VISUAL AND VERBAL COMMUNICATION IN
MICHAEL JACKSON’S VIDEO CLIP ENTITLED
“BLACK OR WHITE”
DEWA AYU DIAN ASTAWA PUTRI 1218351050
NON REGULAR PROGRAM
ENGLISH DEPARTMENT
FACULTY OF ARTS
UDAYANA UNIVERSITY
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ACKNOWLEDGEMENTS
First of all, I would like to express my gratitude to the almighty God,
Ida Sang Hyang Widhi Wasa, for his great blessing for me with the healthiness so I could complete this study entitled Visual and Verbal Communication in Michael Jackson’s Video Clip Entitled “Black or White”.
My sincere gratitude goes respectively for support and advices in accomplishing this study to Dr. I G.A.G. Sosiowati, M.A. as my first supervisor for her strong commitment, thoroughness, and advice to support me on this study and Drs. I Made Winaya, M.Par. as my second supervisor for her suggestion and encouragement.
I would like to express my gratitude to Prof. Dr. Ni Luh Sutjiati Beratha, M.A. as the Dean of Faculty of Letters and Culture, all lecturers and staff members who had educated me through my academic years patiently. I dedicated this thesis to my beloved parents Dewa Putu Raka Astawa and Desak Putu Widiani, my brother Dewa Gede Yudhi Astawa, my special one Khrisna Narayana, and the last one is my second family HIMAPESI and everyone who is close to me who cannot mention one by one has accompanied me for years. Lastly, I present this study for everyone who may interest in this study. I believe that this thesis is still far from perfect, therefore suggestion are badly needed for the improvement of this paper.
Denpasar, June 2016
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ABSTRACT
This writing is entitled Visual and Verbal Communication in Michael Jackson’s Video Clip Entitled “Black or White”. It is aimed at analyzing the use of visual and verbal communication elements and also finding out correlation between the visual elements and verbal representation with the meaning of the song in the Michael Jackson’s video clip.
In collecting the data, this study used qualitative method. In collecting the data there are three steps and the steps are firstly, selecting intensively the data, and finding the signs and classified the data accordance with their type and finally, the messages that stand behind the sign are observed. In analyzing data that are used the theory of visual communication elements by Dyer (1993), the theory of verbal representation by Dyer in his book with the title Advertising as communication and theory of meaning proposed by Leech (1974) in Semantics. Other linguist’ theories that are related to the topic were also used to support the analysis of the study.
The findings of the analysis show that the use of visual and verbal communication elements in the music video clips depends on the content of the video clip itself. Video clip which has story in it, use more visual and verbal communication elements rather than the clip which has no story. With respect to the role of visual communication elements of the clip, it is found that the correlation between visual sign and verbal representation in the video clip. The meaning of song lyrics does play an important role since they can support each other in conveying the song messages well.
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TABLE OF CONTENTS
APPROVAL SHEET
ACKNOWLEDGEMENTS ...i
ABSTRACT……….ii
TABLE OF CONTENTS...iii
CHAPTER I INTRODUCTION 1.1 Background ... 1
1.2 Problems of Study ... 3
1.3 Aims of Study ... 3
1.4 Scope of Discussion ... 3
1.5 Research Method ... 4
1.5.1 Data Source ... 4
1.5.2 Method and Technique of Collecting Data ... 6
1.5.3 Method and Technique of Analyzing Data ... 6
CHAPTER II THEORETICAL FRAMEWORK 2.1 Review of literature ... 7
2.2 Concepts ... 10
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2.2.2 Visual Sign ... 10
2.2.3 Verbal Sign... 12
2.2.4 Concept of Meaning... 12
2.3 Theoretical Frameworks... 13
2.3.1 Theory of Visual Communication Element ... 13
2.3.2 Theory of Verbal Representation ... 17
2.3.3 Theory of Meaning... 17
CHAPTER III VISUAL AND VERBAL COMMUNICATION IN MICHAEL JACKSON’S VIDEO CLIP ENTITLED “BLACK OR WHITE” 3.1 Overview ... 20
3.2 Data Analysis ... 20
3.3 The Visual Communication Elements used in Black or White Video Clip ... 21
3.3.1 Appearance……....……… 21
3.3.2 Manner…..……… 29
3.3.3 Activity...……….. 33
3.3.4 Props and Settings………... 34
3.3.5 Analyzing Visual or Images……… 35
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3.5 Meaning in “Black or White” Lyric………. 41
3.5.1 Conceptual Meaning………. 41
3.5.2 Connotative Meaning……….... 42
3.6 The Meaning of the Song Lyric………... 44
CHAPTER IV CONCLUSION ... 51
BIBLIOGRAPHY
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CHAPTER I
INTRODUCTION
1.1 Background of Study
From the beginning of human culture, visual sign has become key elements to
communication because visual sign can convey lots of things through its
representation. The representation of visual sign has been developed through the
improvement of audio-visual technology like in cinematography field. For example
music video clip. In music video clip, the representation of sign usually presents
various elements of sign namely visual communication.
