It's all about me, me, and me ! : a semiological study on Madonna's music videos

Abstract

This study explored the signs that Madonna uses in her music videos and tried to render an interpretation of these signs. The literature focused on four major dimensions: Media effects and audience's behaviour, the effects of music videos, Audience theories and finally Semiotics, which was the sole measuring criterion used for the analysis of the five music videos under study. The main themes that emerged include Sexuality and Gender, Religious Iconography and Violence, amongst others. The implications of the observations have also highlighted the critical phases central to the development of Madonna as a person and as an artist. Accordingly, this research showed how music videos are not only an entertaining mean, but rather, comprise of ideological elements which make them a text from which to create meaning.