Diseño de un modelo crítico-estilístico para el análisis de la producción videográfica musical de Andy Warhol como industria cultural

Zusammenfassung

«Design critical-stylistic model for analysis Andy Warhol�s music video productions like a cultural industry» as a doctoral thesis aims to connect three essentially interconnected topics: cultural industries, Andy Warhol and music video. These are associated with two main objectives related to Audiovisual Education, Audiovisual Communication and Art History. First, this work aims to create a guide in order to analyze music video from a critical-stylistic perspective as a didactic method in order to achieve deep understanding of the music video. Second, this work will further develop studies on Andy Warhol�s audiovisual production, and his music video production in particular. This develops a theoretical framework focused on cultural industries and their methods of production, the multi-faceted figure of Andy Warhol in its many facets, the music video as an audiovisual genre framed in postmodernity with its own aesthetics, and finally, the analysis of semiotics, as well as cinematography, publicity and videography as a basis for achieving the proposed methodology. � The main objectives of this research are related to the figure of the artist Andy Warhol and music video: � Design of a specific method to analyze the music video as an autonomous and independent format. � Practical application using the analysis guide as a didactic tool. � Promotion of the value of Andy Warhol�s music video production. � Development of a reading guide to Andy Warhol�s music video production. � Identification and recognition of the characteristics of industrial production in the music videos produced by Andy Warhol. The designed and implemented methodology is defined by objective observation and description of the data analyzed for interpretation. It is a methodology related to Discourse Analysis and Content Analysis, understanding the music video as an audiovisual text susceptible to a detailed analysis as act of visual communication. This work attempts to distinguish the different parts for further analysis and contextual interpretation. The proposed model focuses on the concept of style and the definition of the author�s music video, in which the author expresses his artistic personality through the choice of different elements that will be examined keeping in mind formal codes, representation, narration and seduction. The proposed method will be applied to Andy Warhol�s music video production, composed of eight music videos produced between 1981 and 1986. The double objective of this analysis wiil serve as a practical example of application of the analysis guide for the music video proposed in this work and the necessary creation of a detailed reading guide for the music videos produced by the artist. The conclusions regarding the music video production of Andy Warhol and his creative process are based on both the study of the features of the production of cultural industries as well as the results obtained through the style that characterizes the video work of Andy Warhol, whose idiosyncrasy is determined by the industrial nature of his production. Moreover, concerning the critical-stylistic methodology, this thesis evaluates its effectiveness, including benefits and limitations, as a didactic tool in various application areas after applying it to the music videos produced by Andy Warhol as an object of study of this thesis.