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Dicaire Eric 2019 Thesis.Pdf Playing for Change: the Crystallization of Time, Space and Ideology in a Music Video from Around the World By Eric Dicaire A thesis submitted to the Faculty of Graduate and Postdoctoral Studies in partial fulfillment of the requirements for the degree of Master of Arts in Communication Supervisor: Boulou Ebanda De B’béri In the Department of Communication University of Ottawa © Eric Dicaire, Ottawa, Canada, 2019 PLAYING FOR CHANGE ii Abstract Online music videos have become a space for new cultural articulations. These articulations differ from one video to the next, as each instance mobilizes a particular set of production practices aimed at a specific purpose. From a theoretical standpoint, it is therefore challenging to qualify the broad cultural significance of these media objects. This thesis proposes a potential remedy to this issue, using a theoretical framework based on the theories of articulation, encoding/decoding, and crystallization to assess the cultural significance of an ideologically driven music video produced by Playing for Change—a not-for- profit organization with a mandate of uniting the world through music. These theories reveal how a cosmopolitan ideology is crystallized into the production practices of Playing for Change’s music video “One Love”. Through this theoretical mobilization, I examine the plurality of identities distilled in the music video, since it functions as a political, economic, and ideological object. These identities are crystallized on multiple levels, leading us to question whether complex articulations of this type can ever fully be conceptualized. Ultimately, I argue that the burgeoning field of music video studies must continue exploring theoretical models in order to develop adequate tools for analyzing the various elements, including discursive constructions, which characterize these complex, yet valuable, cultural objects. PLAYING FOR CHANGE iii Table of Contents Introduction ....................................................................................................................................1 Research Questions ......................................................................................................................5 Thesis Outline ..............................................................................................................................7 Literature Review ..........................................................................................................................8 What is a Music Video? ...............................................................................................................9 From Beatlemania to MTV .......................................................................................................9 24-hour Musical Coercion ..................................................................................................... 11 Music Video’s Death and Resurrection ................................................................................. 12 Theoretical Frameworks .............................................................................................................16 Encoding/Decoding as a Theory of Articulation ........................................................................17 Theorizing Culture and Ideology ...............................................................................................21 People-centered ideologies ................................................................................................23 Structures of dominance ....................................................................................................26 The author as activist .........................................................................................................29 Structural anthropology .....................................................................................................30 Combining two paradigms .................................................................................................32 The Political Economy of Cultural Production ..........................................................................34 The Limits of Encoding/Decoding .............................................................................................34 The Crisis of Ideology ................................................................................................................35 Bridging the Gaps with Deleuze ................................................................................................36 Playing for Change .....................................................................................................................40 Methodology .................................................................................................................................43 A Brief History of Social Semiotics ...........................................................................................44 The Method of Multimodal Social Semiotics ............................................................................46 The Pros and Cons of Social Semiotics .....................................................................................48 The Method of Articulation ........................................................................................................50 Multimodality, Articulation, and Crystallization .......................................................................50 Beginning and Audiovisual Analysis .........................................................................................52 Musical elements ...............................................................................................................54 Visual elements ..................................................................................................................57 PLAYING FOR CHANGE iv Linguistic elements ............................................................................................................57 Data Collection and Analysis .....................................................................................................60 Findings and Analysis ..................................................................................................................61 Musical Perspective, Classification Structures, and Lyrical Themes ........................................64 Musical perspective ...........................................................................................................65 Classification structures .....................................................................................................68 Musical Time and Symbolic Structures .....................................................................................74 Musical time .......................................................................................................................78 Symbolic structures and musical time ...............................................................................80 Crystallizing Time, Space, and Ideology ...................................................................................82 Discussion .....................................................................................................................................83 Political Economic Processes .....................................................................................................84 Politics, Economics, and Ideology .............................................................................................85 The Multiple Identities of “One Love” ......................................................................................86 Playing for profit ................................................................................................................87 Contradicting identities ......................................................................................................87 Levels of Crystallization ............................................................................................................90 Limitations .................................................................................................................................92 Areas for Future Study ...............................................................................................................94 Conclusion ....................................................................................................................................95 Appendix A ...................................................................................................................................97 Appendix B .................................................................................................................................101 Appendix C .................................................................................................................................111 Appendix D .................................................................................................................................113 References ...................................................................................................................................116 PLAYING FOR CHANGE 1 Introduction Through an analysis of the music video “One Love” by Playing for Change (hereafter PFC), this study investigates how Gilles Deleuze’s crystallization theory, Stuart Hall’s Encoding/Decoding theory, and cultural articulation theory can be applied to reveal the cultural significance of music videos
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