MV’s Communication And Value From Musical Sociology’s Perspective

MV is a form of art expression that makes music combined with imagery, falls within the ambit of musical artistry. Because of the distinctive way of expression and a number of artistic characteristics, it becomes one of the most popular art forms just after decades’ development. At present, the researches of MV performed by most domestic scholars focus on its noumenon including its social function, aesthetic function and artistic creation etc. while the ones explored from music sociology’s point of view were really rare.This paper will detailedly analyze and interpret MV based on two key elements(originators and audiences) of MV diffusion process and music communication relevant knowledge from the visual angle of sociology of music. It will try to investigate the social value of MV from the perspective of its audiences in the hope of breaking through the past investigation thoughts only restricted to the MV itself, filling the investigation gaps and making a contribution to the construction of theory upon MV research. In addition, the author wish to use this paper to stimulate more investigators to pay close attention to music communication activities. The brief introductions of 4 chapters of this paper are shown as follows.Chapter 1 expounds the differences between "MV" and "MTV". Based on senses of orientation of quite a few factors, the author finally appeals to take "MV" as the appellation of the art form which utilizes short films integrating songs and imagery to represent the glamour of art. Meanwhile it expounds why "M"(Music) leads "V"(Video) in MV, defines what is MV and simply hackles the development history of MV. Chapter 2 provides the basis of the new classification angle of MV via collecting,generalizing and arranging corresponding data. It classifies MV into 5 types officialversion, concert version, fan made version, live version and vertical version. Then it analyses and elaborates the social factors brought by MV. Chapter 3 analyses how the communication effect of MV is generated from creators’ and audiences’ perspective that is based on the analysis of their psychological peculiarities and applies empirical research. Chapter 4 analyses the social value of MV from audiences’ angle which is inspired by "music commodity" correlative concepts. This social value will be subsumed into two broad categories: core value and added value.