A presentation which explains theory for genres in music videos.

1. Genre Theory
for Music Videos

2. Richard Dyer
‘genres are pleasurable because
they offer escapist fantasies into
fictional worlds that remove the
boredom of reality.’
• Utopian worlds that offer an
abundance of energy, excitement
and spontaneity.

3. • Within the Katy Perry video ‘ET’ there is an obviously
fictional universe that has been created which provides
escapism and excitement for the audience.
• The mise en scene indicates that the characters are from
another planet and the whole look of the video is quite
futuristic.
• The theory certainly applies to this particular video as it is an
evidently escapist piece of art which immerses the audience.
• Katy is a key figure in pop and the track fits well for the
visuals as it is brightly coloured, lots of consideration for
costume and makeup as well as a huge amount of
performance focus on the artist which are all evident for pop
music.

4. Fowler
‘one advantage of genres is that they can rely
on readers already having knowledge and
expectations about the works within a genre.’
• They do not have to explain the conventions
of a text as audiences are already familiar.
‘genres can be seen as a kind of shorthand,
increasing the efficiency of communication.’
• It is not necessary to explain all of the details
to them, narratives can therefore be
condensed.

5. • The Neighbourhoods video ‘Sweater Weather’ is a
black and white montage video of a road trip.
• It shows the different destinations they visit, the
people they see and several shots of the car and road
which heightens the narrative of the video.
• It applies to the theory as not much needs to be
explained. There is no symbolism to distinguish as it is
simply and artistic piece with multiple shots that go
along with the music.
• The genre for this band is alternative and indie rock
and conventions that apply along with this video
example include; establishing shots of the band and
surroundings, extreme close ups to show the artist’s
expressions, moody lighting and black and white filter.

6. Allen
‘Any text requires what is called
‘cultural capital’ on the part of its
audience to make sense of it.’
• Music videos often make references
to other music videos, films, TV
shows or other pop culture texts.
• The audience feels pleasure when
this is recognised and it adds to our
understanding of the text.

7. • Lady Gaga’s ‘Telephone’ makes a cultural reference to
Andy Warhol's depiction of Marilyn Monroe, a star
who experienced the same trappings of fame which
Gaga so often comments upon.
• This is shown through her wearing a short yellow bob
which is uncanny to the original painting.
• Warhol played a huge influence in the “Telephone”
video, which explored themes like consumerism in
pop culture and issues of gender and sexual equality.
• Pop music commonly relates to current cultural events
so that they are relatable to their target audience.
Lady Gaga achieves this very well and is clever in
integrating the references into her music.

8. Abercrombie
‘We derive pleasure from
observing how the conventions
of a genre are manipulated.’
• Knowing what to expect
makes us enjoy the
unexpected.
• Creativity in filming style,
setting etc. creates
enjoyment.

9. • This video certainly supports the theory. It shows a man
about to travel on a plane having a heart attack in the
waiting area. This transports him in his mind but through
the journey he should have been having.
• The convention would be seeing him being helped and
taken to hospital but the video dismembers the process
and shows different segments of his mind which includes
the moment of being assisted but also the mundane
moments on a plane such as having dinner and being
shown the safety procedure. This interests the audience as
it is something they haven’t seen before. The disjointed
presentation perplexes yet intrigues the audience.
• There are different skills used such as the use of a green
screen and animation which presents a creative piece
which is highly enjoyable.

10. Fiske
‘the assignment of a text to a genre
influences how the text is read.’
• If you believe a text to be in a certain
genre you will interpret according to
your expectations of that genre.
‘genre constrains the possible ways in
which a text is interpreted, guiding
readers to a preferred reading.’

11. • This video applies to the theory as it shows
the conventional pop storyline of a couple
falling in love.
• From this simple narrative we can expect to
see the building of their relationship, the
good moments they have had together so
far, then a trouble will occur which causes
them to argue and separate temporarily
before reconvening and being happy
together once more.

12. Neale
‘pleasure is derived from repetition and
difference.’
• We like to feel secure with the
familiarity of a genre but also like
surprise.
• Music videos are excellent illustrations
of this idea – they tend to mix genres,
textual references and use different
techniques and forms to keep
themselves interesting.
• Music videos that are creative stand
out more.

13. • This video by Oh Wonder has a lot of repetition with the 2 performers
facing away from each other but there is variation by using different pastel
colours and having a slightly different pattern of camera movements.
• We see the storyline progress of these 2 people bumping into each other on
a street which is displayed by cutting quickly to the different locations and
point of travel each character has reached.
• The audience expect the characters to meet up with each other because we
see the parallels between them travelling and the repetition of the studio
shots.
• It is kept interesting by having long or close up shots of different locations
and then cutting to the 2 characters back to back in the coloured studio.
• They are an alt-pop band which is evidently shown through this video –
they have the artistic use of colour and the palette they use is similar then
with the choice of costume and location it emphasises the alternative
genre. The pop element is evident through the narrative.

14. Hartley
‘genres are agents of ideological
closure; they limit the meaning
potential of a given text.’
• Recently genres have been adapted
to allow alternative representations
– bad cowboys or gay cowboys.

15. • This video is highly unconventional therefore it
enthuses the audience as it is something they have
never seen before and thus have minimal to no
expectation to what will happen.
• It shows a member of the band changing into slouchy
clothes and walking around a busy American city to
prove the fact that he is not famous and can easily
walk around a highly populated pace and not get
recognised which upholds the message of the video.
• They are an indie pop band which means the
audience would expect an artistic hippie piece
probably in a woods however this video completely
contrasts that convention.