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2016 Amandamariamarquescar Universidade de Brasília Faculdade de Comunicação – FAC Comunicação Social – Publicidade e Propaganda Projeto Final em Publicidade e Propaganda Orientadora Profa. Dra. Selma Regina Nunes Oliveira Nobody’s perfect: uma análise das imagens de Miley Cyrus em videoclipes Amanda Maria Marques Carvalho da Silva Brasília 2016 AMANDA MARIA MARQUES CARVALHO DA SILVA Nobody’s perfect: uma análise das imagens de Miley Cyrus em videoclipes Monografia apresentada ao curso de Publicidade e Propaganda da Faculdade de Comunicação da Universidade de Brasília, como requisito parcial para obtenção do grau de Bacharel em Comunicação Social com habilitação em Publicidade e Propaganda. Orientadora: Profa. Dra. Selma Regina Nunes Oliveira. Brasília 2016 AMANDA MARIA MARQUES CARVALHO DA SILVA Nobody’s perfect: uma análise das imagens de Miley Cyrus em videoclipes Monografia apresentada ao curso de Publicidade e Propaganda da Faculdade de Comunicação da Universidade de Brasília, como requisito parcial para obtenção do grau de Bacharel em Comunicação Social com habilitação em Publicidade e Propaganda. Orientadora: Profa. Dra. Selma Regina Nunes Oliveira. BANCA EXAMINADORA ______________________________________________________ Profa. Dra. Selma Regina Nunes Oliveira Orientadora ______________________________________________________ Profa. Priscila Monteiro Borges Membro ______________________________________________________ Prof. Dr. Sergio Araújo de Sá Membro ______________________________________________________ Prof. Dr. Wagner Antonio Rizzo Suplente Brasília 2016 AGRADECIMENTOS Agradeço primeiramente a minha família, que me apoiou e acreditou em mim mesmo sem entender direito até agora qual curso eu faço. Principalmente meus pais, Cynthia e Eduardo, meu irmão, Arthur, tios, Cláudia e Raul, avós, Gerson, Therezinha e Irá, e primos, Gerson e Raul, que me sustentaram, me deram abrigo, caronas, comida e roupa lavada para que essa graduação pudesse acontecer. Assim como também aceitaram minha ideia maluca de mudar de cidade praticamente sozinha ainda no ensino médio. Agradeço a minha orientadora, Selma Oliveira, pela calma e paciência em lidar com meu talento em protelar. Além de ter me sugerido o tema do trabalho, que é maravilhoso, Miley de fato é um caso a ser constantemente estudado. Sou grata também pelas orientações, que mais pareciam uma terapia pela leveza com a qual eram conduzidas. Agradeço aos meus amigos Guilherme Maragno e Karina Ferreira por me ajudarem a aguentar todos esses anos de UnB. Sem vocês eu não sei como teria conseguido sobreviver a essa Universidade, de verdade. Obrigada pelos conselhos, frases motivacionais, dicas de como seguir em frente e, principalmente, pelo trabalho sobre Big Brother, provavelmente o melhor que essa faculdade já presenciou. Aos meus amigos de São Luís, que mesmo de longe me fazem muito bem e, quando eu volto, fazem parecer que eu nunca me mudei. Em especial ao meu melhor amigo e parceiro pra vida, Gabriel Castro, por acreditar em mim e aceitar meu jeito de ser, sempre estando do meu lado pronto pra colocar um sorriso no meu rosto mesmo nos momentos mais difíceis desse trabalho. Agradeço ao Kaká, aos Jonas Brothers, McFly, Maroon 5, ColdPlay, Emblem3, Demi Lovato, Selena Gomez, One Direction, Backstreet Boys, Justin Bieber, Wesley Safadão, Anitta, ThaynaraOG, Jout Jout, JacksGap, FunForLouis, Marcus Butler, Ellen Degeneres, Andy Murray, Serena Williams, Novak Djokovic, Roger Federer, Stephen Curry, Kobe Bryant, LeBron James, Neymar, Rick Riordan, Dan Brown, Suzanne Collins, JK Rowling, Harlan Coben. Aos envolvidos nas séries e filmes Hannah Montana, High School Musical, The Flash, Arrow, Legends of Tomorrow, Supergirl, Supernatural, Gotham, Kingdom, Prison Break, Teen Wolf, Glee, My Mad Fat Diary, Power Rangers e Pokémon. Aos que participaram e produziram os realities Survivor, Big Brother, A Fazenda, Ink Master, Power Couple Brasil, The Voice, American Idol, The X Factor, RuPaul’s Drag Race e Bake Off. E, claro, a Miley Cyrus. Todos vocês (e outros que ficaram de fora) direta ou indiretamente foram muito importantes para que passar por tudo isso tivesse graça e fosse suportável. Thx. “Everybody makes mistakes Everybody has those days Everybody knows what I’m talking about Everybody gets that way. (...) I try to be delicate, Then crash right into it, But my intentions are good Sometimes just misunderstood, Nobody’s perfect!”