A estética do videoclipe e o nation branding: a aplicação cinematográfica do horror em vídeo clipes da indústria musical sul-coreana

Abstract

This Course Completion Work seeks to contribute to the studies and market of communication and audiovisual making a bridge that links Nation Branding to the production of video clips. To this end, it works with the Korean Wave case that has been obtaining results in the last two decades and, based on its objectives, stimulating changes in the international audiovisual market. Three music videos were chosen (Chase Me, Really Bad Boy and Girls) as an object of study based on the concepts of Nation Branding and soft power that mark the Korean music video market after an analysis of its cultural weight and as a marketing and artistic expression piece. The selected methodology was the analysis of audiovisual language, applied in three video clips - performed in three different styles and by three different groups - having horror cinema as a common theme between them, considering the characteristics of this product. Given this scenario, it is proposed that video clips act as a tool for propagating cultural elements in an international language media format.