A multimodal discourse analysis of the music video ‘IBA’

Abstract

This study presents a comprehensive multimodal analysis of the music video ‘Iba,’ offering an in-depth exploration of the meaning and communication conveyed through this captivating audio-visual performance. The central research question guiding this investigation is: How do the diverse semiotic resources, including audio, visuals, lyrics, gestures, and symbolic representations, converge within the music video to construct its overarching message and aesthetic appeal? Employing Kress’ robust theoretical framework of social semiotic theory of multimodality, this research critically examines the video’s semiotic materials and their interconnections. The analysis demonstrates that ‘Iba’ skilfully deploys a vast array of semiotic modalities to express a profound narrative and cultural significance. This study underscores the remarkable potency of social semiotic multimodal analysis in illuminating music videos as a formidable medium for artistic expression and cultural preservation. The findings contribute to a deeper understanding of how multimodal ensembles can be strategically leveraged to convey complex meanings and evoke powerful responses from the audience. This research holds important implications for scholars interested in the intersections of music, visual culture, and meaning-making.