FUNCTIONS OF INTERACTIVITY IN THE PERCEPTION OF THE NARRATIVE STRUCTURE OF MUSIC VIDEOS

Karozin Alexander Alexandrovich

The article is devoted to the study of the functions of interactivity in the context of the perception and reception of the narrative structure of music videos. The author analyzes the impact of interactive elements on the process of perceiving storylines, emotional connection, and the level of audience engagement during viewing. Special attention is given to comparisons with traditional music video formats, which allow for the identification of key features and advantages of the interactive format, including its ability to personalize the viewing experience and stimulate active discussion among viewers. The article also examines the variety of interactive mechanisms used in music videos and their role in creating a deeper, richer, and more memorable experience. Particular focus is placed on how these mechanisms enable viewers to interact directly with the storyline, choosing different paths for the narrative or influencing the visual and auditory elements of the clip. The influence of interactivity on viewers' emotional responses and their engagement with the plot and its development is also assessed. In conclusion, the article emphasizes the significance of interactivity in the modern media industry, as well as the high potential of this approach for fostering innovative creative and technological solutions that contribute to the evolution of the music video format.

Keywords:interactivity, interactive technologies, narrative mechanisms, digital media culture, narrative experience, emotional response