Development in the Internet and technology has transformed and influenced both audiences’ behavior and needs as well as media industries. In the late 20th century, MTV or Music Television was a popular 24-hours music platform and cable television network. It debuted in 1981 with the “Video Killed the Radio Star” by the Buggles broadcast; the format of MTV is to introduce news related to music between music video clips (The Editors of Encyclopædia Britannica, 2023). The transformation served new experiences of audio visuals to viewers which led to the rise of more aesthetic MV or music video. At the end of the 00s era, the music video hit its low point due to budgets drying up; however, their re-emerge is a key to today’s popular culture (Vernallis, 2013). Significant changes of productions, visuals, and society ideologies can be seen when comparing the era of MTV and MV. The infused of aesthetics, cultures, sexual embodiment, politics are now appearing and present on music videos; it enable audiences to experience the world wider which leads to the expansion of popular music cultures (Arnold, Cookney, Fairclough, & Goddard, 2019).

Miley Cyrus’s Wrecking Ball music video indicates notable changes in music industries in terms of audiences’ consuming behaviors, preference, and society acceptance. The music video shows Miley Cyrus’s nearly naked body almost throughout the whole music video. Such portrayals of pornography would not be allowed during the MTV time. Alcohol or similar products that replace it is banned from appearing on the broadcast (Vernallis, 2013); let alone naked images. Miley Cyrus is famous for her role as Hannah Montana in kids tv show, Disney Channels. The release of the music video caused a lot of criticism and many viewers labeled her as a bad role model for younger fans (Frankel, 2013). However, it indicates how the new media is evolving and anything can be viewed as art forms. Moreover, popular culture is now involved with many feminist activities when compared to the past (Arnold, Cookney, Fairclough, & Goddard, 2019). Beside Miley Cyrus, other artists like Jennifer Lopez, Nicki Minaj, Doja Cat, and Alessia Cara also use varieties of strategies to directly state their opinion and challenge society’s ideology of contemporary body image. The use of body image ideology in music videos is an important movement for celebrities to continue their popularity and in game. Furthermore, colors are vital parts of production practices. Colors are now cultural fashion and dependent as it is free from race, genre, and gender (Vernallis, 2013). From Miley Cyrus’s Wrecking Ball music video, the use of gray background makes Miley’s body and her white clothes pop up in a subtle way and yet impacing with her performance on the wrecking ball. This explains that colors are also part of the digital media new possibilities in the perspective of pop culture, audience experience and society ideology (Vernallis, 2013).

By Chawanrut Boonrapongcharoen (33813021)

References:

Arnold, G., Cookney, D., Fairclough, K. (2019). Introduction: The Persistence of the Music Video Form from MTV to Twenty-First-Century Social Media. Music/Video: Histories Aesthetics, 172-174.

Frankel, G. (2013). Girls just want to have fun: Criticism of Miley Cyrus is uncalled for. Girls just want to have fun: criticism of Miley Cyrus is uncalled for. https://bowdoinorient.com/bonus/article/8568 

The Editors of Encyclopædia Britannica. (2023). MTV. Encyclopædia Britannica. https://www.britannica.com/topic/MTV

Vernallis, C. (2013). Music Video’s Second Aesthetic. Unruly Media: YouTube, Music Video, and the New Digital Cinema, 207-233. doi: 10.1093/oxfordhb/9780199733866.013.0016