Capitalization of body in modern music videos

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The report presents the results of a comparative qualitative visual analysis of Russian and British popular music videos from the point of view of the functioning of the bodily images in them. Modern interpretations of the Bourdesian theory of capital are used as a theoretical framework for the analysis. Bodily capital is comprehended as independent type of capital which has at least four dimensions: physical, erotic, gender, and aesthetic. The accumulation of bodily capital is carried out through various forms of bodywork, aesthetic labour, body modifications, "purchasing beauty" and so on. The conversion of bodily capital is the return on investment in the form of material and symbolic profits. The result of the study was to identify and compare the ways of physical, erotic, gender and aesthetic capitalization of the body in Russian and British music videos with the highest number of views in 2019 on Youtube. In addition to the influence of social position on the bodily representation, we trace the significance of national and cultural contexts for the accumulation and conversion of bodily capital in the analysed videos.
Original languageRussian
Title of host publicationBiography and memory of culture
Subtitle of host publicationProceedings of the 2nd International Conference Modern Culture and Communication MCC-2020
PublisherАгентство перспективных научных исследований
Number of pages3
Publication statusPublished - Nov 2020

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