GENRE

( C O N V E N T I O N A L F O R M )

GENERAL

• Genre is a term used to describe the categorisation of different

media texts, recognised through certain codes which become

conventions. Steve Neale proposed that genres are not

systems, they are processes of systematisation, meaning that

they are dynamic and evolve over time with the ideologies,

trends and technologic advancements of that society.

• Following this theory, specific choices were made reflecting this.

CONVENTIONS

• For construction of my video, I studied the conventions of pop,

and the sub-genre of electro-pop, reflecting upon the music

produced by Halsey and song chosen for feature in my media

product. However, it can also be said that Halsey’s developed

image features aspects of the indie scene in terms of aesthetic

imagery and general style. For this reason, discreet indie hints

were incorporated into my elemental choices such as those in

the mise-en-scene, discussed later in this evaluation.

CONVENTIONS

• Displaying conventional ties with pop scene expectations, a theme of love and lust was selected for major feature throughout my video, incorporated through use of signified principles. Reflecting upon the conventions of pop, most existing videos within this genre subject around love, relationships, and breakups, aimed towards a generally young target audience.

• With regards to my music video in its entirety, most of the stereotypical aspects expected for inclusion within any pop video have been met. This includes; aesthetically pleasing scenes, bright colours, friendly imagery suited to playback on live TV, casual yet trendy clothing choices, and editorial choices allowing for quick flow of clips so the audience doesn’t get bored. A substantial amount of performance is inclusive, reflecting upon the commercially exhabinist aspect of pop music culture.

BREAKING OF CONVENTIONS• However, my video is unconventional when considering this

type of performance. Usually, pop music videos feature dance

sequences which I was unable to follow through with due to the

fact I am not a confident dancer and I have little friends who are

either. Additionally, feature of intricate dance sequences could

divert the attention of the audience away from the true

meaning and message portrayed through the video.

• Also, famous pop videos are often made upon large budgets

causing a high-quality video to derive with speciality features

and professional sets. Unfortunately, this professionality was not

available to me, and so therefore, elements I had available to

me were used instead. Fortunately, this didn’t affect the overall

effectivity of the outcome due hints of the indie scene present

in Halsey’s videos and replicated in my own product.