social pharmacy d-pharm 1st year by Pragati K. Mahajan
David buckingham's theory
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.