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 sequences of this film are used to create a narrative link to the filmed musician. The 1
2 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 songs message are presented through the use visual communication elements in the Michael Jackson s video clip entitled Black or White.
3 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 are used in order to describe the visual communication elements used in the Michael
4 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 for a total of 7 weeks in the US, becoming the Christmas number 1 and the first single
5 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 actress Cree Summer and Michael's niece Brandy Jackson.
6 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 video clip.