. (Miley Cyrus) RESUMO O presente trabalho analisa como os videoclipes podem auxiliar na construção, afirmação e manutenção da imagem de artistas na cultura da mídia, principalmente dentro da indústria fonográfica. Para isso, utiliza a cantora e atriz Miley Cyrus para estudar os conceitos ligados à imagem nos estudos de Douglas Kellner. Tendo a vida exposta desde muito pequena, Cyrus teve que se reinventar para romper com o imaginário da série Hannah Montana, na qual ela interpretava as duas personagens principais desde seus 14 anos. É dado também um breve histórico do videoclipe e sua importância para construção da imagem dos artistas da sociedade pós-moderna. Posteriormente são analisados quatro videoclipes de Miley Cyrus, que representam fases marcantes da carreira da cantora e, portanto, têm em si imaginários de diferentes épocas da carreira da cantora, oferecendo o panorama ideal para os objetivos traçados. Desta forma, as conclusões apresentadas neste trabalho se tornam úteis para o estudo da manutenção da imagem de artistas dentro da cultura da mídia. Palavras-chave: Cultura da mídia, imagem, videoclipe, Miley Cyrus. ABSTRACT This work analyzes how video clips can help in the construction, affirmation and maintenance of artist’s images in media culture, especially inside of the music industry. For this, it is used the singer and actress Miley Cyrus to study the concepts related to image at Douglas Kellner’s studies. Having the life exposed since too young, Cyrus had to reinvent herself to break the imaginary of the TV show Hannah Montana, in which she started to play the two main characters when she was 14 years old. It is also given a brief historic of the video clip and its relevancy for building the image of the artists from the post-modern society. Afterwards are analyzed four Miley Cyrus video clips, which represents remarkable stages of the singer’s career and, therefore, cover events from different phases of her life, offering the ideal scenario for the planned goals. Thus, the conclusions presented in this work become useful for the study of artists image maintenance within the media culture. Keywords: Media culture, image, video clip, Miley Cyrus. SUMÁRIO 1. INTRODUÇÃO.................................................................................................................10 1.1. PROBLEMA DE PESQUISA.....................................................................................12 1.2. JUSTIFICATIVA........................................................................................................13 1.3. OBJETIVO GERAL....................................................................................................13 1.4. OBJETIVOS ESPECÍFICOS......................................................................................13 1.5. MÉTODO DE PESQUISA..........................................................................................14 1.6. MÉTODO DE TRABALHO.......................................................................................15 1.7. REFERENCIAL TEÓRICO........................................................................................16 2. MILEY CYRUS E A INDÚSTRIA CULTURAL..........................................................19 2.1. IDENTIDADE E A CULTURA DA MÍDIA..............................................................24 2.2. MÚSICA POPULAR MASSIVA................................................................................29 3. VIDEOCLIPE...................................................................................................................32 3.1. HISTÓRICO................................................................................................................32 3.2. MTV.............................................................................................................................36 3.3. VIDEOCLIPE E A CULTURA DA MÍDIA...............................................................39 4. MÉTODO DE ANÁLISE DO VIDEOCLIPE................................................................41 4.1. ANÁLISE FÍLMICA...................................................................................................41 4.1.1. ELEMENTOS ESPECÍFICOS..........................................................................42 4.1.2. ELEMENTOS NÃO-ESPECÍFICOS................................................................52 4.2. MÚSICA E PERFORMANCE....................................................................................54 4.3. ANÁLISE DE DISCURSO.........................................................................................57 5. HANNAH MONTANA: MEET MILEY CYRUS.........................................................64 5.1. FAMÍLIA CYRUS......................................................................................................67 5.2. ENTRETENIMENTO DISNEY...................................................................................70 5.3. HANNAH MONTANA: O FILME.............................................................................71 6. NÃO PODE DOMINÁ-LA...............................................................................................74
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