. Jonathon S. Epstein. (1998). Youth Culture. Blackwell Publishing. Rose M. Kundanis. (2003). Children, Teens, Families and Mass Media: The Millennial Generation. Lawrence Erlbaum Associates. Shirley R. Steinberg. (2006). Contemporary Youth Culture. Greenwood Press. Total Words: 2111 Words Read More