1. NOTES TAKEN IN
LESSONS
Claire Armitage, Melissa Hall and Danny Bullock

2. CONTENTS PAGE
 Andrew Goodwin theory
 David Buckingham quote
 Steve Neale quote
 Laura Mulvey -Gaze theory
 Narrative
 Representation
 Uses and gratifications

3. A N D R E W G O O DW I N T H E O RY
There is a relationship between the lyric and visual or they could contracting
(opposite).
Thought beat: Beat gets faster along with the editing pace.
 Meat shot
 Voyeurism
 Close ups of main singer
 Intertextual reference
 Postmodern e.g. Move like Jagger music video
Genre works on repetition and difference

4. DAVID BUCKINGHAM
“Genre is not simply given by culture, rather, it is in a constant
process of negotiation and change”

5. STEVE NEALE
“Genres can be seen as a means of controlling demand”

6. L AU R A M U LV Y- G A Z E T H E O RY
“Visual pleasure and narrative cinema”
Semiotic- The concept of something… why ?
Media Language:
 Narrative/Performance
 Choreographed dance routine
 Lip sync
 Star image

7. NARRATIVE
 Some videos contain a mixture of narrative and performance.
 Performance- Feature the star singing to enthusiastic fans.
 Narrative- Any story in linear, cause effect sequencing.
 Conceptual- Contain possibility for the multiple meanings as a metaphor.
 Mimetic- Is showing by directing representing an action.
 Diegetic- Is the telling of the story by the narrator.
 Focalisation- View point or perspective of story been told.

8. REPRESENTATION
Queer Theory- Judith Butler
Queer theory looks at destabilizing and shifting the boundries of
these cultural constructions.
Example: Lady Gaga

9. USES AND
GRATIFICATIONS
Gratifications- News Gives you information
Stuart Hall- Reception Theory
Encoding/Decoding Encoded by producer, decoded by reader
Dominate- Meaning the producer intended
Oppositional- For an example they don’t get the work.