For many years, live music becomes one of the most popular entertainment
events used by the musicians to express their musical talent in front of the public. As
the technology grows, people not only watch the music lively but the music industry
provides music in video clip. The music video clip of the musician can be one of the
best ways for the fans from all over the world to watch the show.
The portion of visual sign in a music video clip usually consists of live
concert footage, or more commonly, lip sync and pantomimed instrument played by
the recording artist. Dancing is also common. In many cases is also a dramatic or
narrative concept, sometimes grounded in the song lyrics, for example, music video
clip by Robin William and Nicole Kidman entitled something stupid. This is one of a
case, video clip used as a soundtrack of a film. In some cases outtakes or re-shot
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director always represents the music video clip based on the story and the
meaning of its lyrics. Music video clips are playing in the visual and audio song
recorded. In this section, usually, we will see the visual aspect such as the dancing,
drama or footage of the concert by the singer. To represents the meaning of lyrics in
video clips, visual sign is needed to show the message in the video.
Verbal sign according to Chandler (2001: 27) is something that deals with text
and word. And the visual sign according to Chandler (2001: 10) defined visual sign
as pictures, which presented the kind of the products, logo of company, etc. In music
video clip there must be a meaning behind the song lyric itself, and it can be revealed
by the verbal representation in the Michael Jackson video clip entitle “Black and White”.
Michael Jackson is one of singers whose songs were presented in the video
clip. He recorded and sold many albums. He also called as King of Pop. Dangerous, one of Michael Jackson’s famous album, it contains songs related to social, love and
humanity. This is why it becomes very interesting to know how the content and the
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1.2. Problems of Study
In this study there are also some problem formulation to research on analyze the
data source:
1. What kinds of visual communication elements are used in the Michael Jackson
video clip entitled “Black or White”?
2. What is the meaning of lyrics based on each verbal communication in video clip entitled “Black or White”?
1.3. Aims of Study
In this study there are some aims of study follows:
a.To analyze the elements of visual communication that related to the topic using the
theory of visual signs.
b. To find the meaning of the lyrics using the semantic theory of sign and meaning.
1.4. Scope of Discussion
The scope of discussion in this study is limited to the analysis of sign and
meaning, especially verbal and visual communication elements used to support visual sign on Michael Jackson’s video clip and the meaning of its lyrics based on the verbal
sign. They are analyzed by using semantics theory on the study of sign and meaning
and supported by theory of principle of visual communication elements. The theories
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Jackson’s video clip entitled “Black or White” and also to recognize the song
message related to the visual communication representation in clip.
1.5. Research Methods
Research can be defined as a careful study of a subject, especially in order to
discover new fact or information about the subject. There are three aspects in
connection with the data, namely data source, method and technique of collecting
data, and method and technique of analyzing data.
1.5.1.Data Source
The data were taken from Michael Jackson’s video clip entitled “Black or White”.Black Or White was written and composed by Michael, the rap lyrics in the
song were written by Bill Bottrell. Guns & Roses former lead guitarist Slash was
used to play the introduction and main riff for the song, which is said to be very
similar to the 1982 track Hurts So Good by John Cougar Mellencamp. The single was
released on October 11th 1991 from Michael's hit Dangerous album, hitting the
number 1 spot in 18 countries worldwide. It took Black or White 3 weeks in the chart
it hit the number 1 spot on December 7th 1991. It became the fastest single to hit the
number 1 spot since The Beatles track Get Back. Black or White stayed at number 1
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to be in the number 1 spot in 1992. Black or White sold over 1 million copies in the
US making it go platinum.
