- Audience select texts based on genre
- Audeince have expectations
- Producers market texts according to genre
- Producers stanardise production practices
- David Boardwell claims that themes are an inadequate wasy of defining genre
- Robert Stam listed how films are commonly categorised (Comedy, Black Cinima (Race) and Queer Cinima (Sexual Orientation))
Music videos can be categosied by three broad typeologies including performance, narrative and conceptual.
performance videos are most common, feature the artist performing to fance and the goal is to covey a sence of in concert experince.
narrative videos present a sequence of events, which may tell a story such as a love story (most common). Schwichtenberg (1192) saind 'action in the sotry is dominated by males who do things and females who passively react or wait for something to do'
Conceptual videos rely on poetic form, tell a story, create mood and may contain multiple meanings as the metaphor is interpreted differently by the viewer.
Goodwin Music Video Anaysis
- Music Videos demonstrate genre characteristics (stage performance/Dance routine)
- There is a relationship between lyrics and visuals
- There is a relationship between music and visuals
- The demands of the record label will include the need for lots of close ups of the artists and the artist may devlop motifs which reoccue across their work (a visual style) linked to marxist
- There is frequently reference to notion of looking (screen in screens) and particularly voyeuristic treatment of the female body (feminist)
- There is often intertextual reference (postmodern)
'...in describing Madonna's videos, suggest that the essiential narrative ability to perform the star...' Postmodernism
The music video is often described as 'postmodern' an appraoch which in part relates to the effect of so much exposure to the media on our culture and how it relates to how we understand and make sense of the world
Marxist
Music videos are an advertisment ot promote the arist as a means to involve and manipulate the viewer.
Jhally sees music videos as a chance to harness some new technology and exploit new market oppertunities.
Althusser and Gramsci: 'This approach sees the music video in terms of the famililair techniques of consumer capitalism, embedded in a mode of prodution'
Alaysis of Music Video
The music video by Lil Mama – ‘Lip Gloss’ fits the conventions of a typical ‘high school musical genre as it is set in a school and has school kids dancing the corridors. The music video is also very similar to Britney spears first single ‘whoops I did it again’. In the middle of the music video, it also cuts to a separate scene which might be seen as the typically hip hop music video as there are a group of people around the main artist who is rapping freestyle.
Overall,, this music video fits Goodwin theory that all music videos demonstrate genre characteristics as the video is a typical stage performance/ dance routine.
07 July 11Genre Convetion reinforce representation:
- Gender
- Race
- Stardom
- Sterotypes
They tend to dominate hegnomic values
Target a particular audeince
Mode of Address
Effect debate - Genre and effect
Relation to representation and hegmony
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