Visual Culture Art Education

Responses from this research study revealed that adolescents’ favorite videos are about sex, power and status. Also, during the observations it became evident that these videos are a sort of model for the lives of the participants. The question is if this is a good model or a negative model. Evidently, many of the participants appeared to see it as a positive model since their responses revealed that they are actually being socialized into the lifestyles displayed in popular music videos. What are the educators seeing in regard to this? Are their displays of behavior that are similar to the visual culture pervading music videos? In this research study it was easy to conclude that the participants have really been trapped into thinking that the best models for life are reflected in what is seen in a four to six minute video clip of a popular music video.

Furthermore, their responses showed that adolescents have little knowledge about how these artists they seem to idolize actually live in their daily lives. Evidently, the participants reflect minimally about the consequences of trying to attain material possessions in the negative ways their favorite artist rap about. They want to get the things that are present in their favorite music video and have an attitude of whatever it takes I will get it. This is a dangerous thought process because they fail to take into account the consequences of seeking material things through negative means. It appears that they have an unquenchable affection for the possessions of these musicians and are willing to mimic their actions with little regard for the costs.

Why is that the visual culture of music videos seems so irresistible? Is it because major media conglomerates study and target adolescents or is it because the music videos have elements in them that adolescents relate to? It would be easy to promote the latter but if we search the history of those companies that show music videos twenty-four hours a day we will find that it may not be totally in their hands. Music videos are developed in ways to attract viewers and many of the videos the adolescents in this study like house objectified images of the female body, expensive clothing, even more expensive automobiles and unfortunately many images and references to illegal drugs. Twenty-four hour total access to music videos is also a problem for adolescent that don’t have the critical thinking skills to deconstruct the visual culture to make sense of what they are seeing. With the advent of innumerable technological advances adolescent are able to view music videos via the internet on devices such as cellular phones, i-pods and play stations. This creates an atmosphere where they are able to not only recite a catchy tune in their heads it gives them an avenue to see the lyrics being acted out over and over again. This would not be a problem if the images were all positive but unfortunately often that is not the case. Each time they see elements such as scanty dressed women, expensive jewelry, expensive cars and references to different drug paraphernalia some of these participants’ perceptions are reinforced in a way that is not good for them. It appears that for many adolescents in this study their affinity for these elements has been galvanized into their minds as they rewind and play them out visually in their minds over and over again. This repetitive nature results in a deep-rooted kinship that results in a very deep emotional connection.

-Zerric Clinton ABD
Art Teacher
Cairo High School
Cairo, GA 39828