Elementos que captam a atenção do consumidor em videoclipes musicais: uma análise entre as décadas de 1980 e 2020

Abstract

This study investigates the elements that capture the audience’s attention in music videos, considering their role in constructing narratives and artistic identities in the current market. The research is justified by the growing influence of music videos in the music industry and the gap in the literature regarding the application of consumer behavior theories to this audiovisual format. To this end, the analysis was grounded in the theories of Blackwell, Miniard, and Engel (2005), examining how visual, narrative, and symbolic elements enhance viewer engagement. The adopted methodology was a qualitative documentary and comparative analysis of music videos. Five music videos were selected, one from each decade — from the 1980s to the 2020s — based on their cultural relevance, public impact, and aesthetic diversity. Each work was analyzed using predefined categories such as framing, editing, use of color, symbolism, and the articulation of social themes. Critical reception and performance on digital platforms were also considered to understand how visual and narrative strategies align with cultural industry standards and consumer behavior. In addition to elements traditionally discussed in the literature, it was found that the use of social issues and historical events is a recurring strategy to amplify the relevance and impact of music videos. The study also highlights the influence of new digital consumption dynamics, emphasizing the impact of social media and the growing preference for shorter audiovisual content. It concludes that music videos, beyond being artistic expressions, function as strategic tools within the cultural industry, reinforcing narratives and encouraging the consumption of media products and identities.