Genre
Neale created 'Genre as a system' he said that a system of orientations, expectations and conventions which circulate between industry, text and subject. Neale believed we have expectations with each genre.
In Biggie song 'Sky's the limit' we denote a big mansion with a big swimming pool, The locations looks expensive. We also denote expensive brands, in most song like this genre we denote big brands which connotes this genre has a lot of money. We expect artist in this genre to have these big brands in order to get the audiences attention. We also denote the artist wearing big gold chains, this is beyond common and expected in songs in this genre, this connotes street cred and how much money the artist has. Women like bags, rap artist like their chains. We also denote random women dancing in the background, who are half naked. This is common in video of this genre to show that the artist can get females and shows how big they are to other male artist. The costume of the artist aren't overdone, men tend just to wear all black in rap artist. Men in this genre don't tend to over dress which is expected in this genre. This video backs up Neale's theory of expectation.
The band all most make a parody out of male bands, we denote them making fun of other bands and the conventions that male bands have built up. The video is made of a performance, the genre is rock with a sub genre in my view of pop. In the video they have a typical set up like a rock band where we denote them playing their guitars and singing to the screen. But the big twist is when they are making fun of other bands and we denote them dancing and playing with flowers. The parody is very clear in the video which makes it different and attracts new audience. I would use this theory in my work to keep my audience interested as the video is 3 minutes long and you don't what the audience to be bored.
In Biggie song 'Sky's the limit' we denote a big mansion with a big swimming pool, The locations looks expensive. We also denote expensive brands, in most song like this genre we denote big brands which connotes this genre has a lot of money. We expect artist in this genre to have these big brands in order to get the audiences attention. We also denote the artist wearing big gold chains, this is beyond common and expected in songs in this genre, this connotes street cred and how much money the artist has. Women like bags, rap artist like their chains. We also denote random women dancing in the background, who are half naked. This is common in video of this genre to show that the artist can get females and shows how big they are to other male artist. The costume of the artist aren't overdone, men tend just to wear all black in rap artist. Men in this genre don't tend to over dress which is expected in this genre. This video backs up Neale's theory of expectation.
Repetition and differences
Repetition and difference play a big part in music videos as this can lose or gain audience views on the music video. If the genre or artist videos become the same people tend to lose interest in the video. Repetition is things we denote all the time in music videos where as differences are twist which the audience don't expect like in call me maybe when he gives his number to the man rather than the women.The band all most make a parody out of male bands, we denote them making fun of other bands and the conventions that male bands have built up. The video is made of a performance, the genre is rock with a sub genre in my view of pop. In the video they have a typical set up like a rock band where we denote them playing their guitars and singing to the screen. But the big twist is when they are making fun of other bands and we denote them dancing and playing with flowers. The parody is very clear in the video which makes it different and attracts new audience. I would use this theory in my work to keep my audience interested as the video is 3 minutes long and you don't what the audience to be bored.
David Bordwell
David Bordwell genre themes believed that any theme may appear in any genre. This theory means i can put what ever i like in my music video, but also means i can mix two genres in my music video and have a valid point to back it up. This theory means my audience won't lose interest in my music video because it won't be the same genre on screen for 3 whole minutes. I think a performance mixed with a narrative would keep the audience interested as it lets them see the artist and denote a story/meaning to the lyrics which people like. This theory also gives us more area to develop the video as there are no limits in terms of how many genres i can mix to create an original music video. My main themes will be narrative and performance because i feel they will be easy to do but i can expand on theme to create a challenge for this task.
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