![]() ![]() After analyzing the linguistic, coded-iconic, and non-coded iconic elements in the video, I will also apply Kenney’s ideas in “Building Visual Communication Theory by Borrowing from Rhetoric,” on how visuals can form arguments in order to discuss whether the video “Who Says” may be considered a visual argument for the anti-bullying/inner-beauty social awareness campaigns. These notions help examine the rhetoricity of the visual elements related to fashion and body, location, and signs as they are used in the video under analysis. ![]() Put simply, the linguistic messages are verbal messages that accompany pictorial messages the coded-iconic or denoted messages are the visual components explicitly expressed in a visual artifact and the non-coded iconic or connoted messages are the meanings and associations audiences can draw from the denoted aspects (Barthes). In order to analyze the visual rhetoric expressed in the music video of “Who Says,” I will first build on Barthes’s perspectives in his work, “Rhetoric of the Image,” with a particular focus on his notions of the linguistic, coded-iconic, and non-coded iconic messages. Scholars, such as Roland Barthes and Keith Kenney, have recently elaborated this classical definition by examining how it applies to visuals. This definition goes back Aristotle’s view of rhetoric as discovering all available means of persuasion in any given situation. Rhetoric refers to the use of symbols to communicate and persuade or influence the thoughts or behaviors of an audience. In this paper, I will analyze “Who Says” as a visual artifact to explore its rhetorical value for subverting the popular standards of beauty-and thereby standing up against bullying in its various forms. The music video, “Who Says” by Selena Gomez & The Scene (2009) exemplifies rhetorical strategies in its support of the anti-bullying campaigns by advocating the value of inner-beauty over the more popular standards of physical beauty. Around 2007, Disney started releasing commercials and music videos starring popular Disney celebrities like Selena Gomez, Demi Lovato, The Jonas Brothers and others speaking about various social campaigns like the Pass the Plate Magic of Healthy Living, green initiative and anti-bullying. The campaigns released public service announcements and lead to various sub campaigns, such as STOMP Out Bullying’s Blue Shirt Day which encourages individuals to wear blue on a particular day in October to show support for anti-bullying movements.īecause the target audiences for such campaigns included children and teenagers, organizations also made other rhetorical attempts, especially in popular music. Following this event, additional campaigns like STOMP Out Bullying and Disney’s “Choose Kindness” in 2014 have continued to increase awareness and the prevention of bullying, as well as to expand the fight against gender and sexuality prejudices and encourage belief of self-worth in children and teens. This was one of the first major movements to prevent bullying in children and teens. PACER, an organization that aims to help children and teens with disabilities, has recently expanded to incorporate the National Bullying Prevention Center for all youths suffering bullying in schools and elsewhere. In 2006, the National Bullying Prevention Month campaign was established in the United States by the PACER (Parent Advocacy Coalition for Educational Rights) Center’s National Bullying Prevention Center. ![]()
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