The music video to Black Or White was directed by John Landis who also
directed Thriller.The song is about bringing all types of races and cultures together,
this music video tries to portray that.A big part of this video was the morphing,
changing one image to another through special effects, as it was a new technology
that had only been used a few times in films such as Willow, Terminator 2 and
Godley &Creme's music video to their song Cry in 1985.The video features child star
McCauley Culkin playing loud music in his room, and his dad who is played by actor
George Wendt, McCauley's mother in the video is played by actress Tess
Harper.McCauley decides to blow his father half way round the world to Africa with
his music speakers. It is then that Michael starts singing with different scenes of
people dancing from different cultures.Throughout the video Michael makes references to racial groups with his lyrics, such as “I aint scared of no sheets, I aint scared of nobody” which refers to the KluKutz Klan.McCauley Culkin features in the
rap scene, making it look like he himself is singing the rap.Towards the end of the
video different people are dancing, morphing into one another.The music video
features Tyra Banks who was just starting her modelling career, it also features
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That video clip was chosen because the video clip is very interesting and
contains many relevant data to the problem which are discussed in this study. This
video clip was very simple but meaningful because this song talks about social life
and it is very interesting to be discussed by using semiotics theory.
1.5.2. Method and Technique of Collecting Data
In collecting the data, this study used qualitative method. In collecting the data
there are three steps and the steps are:
1. Firstly, selecting intensively the data.
2. Finding the signs and classified the data accordance with their type.
3. Finally, the messages that stand behind the sign are observed.
1.5.3. Method and Technique of Analyzing Data
The collected data was analyzed using the theories of Dyer (1993) about the classification of the visual communication elements is used in Michael Jackson’s
video clip and analysis the meaning of lyric on Michael Jackson’s video clip is based on Leech (1972) theory. Then, the analysis is continued with the relation between the lyrics meaning and the visual communication elements in the Michael Jackson’s
7 CHAPTER II
REVIEW OF LITERATURES, CONCEPTS AND
THEORETICAL FRAMEWORK
2.1 Review of Literature
This writing reviews three undergraduate theses concerning the visual and
verbal communication, written by the previous students from English Department,
Faculty of Letters and Culture, Udayana University. One article of visual and verbal
is searched from internet. All papers and journal will give the benefits for supporting
this study.
Elok (2013) Semiotic Analysis of Love Album Cover by Angels & Airwaves
band. The analysis in her studies shows the use of semantic theory proposed by
Pierce (1958:56) and Dyer (1993). By using these theories, she describes the visual
and verbal communication elements used in the Angel & Airwaves album cover and
investigating the message that imply behind the symbol related to the visual and
verbal communication. The similarity between this study and recent study is both
apply the theory of visual communication by Dyer (1993). The different is about the
data source and the theory of verbal communication. The weakness of this
undergraduate study is in the concept because too many explanations in the concept
that makes confused and the strength is the discussion in chapter three is very clear
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Suliani (2012) “ Visual and Verbal CommunicationElements in The Celine
Dion’s Video Clip” analyses songs messages related to the representation of visual communication elements in Celine Dion’s video clips and she finds the use of visual and verbal communication in those clips using Dyer (1993) and Leech (1974)
theories. The difference of this undergraduate study and recent study is about method
and technique of collecting data and the similarity is about the theory that used in this
study and the data source. The weakness of this undergraduate study is in analyzing
the data, in chapter three the words and sentence that used is monotone and the
explanation is not clear.
Wulan (2010) “The Analysis Of visual and Verbal Sign in Male-Perfume
Advertisement”. The analyzed is focused on the messages in the visual and verbal signs of male-perfume advertisement using theory proposed by Dyer (1982), Leech
(1996) and Halliday (1985). The method applied in this study is documentation
method and qualitative method. The difference between this study and recent study is
the method and techniques in collecting data, the data source and the theory by
Halliday (1985) does not used in the recent study. The similarity is the theory that
used in this study, Dyer (1982) and Leech (1996) and the method in analyzing data.
