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Genre - Music Videos

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Page 1: Genre - Music Videos

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Genre Theory & Music

VideosLO: Do I understand different genre theory and

can I apply it to media texts?

Page 2: Genre - Music Videos

+Terminology Check

Genre: A type or style of media text. e.g. horror, romance

Convention: An element you expect to see in a genre. e.g. In an action film you expect to see violence, a male hero and the theme of good vs. evil.

Iconography: A sign (signifier) associated with the genre. e.g. dark settings and tense music = horror film

Ideology: The beliefs of an individual or group. What they think is important. e.g. The characters of Downton Abbey think it is important to be rich so host lots of parties and dinners to show off their wealth.

Hybrid-genre: When elements of two (or more!) genres are used within one film. e.g. Johnny English is an action-comedy or Shaun of the Dead is rom-com-zom (romantic comedy zombie film).

Page 3: Genre - Music Videos

+Andrew Goodwin

1. Music videos demonstrate genre conventions.

Certain features are expected out of a video

depending on the genre of the music.

Rock bands tend to opt for stage performances,

showing the singer shouting down a microphone, the

guitarists thrashing the chords and the drummer

putting all their body into hitting the drums,

expressing how ‘tough’ and ‘hard’ rock is.

Page 4: Genre - Music Videos

+Andrew Goodwin

1. There is a relationship between the music and the

visuals – both the lyrics and the tone.

Lyrics match up with the Music Video’s visuals. When you

hear a song, you feel the emotion and the message

wanting to be put across by the artist which is usually

what is then seen in the music video. Themes, mise-en-

scene and events of the video match with lyrics of the

song, to help to portray the message of the song.

The tone of the music must match the visuals featured in

music video. The cuts and edits of the video are in sync

the rhythm and beat of the song matching cuts or effects

specific drum beats or notes.

Page 5: Genre - Music Videos

+Sven E Carlsson

According to Sven E Carlsson, music videos can fall under two

categories: Performance and Conceptual.

Performance – this is where the videos mostly focus on the

artist/artist’s in some way. There can be three types of

performance, dance performance, song performance and

instrumental performance.

The point of the music video is to show the artist off as much as

they can.

Page 6: Genre - Music Videos

+Carlsson - Performance

• When it comes to performance, Carlsson believes there are three types:

• Commercial Exhibitionist - the performer becomes an item throughout the video as the point is just to advertise themselves. The performer is like an object for the audience and the music video is like an advert for them.

• Televised Bard – this is another type of performance where the singer is singing about a story and uses the images around them as personal images.

• Electronic shaman – in some videos the shaman isn’t shown and the story they tell is anchored by the images of the video instead of them actually being involved.

• What type of performance is this?

Page 7: Genre - Music Videos

+Carlsson - Conceptual

Within the music video, the artist will use images unrelated to

them, which may have artist ambitions.

This may include shots of scenery, or narrative shots which

take the focus away from the artist.

How have ‘conceptual’ shots been incorporated into this video?

a) What is their effect on the audiences’ experience?

b) How do the conceptual shots fit in with the overall genre of

the video?

Page 8: Genre - Music Videos

+Deborah Holdstein: Messages and

Structures

The three ‘striking qualities’ of a star in a music video:

1. The star as a fantasy ‘seer’ or prophet

2. The star as a political commentator or narrator

3. The star as a mediator or point of resolution for social conflict

Page 9: Genre - Music Videos

+Deborah Holdstein: Messages and

Structures

“Videos seem to divide into two categories: Those with allegedly explicit

‘political’ themes, and those which revive the traditional U.S. film musical.”

The fantasy video is based entirely on performance. This format puts“the group

or star in a mythical, medieval, exotic or surrealistic series of images and

locations.”

“Videos make the artist more accessible to the fans. When they come to a

performance, then they bring or wear things they‘ve seen in the video.”

“In the past, artists portrayal will only be left to the viewers imagination or how

they are seen in concert, the record album cover pose, photographs and

interviews in Rolling Stone, Time.”

But nowadays, “the video image is quicker and more powerful.”

Page 10: Genre - Music Videos

+What about these quotes?

“Conventional

definitions of genre are

based on the idea that

they share particular

convention of content

e.g. Themes or setting”

David Chandler

“Genres are instances of repetition and

Differences” Steve Neale, 1980

“Genre is a constant process of

negotiation and change” – David

Buckingham

Page 12: Genre - Music Videos

+Let’s Reflect…

How does your planned video meet these genre

theories?

Does it challenge any of them?

Link a specific example from your work to each of

the theories – either agreeing or challenging with it.