How do digital-era pop music videos depict cultural dynamics? What effect do they have on the media and communications?


The spread of social media platforms and the coming of digital innovations have affected the music business, changing how music is made, consumed, and shared. Popular (pop) music recordings, specifically, have seen an emotional change, outfitting the powers of digital stages to contact worldwide crowds and speak with fans in new ways (Johnson and Ziarek, 2020). The rise of Internet video streaming platforms has led to an increase in the consumption of music videos, according to industry studies. According to Barker (2012), for instance, YouTube, one of the most conspicuous settings for music video dispersion, uncovered that music recordings made for the greater part of its most-watched material, with fruitful deliveries accumulating billions of perspectives. This data features the gigantic reach and perceivability that pop music recordings might procure in the web domain.

Furthermore, the introduction of social media platforms has allowed artists and fans to connect more intimately, generating a feeling of community and fan involvement. Likes, shares, and comments on social media give a quantifiable assessment of the effect of pop music videos (Bauwens and Lievens, 2015). The viral dissemination of music videos on platforms such as Instagram, Twitter, and TikTok shows the potential of visual material in catching the audience attention and sparking cultural dialogues. The democratisation of video creation and dissemination has also aided the emergence of pop music videos (Eggo, 2016). The progress of technology has made it easier for artists to make aesthetically attractive videos, blurring the boundary between professional and amateur productions. As a result, the visual styles, storytelling, and creative expressions in the mainstream music video scene have become more diverse.

Object of Study

The primary goal is to investigate the digital depiction of pop music videos: This goal is to examine the visual aesthetics, narrative approaches, thematic components, and production strategies used in pop music videos in the digital era. It seeks to find the distinct traits and trends that affect the audio-visual depiction of pop music. The secondary goal is to examine the cultural effect and relevance of pop music videos in media and communications. It aims to comprehend how these films influence and reflect cultural values, societal trends, identity development, and social movements within the context of the media and communications ecosystem.

  • To examine the aesthetic and conceptual features of contemporary pop music videos
  • The purpose of this study is to look at the cultural effect and dynamics impacted by pop music videos
  • To investigate how audiences react to and perceive pop music videos
  • To conduct a thorough literature research on pop music videos, digital media, and cultural dynamics

Research Questions

  • How do digital-era pop music videos depict cultural dynamics?
  • What effect do they have on the media and communications?