Anders Nørrevang

Studenteropgave: Speciale


The objective of this thesis is the phenomenon of transition and meaning in music video transmission and consumption in a digital media order. A new mediated communication situation formed by merging interaction between production, distribution and reception that brings new complex positions into play as media roles blur. The main focus is: What happens when the music video changes distribution channels from television and take part in a digital distribution form, where users construct meaning to the text through the use of the Internet and digital social networks? What happens when media contracts former separate society groups, media institutions, resources and values in the debate and construction of music videos? In order to understand this complex music video phenomenon the text combines a pragmatic methodology of empirical digital field observations with expert interviews. The theoretical approach employed in this thesis is based on a sociological perspective (Bourdieu and Goffman) and an eclectic range of media and communication theory (Shannon and Weaver, Poulsen, Jenkins, McLuhan, Meyrowitz). To enlighten readers with the tendencies within communication of the modern music video, the thesis combines a historical case of television channel MTV (Music Television), as part of an old music video system, with contemporary cases of new social networks sites such as YouTube and Facebook. During the late 1960’s up till the beginning of 00’s music videos have only been transmitted to viewers in a one‐way form within a ranged order of television broadcasting companies. The programming and presentation of commercial lucrative bands were therefore organised and programmed by professionals working within the television networks and the music industry to attract a broader audience. This media monopoly of the genre has since the birth of the Internet changed. In online media environments consumption and communication of the genre is transforming as new channels have emerged and constantly continues to develop new ways to interact with users. This pushes and blurs established performances and roles of the traditional gatekeeper, the producer and the consumer. This thesis discusses a new flexibility in the communication process of the videos that become ambiguous within a digital ‘noisy’ field where everybody is able to share information and bring meaning to the text.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato1 jun. 2011
VejledereJørgen Lerche Nielsen


  • Kommunikationsmodeller
  • Musikvideo