Buckingham's Theory of Negotiation

1. David Buckingham’s Theory of Negotiation
 “Genre is not simply givenby the culture, rather it is ina constant
process of negotiationand change”.
 We could argue that this is vital to understanding music videos, wherein
order to appeal to the audience and seem cutting-edge and new, the
producers haveto reinvent and revisethe generic conventions to create
a fresh and appealing but recognisablemarketable product.