GENRE THEORISTS

INTRODUCE THREE THEORIES

These theorists have different ideas of what they believe that different music videos do in terms of the genre that they are trying to create for an audience in order for them to recongise what genre the music

video is. In the next few slides I will discuss their ideas and give examples of music videos that with

conform or subvert with their theories.

EXPL AN ATIO N O F DAN IEL CHAN DLER

Daniel Chandler believes that all genres are made up by set conventions. This means that each genre has certain conventions that they will use so that they can be identified by the audience as that certain genre. These conventions will be about the content and forms used within the video.

These things include- Costume

Lighting

Acting

Make up

Props

Setting

Lighting

EXAMPLE OF THEORY The example for this theory that I want to use which conforms the theory is Watch dem roll by Sean Paul. This genre of music is r&b. This is apparent all through the music videos through the choice of mise-en-scene. In the music video the artist is wearing gold chains and what looks like an expensive watch, with dark baggy clothing and trainers. This look can be seen as chavy and a very stereotypical style for the r&b genre. In the video there are women in it that are being objectified and acting as the male gaze theory as they are doing erotic dancing while the men all watch. They are all also wearing revealing clothing as well which looks suggestive and very seductive for the men that are watching them which is associated with the r&b genre because they are always surrounded by girls etc.

EXPLANATIONS OF STEVE NEALENeale’s theory is very similar to Daniel chandlers theory but he adds to this and

explains in more detail. Steve Neale quotes that ‘Genres are instances of repetition and difference’. This means that he believes that each genre needs to follow the same

conventions by they also need to have some difference. They need to have some individuality so that they are not just recreating existing products. He also quotes

‘Difference is absolutely essential to the economy of genre’. This means that he believes that audiences will get bored if they keep seeing the same type of music

videos all the time so if they have a bit of difference within each one then it will be more enjoyable for the audience. It is also essential for the success of the different

music genre because people won’t want to watch any more of the genres music videos which could effect the music as well. It is important that each music video has

a unique selling point (known as a USP).

EXAMPLE OF THEORY An example of Steve Neale's theory is a Mcbusted music video for get over it. They are in the pop genre and are a typical boy band but they have a wider audience as they began their career a few years ago releasing their hit singles which are still popular today. But in this musical video they do the typical boy band video with them playing in the band but then they also have a story line to it which makes it different and have a unique selling point for their audience. This music video conforms the theory that Daniel states.

USES AND GRATIFICATIONS THEORY

This theory suggests that there are 5 reasons why an audience will watch a music video. These are:

Educational

Entertainment

Escapism

Social interaction

Personal identification

The most common one of these that occur in music videos are purely for entertainment as most music videos are aimed to think about what the audience want to see which would be for entertainment purposes. However, some music videos will be used for educational purposes to inform audiences about different things such as certain social issues.

EXAMPLE OF THEORY

The example of this theory that conforms the uses and gratification theory is Pinks Family portrait. In

the music video it suggests many issues surrounding a family break up. It shows how different people go

through different family issues.