The strength of this study is the explanation about the theoretical framework is very
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From the three undergraduate thesis reviews above, it can be seen they have
similar topic in this writing. The similarity is in terms of the analysis of the visual and
verbal communication elements. However, what makes this writing differ from those
three undergraduate theses is that the current study discusses about the visual and
verbal communication elements in Michael Jackson’s video clip entitled “Black or White”. The data absolutely differ from the other music video clips and the message of the Michael Jackson’s video clip entitled “Black or White” was analyzed to see the
correlation between the video clips with the song lyrics.
Brent (2009) in his article entitled “The Journal of the Semiotic Society of America” from The American Journal of Semiotics focused on the general subject of
signs system. He explores all communication and culture experienced. There are no
methodological restrictions but all contributions must combine a rigorous standard of
scholarly research with the appropriate application of a semiotic theory and method relevant to the author’s chosen subject matter.
From the journal reviewed above, the semiotics will have a point to describe the visual communication elements on this thesis. Michael Jackson’s video clip entitled “Black or White” that is used as the sample in this study, definitely, have a
different story based on the lyric or the visual elements already included in the music
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2.2 Concept
There are two concepts that need to be considered in analyzing the data related to the title of this writing “Visual and Verbal Communication Elements in the Michael Jackson’s video clip entitled “Black or White”. The key concepts are needed
in describing the relations to this study include Concept of Sign and Concept
ofMeaning:
2.2.1 Sign
According to Lester (2002:20) visual communication is an exploration into
the idea that memorable visual message with text have the greatest power to inform,
educate and persuade an individual. This paper focused on the relationship between the visual communications elements which are used in Michael Jackson’s video clip entitled “Black or White” and the meaning of its lyrics based on verbal sign. The
signifier is the form of which the sign takes. Example the lyrics and the visual
communication elements in the form of the story as the background of the music
video clip and the relation with the lyrics.
2.2.2 Visual Sign
Visual signs become apparent at the time of visual communication and its
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present the point of products, logo of company, etc. in the matter of visual sign. He
explains the three modes of the relation between the signifier and signified as
presented below:
a. Symbol / Symbolic
A mode in which the signifier does not resemble the signified but which is
fundamentally arbitrary or purely conventional, and therefore the relationship must be
learnt. Examples can include punctuation marks, words, phrases and sentences,
numbers, traffic light, etc.
b. Icon
Mode in which the signified is perceived as resembling or imitating the
signified being similar in possessing some of its qualities. Examples can include
portrait, a cartoon, metaphors, realistic sound in program music sound effect in radio
drama, etc.
c. Index / Indexical
A mode in which the signifier is not arbitrary but is directly connected n way
to the signified, and this link can be observed or inferred. Examples include natural
sign (smoke, thunder), signal (a phone ringing), pointer (signpost), recording (a film,
video, and photograph) personal trade marker (handwriting, catchphrase). Symbol,
icon, and index are modes which can inform something in the public through pictures
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2.2.3 Verbal Sign
Proposed by Dyer (1993: 34), Visual sign representation in medium of audio -
visual tools concerns the principle of visual communication means by which people
communicate. Meanwhile the verbal sign is the lyric in the form of text and word.
Goodwin (1994) states that the verbal sign of music video clip are about song lyric
which is performed as a text. It is about the content of a song which is sometimes
hard to understand because between one person with another are different. Chandler
(2000: 27) Mates that verbal sign is something that deals with text and word. The
analysis of verbal sign will reveal a song message reflected in the song lyrics in Michael Jackson's video clips entitled “Black or White”.
2.2.4 Concept of Meaning
Based on Webster Dictionary, lyrics mean form and general a fleet of the
song. It contains connotative meaning. By knowing and understanding the
connotative meaning, it must be possible to reveal the meaning of a song. Analyzed
from connotative meaning which is term used to refer to meaning which lies beyond
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2.3 Theoretical Framework
The theories that are used in this study include Theory of Visual
Communication Elements by Dyer (l993), theory of Verbal representation by (Dyer
1986: 86), Theory of Meaning by Geoffrey Leech (1974).
2.3.1 Theory of Visual Communication Element
There are five main components of visual communication elements Dyer
(1993:97-105). There are Appearance, Manner, Activity, Props, and Setting and
Analyzing Photographs or Images.
