An Analysis On Visual Communication Strategies Of Shenqu’s Music Video

Shenqu is a new kind of Chinese cyber hit songs. By quoting Laura Mulvey’s “gaze” concept and using Mikhail Bakhtin’s idea of canivalesque to analyze body images shown in the Shenqu MV, this study analyzes all the 19 pieces of music video of Shenqu created after the year of 2010 by hermeneutics analysis as well as cinematographic semeiology. The results suggest that Shenqu MV constructs a world saturated with body spectacles as well as scene spectacles by using simulacra and surrealism. Although Shenqu’s MV seems belongs to subculture, it is catering to mainstream culture. The communication strategy of Shenqu’s MV is presenting grotesque body image and chaotic scene, which can arouse audience’s attention efficiently on one hand, but lead to materialization and alienation on the other hand. Shenqu’s MV is effecting people’s everyday life and the urban space.