Analyzing the textual and musical expression of folk music works with visual design in video music clips

The phenomenon of music, which has accompanied humanity in expressing its feelings and thoughts throughout its life adventure, has affected every aspect of the life it is expressed and has been affected by various elements affected by life. As an indisputable reality of today, technological developments affect music, as well as every aspect of human life. The aim of this study is to examine the interaction relations between music and video clips presented together. In this regard, the main purpose of the research is to reveal the effects of digital communication tools, which have the opportunity to reach a large segment of society through video music clips, on our traditional music. In the research, a scanning model, one of the qualitative research methods, was used to obtain data about the visual design in the video music clips of folk music works published on the online video sharing and social media platform YouTube between 2014 and 2023. In this context, 34 songs determined from traditional Turkish folk music and the video clips in which they were presented to consumers were examined in terms of their lyrics and musical structures. Video clips are categorized into four categories: reflective, illustrative, expansive and separative. As a result of the research, it was determined that in reflective music videos, the production process criterion was mostly used, followed by the concert story criterion, while in illustrative music videos, the editing criterion was mostly used, followed by the color effect and romance criteria. In expansive music video clips, subliminal message criterion is mostly used, followed by color and popularity criteria; in distinctive music video clips, respect criterion is mostly used, followed by color effect criteria, and differences in the use of criteria between music video clip types are noteworthy. It was observed that 10 of the works examined between the music video clips and the lyrics of the work were directly inspired by the lyrics of the works in the video clips of 10 of the works, and 8 of them were partially inspired. In addition, it was observed that the original form of 16 works was the same as the form in the music video clip, while 18 works were performed differently.