Publication: Estrategias narrativas y de representación en el videoclip de la música andina indígena en Ecuador
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2022-02-15
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Universidad Complutense de Madrid
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Abstract
En los últimos años, el video musical ha resurgido para tomar fuerza e instalarse en las diversas plataformas que alojan materiales audiovisuales. Un formato estrella de la televisión por cable dentro de la cultura popular de los años 90 se adapta ahora a la lógica de los nuevos medios digitales. Esta adaptación significa el acercamiento del video musical a los distintos públicos, el surgimiento de otras formas de narrar y espacios para representar temas de diversa índole. El carácter versátil, las reglas no tan claras y la espectacularidad del género provocan la atención del mercado musical. Dicho fenómeno de resurgimiento y consolidación del video musical en la red no ha estado ajeno a la mirada de los productores audiovisuales y de las agrupaciones de música andina indígena en Ecuador. Estos dos actores, principalmente, se han percatado de que la inserción del video musical en la red digital conlleva oportunidades de trabajar funciones publicitarias y, además, generar estrategias de representación de la identidad cultural de los pueblos indígenas a través de la narrativa y la performance. En este marco, se da una aparición y un desarrollo sostenido de la producción de videoclips de estilo descriptivo, narrativo y performativo...
In recent years, the music video has re-emerged to gain strength and install itself in thevarious platforms that host audiovisual materials. A star format of cable television in the popular culture of the 90s is now adapting to the logic of new digital media. This adaptation means the approach of the music video to different audiences, the emergence of other forms of narration and spaces to represent topics of various kinds. The versatile character, the not so-clear rules and the spectacular nature of the genre have attracted the attention of the music market.This phenomenon of resurgence and consolidation of the music video on the internet has not been alien to the eyes of audiovisual producers and indigenous Andean music groups in Ecuador. These two actors, mainly, have realized that the insertion of the music video inthe digital network brings opportunities to work advertising functions and, in addition, to generate strategies of representation of the cultural identity of indigenous peoples through narrative and performance. Within this framework, there is an emergence and sustained development of the production of descriptive, narrative and performative style video clips..
In recent years, the music video has re-emerged to gain strength and install itself in thevarious platforms that host audiovisual materials. A star format of cable television in the popular culture of the 90s is now adapting to the logic of new digital media. This adaptation means the approach of the music video to different audiences, the emergence of other forms of narration and spaces to represent topics of various kinds. The versatile character, the not so-clear rules and the spectacular nature of the genre have attracted the attention of the music market.This phenomenon of resurgence and consolidation of the music video on the internet has not been alien to the eyes of audiovisual producers and indigenous Andean music groups in Ecuador. These two actors, mainly, have realized that the insertion of the music video inthe digital network brings opportunities to work advertising functions and, in addition, to generate strategies of representation of the cultural identity of indigenous peoples through narrative and performance. Within this framework, there is an emergence and sustained development of the production of descriptive, narrative and performative style video clips..
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad II, leída el 08-07-2021