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ABSTRACT

This study offers an analysis of how the Filipino Youth is represented in the music videos of the contemporary rock band, Urbandub. It aims to examine and verify if representation is made through the aural and visual components of the music video. The researcher tried to explore the current situation of the music video industry in terms of the representations being made in the text of locally produced music videos. Stuart Hall’s Model of Encoding-Decoding Media Discourse was used as the study framework, which postulates that producers of media text are only interested in distribution and consumption rather than the transmission of meaningful and relevant messages. The study attempted to probe into this, determining whether the representation of the Filipino youth in these selected music videos were intended only for the promotion of Urbandub and their songs, but also for reflecting issues and experiences concerning the Filipino youth. The sole research method that was employed for this study is an interpretative textual analysis of selected Urbandub music videos. The lyrics of the songs were analyzed alongside with the corresponding music videos and their visual elements. Issues and experiences involving the youth were found to reflect on the lyrics of the songs. In turn, the music videos were able to translate and represent these issues and experiences of the Filipino youth visually.

Posadas, K. Q. (2011). (U)dubbed: The Representation of the Filipino Youth in Urbandub’s Music Videos, Unpublished Undergraduate Thesis, University of the Philippines College of Mass Communication.

Subject Index: Music videos--Youth, Rock groups--Philippines--Urbandub

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