Radošais darbs. Fotosērija: Maskulinitāte kā vizuāls reklāmas instruments Latvijas rokmūzikā
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Date
2020
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Radošā bakalaura darba Maskulinitāte kā vizuāls reklāmas rīks Latvijas rokmūzikā ietvaros tika izveidota fotogrāfiju sērija, kurā darba autors konstruēja dažādu nozaru pētnieku izvirzītas maskulinitātes iezīmes, kas tiek asociētas ar rokmūzikas žanru. Darba autors izvirzīja pieņēmumu, ka maskulinitāte ieņem būtisku nozīmi rokmūzikas popularizēšanā un ideoloģijas uzturēšanā, tādējādi tai pildot reklāmas funkciju, kas gan vizuālā tēla, gan arī maskulīna uzvedības modeļa kontekstā rosina kā patērētāja, tā arī pašu mūziķu interesi par rokmūziku. Šī sērija tiecas atainot to, ka fotogrāfs apzinātā vai neapzinātā veidā var mērķtiecīgi konstruēt tādus sociālkulturālus fenomenus kā maskulinitāti fotogrāfijas kontekstā, tādējādi ieņemot būtisku lomu dažādu uzskatu reproducēšanā un reklamēšanā.
Radošā bakalaura darba teorētiskā perspektīva sastāv no piecām pamatdaļām. Pirmajā daļā tiek analizēts, kas ir dzimte un maskulinitāte. Otrajā daļā autors aplūko maskulinitāti specifiski rokmūzikas kontekstā. Trešajā daļā autors pievēršas reklāmas fotogrāfijai un tās funkcijai. Ceturtajā daļā tiek teorētiski aplūkotas tehniskās nianses koncertu fotogrāfijas kontekstā, savukārt piektajā nodaļā autors pievēršas vizuālajai estētikai rokmūzikas fotografēšanas kontekstā.
Radošā bakalaura darba rezultātā tika radīta oriģināla fotogrāfiju sērija, kurā mērķtiecīgi tiek konstruētas dažādu pētnieku izvirzītās maskulinitātes iezīmēs rokmūzikas kontekstā. Ar šo fotogrāfiju sēriju autors rosina lasītāju aplūkot savādāku perspektīvu, kurā maskulinitāte ir nevis dabisks rokmūzikas komponents, bet gan drīzāk tiek pielietota kā reklāmas rīks. Mūzika pati par sevi ir neredzama, tādēļ vizuālās reklāmas kontekstā par galveno objektu kļūst paši rokmūziķi, kuri caur maskulinitātes iezīmēm veicina patērētāju asociēšanos ar rokmūzikas ideoloģiju un interesi par šo mūzikas žanru.
The present Creative Bachelor Paper Masculinity as a visual advertisement tool in Latvian rock music contains series of photographs that are created to reconstruct a variety of masculinity characteristics defined by different scholars in relation to rock music. Author of this project has proposed an assumption that masculinity is not a natural component of the rock music but rather plays an important role in promoting rock music and maintaining its ideology, thus functioning as an advertisement tool which can be used to evoke an interest about rock music from both sides – consumers and rock musicians. Additionally, this photo series is created to show that photographers, both consciously and unconsciously, can construct different sociocultural phenomena, such as masculinity, in their photographs. With that author wants to raise an awareness that photographers play an important role in constructing and reproducing various beliefs and ideas while defining them in the context of photography but not in a wider social context. The theoretical part of the Creative Bachelor Paper consists of five basic parts. The first one is used top analyze and define gender and masculinity. The second part discusses masculinity in the context of rock music. In the third part author analysis functional nature of the advertising photography. The fourth theoretical part is dedicated to defining technical aspects which are important in the context of photographing live concerts, while the final theoretical part discusses visual aesthetics in rock music photography. As a result of the project, author created an original series of photographs which portray purposely constructed characteristics or masculinity in rock music. Author would like to encourage readers to take a different perspective from what scholars have been previously argued in the context of masculinity, and consider that masculinity is not a natural characteristic of the rock music but rather is used as an advert. Additionally photos from live rock concerts promotes the construction of masculinity in the rock music as music as such does not have a tangible image, therefor rock musicians through displaying masculinity become visual vessels that evokes consumers identification and interest of particular musical genre.
The present Creative Bachelor Paper Masculinity as a visual advertisement tool in Latvian rock music contains series of photographs that are created to reconstruct a variety of masculinity characteristics defined by different scholars in relation to rock music. Author of this project has proposed an assumption that masculinity is not a natural component of the rock music but rather plays an important role in promoting rock music and maintaining its ideology, thus functioning as an advertisement tool which can be used to evoke an interest about rock music from both sides – consumers and rock musicians. Additionally, this photo series is created to show that photographers, both consciously and unconsciously, can construct different sociocultural phenomena, such as masculinity, in their photographs. With that author wants to raise an awareness that photographers play an important role in constructing and reproducing various beliefs and ideas while defining them in the context of photography but not in a wider social context. The theoretical part of the Creative Bachelor Paper consists of five basic parts. The first one is used top analyze and define gender and masculinity. The second part discusses masculinity in the context of rock music. In the third part author analysis functional nature of the advertising photography. The fourth theoretical part is dedicated to defining technical aspects which are important in the context of photographing live concerts, while the final theoretical part discusses visual aesthetics in rock music photography. As a result of the project, author created an original series of photographs which portray purposely constructed characteristics or masculinity in rock music. Author would like to encourage readers to take a different perspective from what scholars have been previously argued in the context of masculinity, and consider that masculinity is not a natural characteristic of the rock music but rather is used as an advert. Additionally photos from live rock concerts promotes the construction of masculinity in the rock music as music as such does not have a tangible image, therefor rock musicians through displaying masculinity become visual vessels that evokes consumers identification and interest of particular musical genre.
Description
Fotogrāfija
Photography
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Photography
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Dzimte, maskulinitāte, rokmūzika, maskulinitāte rokmūzikā, maskulinitāte kā reklāmas rīks, vizuālā estētika, koncertu fotografēšana, Gender, masculinity, rock music, masculinity in rock music, masculinity as advertisement tool, visual aesthetics, live concert photography