Disjuncture: A separation or disconnection. When the
meaning of the song is completely ignored.
An example of this can be seen in the
music video for Red Hot Chili Peppers -Can't Stop. Here, the video shows an
array of unrelated objects that have no relevance to the lyrics of the song
what so ever. These abstract objects include water bottles, a cardboard box,
rubbish bins, and even a tent! One reason an artist or group would chose to use
the disjuncture technique could be to set themselves aside from other alike
artists in the charts.
Generally speaking, disjuncture music
videos are looked down on as badly made; however, depending on the artist using
this technique for their music video, it can sometimes be pulled off. For
instance, a well established artist would tend to get away with this risk as
they have a secure fan base. However an emerging artist would fail to get the
same response and as a result, would probably not be taken seriously in the
music industry.
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