Dita and The Darkness: Desperately Seeking Gaze

Another classic ‘chicken and egg’ question (that of content versus context): what determines a music video’s classification, its narrative, its style, its form? Do the technical specifications of its projection on TV override a music video’s cinematic construction? Is it true, as Marshall McLuhan so famously proclaimed, that “the medium is the message‿? While a text-based analysis of their narrative and stylistic elements in videos by Madonna and The Darkness reveals deliberate crafting as mini- (or perhaps art-) films, an audience-based analysis, on the other hand, exposes a televisual likeness. The music video, then, seems a film caught in a TV’s body, a ‘glanced’ production that so desperately desires to be ‘gazed’.