Music video as persuasive form: The case of the pseudo‐reflexive strategy

This essay examines music video as a media form designed to persuade television viewers to purchase musical recordings. By associating performers and their songs with strategically selected visual images, video makers hope to evoke impressions which might lead viewers to desire the recordings produced by the performers featured in video clips. One specific production strategy, “pseudo‐reflexivity,” involves employing imagery that demystifies some, but not all, of the aspects of the video making process in order to both draw audience attention away from the promotional motives underlying video production and enhance the anti‐commercial stance typically adopted by hard rock musicians.

Key concepts:

• Pseudo‐refiexivity
• Reflexivity
• Music video
• Impression management
• Positioning