“The feelings have come home to me.” : examining advertisingfilms on the Swedish website of El Sistema
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AbstractThe purpose of this study is to analyze how the music educational program of ElSistema Sweden is advertised and legitimized through moving images. The filmsare a major part of the information on the Swedish national website of El Sistemaand are supposed to contribute to the picture that the organization and its founderswish to market. The use of moving images and sounds, actors, backgrounds andenvironments, artefacts, and music in two short films are analyzed with the help ofdiscursive tools from discourse theories, multimodal analysis, and pictorialsemiotics. From a social constructionist perspective, and within a frame ofcontemporary debates within music education and philosophy of music, the articleargues for the need to consider both governing moral values and the objectificationof music when making claims for social development and integration throughmusic education.
TypeArticle in journal