«I can combine»: Analysis of the audiovisual production by Serú Girán in Argentina 78 Televisora

Abstract

This work aims to investigate the cultural model represented by color television in Argentina at the end of the 1970s and interpret the advantages this medium provided to a rock group. Consequently, the mediations between Serú Girán and Argentine public television will be analyzed, with the hypothesis that the new band created by Charly García aimed to appeal to a broad audience, thereby expanding their social base. Through artistic mediation, Serú Girán sought to harmonize their musical expression rooted in rock culture with the diverse audiences facilitated by Argentine television as a mass communication medium.

The televised performance of Serú Girán serves as a principle of understanding in this study, allowing for the problematization of the specificity of Argentine rock within mass culture. Therefore, the analysis focuses on the recording of Serú Girán's first color music videos, produced in the studios of Argentina 78 TV. One notable feature of this footage is the introduction of color in audiovisual production, considered a technological innovation in the Argentine media landscape of the time.

Serú Girán artistically capitalized on the opportunities presented by the advent of color television in Argentina and sought to expand the circulation of their music. Additionally, the connection with this particular device for producing and disseminating audiovisual content provided a conducive environment for Serú Girán to amplify their media image and diversify, becoming a high-rotation experience within the cultural industry.