Pop divas and feminist identity: vindication, contradiction and cultural

Abstract

The videoclip is a cultural production that is shared through the Internet and media networks, through all kinds of electronic devices for personal and domestic use. It helps to accelerate the predominance of cultural production as a construct agent both of meaning and of entertainment. A visual sequencing that allows an intense perception of a message in a very short period of time. From the phenomena related to the audiovisual production of women artists I will reflect on the performative force of the musical videos of pop divas and the drifts that can become in the social and political demands that occur in them. First, the role of subjectivation in the production and consumption of them. Second, the processes of socialization and performativity that articulate other social imaginaries for women and men and establish a different order in gender discourses. So how they contribute to changes in the production of culture, being also aware of mixed interests in a cultural mainstream environment.