Sycretic strategies of production of meaning in videoclips. Relations between forms of expression and content in the analysis of Britney Spears' If you seek Amy
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Sycretic strategies of production of meaning in videoclips. Relations between forms of expression and content in the analysis of Britney Spears' If you seek AmyAutor(es)
Data
2012Cita bibliográfica
Culture of communication / Communication of culture, 2012: 1773-1782. ISBN: 978-84-9749-522-6
Resumo
[Abstract] This article intends to discuss the syncretic strategies of production of meaning in the videoclip «If You Seek Amy», performed by Britney Spears and directed by Jake Nava. The methodology applied in our analysis is inspired by Greimas’ proposals on meaning and Hjelmslev’s discussions about syncretism, here divided into six types: a) fusion of the 1st species, when categories of content are homologous to categories of expression of different instances of substance; b) fusion of the 2nd species, when the comutation between categories of content and expression is suspended due to the neutralization of either one of them; c) isomorphic fusion, when figures of expression that belong to different instances of substance present compatible or similar forms, independently of any homologies with categories of content; d) implication of the 1st species, when there is the momentary hierarchical ascendance of the figures of expression of a particular instance of substance with respect to the others in terms of establishing homologies with categories of content; e) implication of the 2nd species, when a particular semiotics seems to assume permanently the instance of enunciate, while the others would assume the instance of enunciated enunciation; f) implication of the 3rd species, when the instance of enunciate shifts from one particular semiotics to another; Our target is to study how the verbal, visual and sound instances of an audiovisual text as a videoclip are articulated to produce the effects of unity, cohesion and coherence, and also to identify its most relevant rhetorical tools. Our methodology focuses on the relations between form of expression and form of content. Thus, although emphasis is given to the semiotization of figures of expression and to the discursive level of the plane of content, the other levels of analysis — and consequently the entire concept of generative path — are depicted as an indispensable perspective to the understanding of the relations created among the various semiotics that compose the videoclip
ISBN
978-84-9749-522-6