2. Reason for codes and
conventions
It helps the genre with recognition
because each genre has different
conventions.
Provides a structure and helps with
planning
3. Typical Conventions
Set in a club or similar rich, party
environments.
Features women (with very limited
clothing)
Jewellery, drugs, alcohol
Usually no narrative
4. Mise en-scene
Reoccurring conventions include women,
jewellery, expensive clothing, expensive
cars etc. this is due to the artist to show
that he is financially powerful and has a
lot of women. An example of this can be
found in 50 Cent – Candy Shop.
5. Location
The location vary with the times. Videos in
this genre are modern featuring the latest
fashion in the latest cars. They are set in
popular destinations with the times. E.g, in
a modern mansion, beach, popular city
etc.
6. Juxtaposition of costumes for
male and female hip hop
artists
The male artist, 50 Cent, is wearing a
baggy sports t-shirt, backwards
baseball cap and an expensive chain
along with a watch studded with
diamonds. In contrast, although the
female artist is also wearing expensive
jewellery, her clothing is tight, revealing
and reminiscent of lingerie. This sends
out a message that inequality is
accepted in hip hop. The hip hop
industry is biased towards men.
Women are controlled by men in
directing and in the narrative and are
mainly used as an extension of props.
