“I want my AD‐TV”

Music video use and educational achievement: a Swedish study

“…Indeed, perhaps one of the more consistent features of existing research is an uncertainty about whether the music video should be regarded and analysed as a predominantly aural, visual or hybrid phenomenon. In this respect it should also be borne in mind that MTV originator John Lack himself referred to MTV as 'Visual radio' (Hartman 1987). It is possible that at least part of the audience turns to music video TV for many of the reasons it turns to the radio or the phonogram, with a visual bonus for those who are interested; and that the motivations for music video use do not differ appreciably from those for music listening in general (Roe 1985, Rosenbaum andPrinsky 1987).…”

“…In this sense, for heuristic purposes, music video TV may usefully be regarded as primarily an extra component of the audio system rather than as another TV channel (Wolfe 1983). In this respect it should also be borne in mind that MTV originator John Lack himself referred to MTV as 'Visual radio' (Hartman 1987). In any event, current research discourse betrays evidence of a serious imbalance in favour of analyses of the visual content of music videos, and a corresponding neglect of the semiotics of the music (Tagg 1987).…”