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2020 - Volume 3 - Number 2

A Multimodal Discourse Analysis of the Most Viewed Reggaeton Video on YouTube by the LIV Super Bowl Halftime Show

Gustavo Moreno López * gustavo.moreno.lopez@hotmail.com * ORCID: 0000-0002-1911-3916
University of Guanajuato, Division of Social Sciences and Humanities, MEXICO

Open Journal for Studies in Arts, 2020, 3(2), 41-52 * https://doi.org/10.32591/coas.ojsa.0302.01041m
Received: 1 June 2020 ▪ Accepted: 26 October 2020 ▪ Published Online: 21 November 2020

LICENCE: Creative Commons Attribution 4.0 International License.

ARTICLE (Full Text - PDF)

ABSTRACT:
We are what they eat and what we listen as well. Concerning this idea, it is essential to mention that reggaeton is one of the most consumed genres in many countries. Furthermore, to the extent that people regularly listen to music on platforms and express to like reggaeton in recent years, they may want to know more about what they are consuming. However, in the related literature, there is evidence of a negative impact on the women’s image and heavy load of sexual content (Gallucci, 2008; Noriega, 2014; Ramírez, 2012). Therefore, the present article analyses the discourse of “no me conoce” by J. Balvin, Bad Bunny, and Jhay Cortez. The lyrics and images were analyzed using systemic functional linguistics (Halliday & Matthiessen, 2003) and visual semiotics (Machin, 2010). The findings suggest that this genre contributes negatively to educational stances, such as writing proficiency, vocabulary range, and reading comprehension.

KEY WORDS: metafunctions, multimodal discourse analysis, visual semiotic analysis.

CORRESPONDING AUTHOR:
Gustavo Moreno López (MA student), University of Guanajuato, Division of Social Sciences and Humanities, Guanajuato, MEXICO. E-mail: gustavo.moreno.lopez@hotmail.com.

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