1) Appearance can be related to the following
a. Age: the age of people is crucially the focus of identification and an important
factor in how we view the visual representation
b. Gender: the display of characters’ gender refer to conventionalized portrayals of
culturally established correlated sex
c. National and racial: These characteristics are usually related to stereotypical views
of other people.
d. Hair: The colour, length, texture and style of person hair important qualifiers of
their overall appearance. This is a potential symbol in cultural communication.
e. Body and size: The body and size may be presented in such a way to convey
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f. Looks: looks are related to overall class, age, style, and impression created by a
character.
Related to the explanation above, there are the categorizations of the people in
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a. Expression: the face and facial expression are particular focus of attention in visual
representation
b. Eye Contact: the attention of the actor is significant whether it will be directed
towards audience/camera
c. Pose: it can be static or active and sometimes corresponds to expression.
d. Clothes: These are obviously extremely important earner of the meaning in the
clips based on their uniform.
3.) Activity
Body gestures, movement and posture can be related to what the actor is doing.
a. Touch: it can be illustrated by the finger brought to the mouth or face, grasping,
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b. Body Movements: It is related to what the actor is doing. It can be playing guitar or
piano, searching the ring in the garden, etc.
c. Positional Communication: the relationship between actors and actors, actors and
subjects are extremely significant and are shown by their position within the frame of
picture.
4.) Props: Props can be selected because they help in presenting visual
communication elements in visual sign. Some props occur so frequently that they
have gained a conventionalized or symbolic value.
5.) Setting can be divided into:
a. Outdoor: Generally looks real
b. Indoor: Can vary from looking extremely natural to highly contrived or even
surreal.
6.) Analyzing Photographs or images consists of the following:
a. Focus and depth of Vision: these two elements can clear and crisp, misty, to
emphasize picture and fade way.
b. Close up: to show the object larger than life appearance.
c. Lighting and color: for making a dramatic or mysterious atmosphere.
d. Cropping: cutting up a picture to have an attention into certain part of object.
e. Camera angle: to produce a different moods and unusual effect for control of the
connotation.
f. Special effect or montage: to give the picture the impression of dynamism and
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2.3.2 Theory of Verbal Representation
Dyer (1986: 86) states that different people 'read' or interpret text in different
ways, and it is possible to ask different groups how they interpret or understand text
in specific ways.
For understanding the text, first, it should be divided into two types, namely
the non - textual and the textual:
1. Non - Textual analysis: The person asks someone (the writer of the song) about the
meaning of that song.
2. Textual analysis: The interpreter or the analyst discovers the meaning of the song
without asking the writer of the song itself.
Related to the analysis, the method used to analyze the meaning of the song lyric or
the text is textual analysis.
2.3.3 Theory of Meaning
The study used the theory of meaning which proposed by Leech (1974:10-23) as
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1.Conceptual Meaning
Conceptual meaning is also called denotative meaning or cognitive meaning. It is
logical and widely assumed to be the central factor in linguistic communication. The
denotative of word is its agreed-upon sense what it refers to, stands for, or designates,
apart from the feelings it may call up. Leech (1974:13) claims that the aim of the
denotative meaning is to provide, for any given interpretation of a sentence, a
configuration of abstract symbols, which shows exactly what we need to know if we
are distinguish that meaning from all other possible sentence meanings in the
language.
2. Connotative Meaning
According to Leech (1974:14-15), connotative meaning is the communicative
value an expression has by virtue of what it refers to, over and above its purely
conceptual content. Connotative meanings are indeterminate and open in the same
sense as our knowledge and believe about the universe that is opened-ended.
Connotations play a major role in the language of literature, of politics, of
advertising, of music. Leech says that connotative meaning is not specific to
language, but it is shared with other communicative system, such as that in music and
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3. Stylistic Meaning
Stylistic Meaning is that which a piece of language conveys about the
circumstances if its use. A recent account of English has recognized some main
dimension of stylistic variation.
4. Affective Meaning
Affective Meaning is a short of meaning which can reflect the personal feeling of
the speakers, including his attitude to the listeners or to something he is talking about.
5. Reflective Meaning
Reflective meaning involves an interconnection on the lexical level of language. It
is the meaning, which arises in cases of multiple conceptual meaning, when one sense
of a word forms part of our response to another sense.
6. Collocative Meaning
Collocative meaning consists of the associations a word acquires on accounts the
meaning of words which tends to occur in its environment.
7. Thematic Meaning
Thematic meaning is communicated by the way in which a speaker or writer
