2. GENRE
“Jason Mitchell 2001 – argues that industries use genre to sell products to audiences. Media
producers use familiar codes and conventions that very often make references to their
audience knowledge of society and other media texts” – is this true in the video you
are looking at? Have they used conventions from similar videos and referenced
society?
The video I will be applying this theory to is Nelly Ft. Kelly Rowland – Dilemma. The
statement could be true when you look at the fact that all videos coming from the same
genre do have similar conventions because of the simple fact they are the same genre.
The mainstream, obvious things the audience expect to see will be put into most videos
so they can tell what genre it is and what to expect. Such things like baggy clothing,
jewellery, cars, revealing women and cultural neighbourhood are all seen in this video as
they are seen in many others. Although I don’t think you cant use similar conventions as
a video of the same genre because to me they are original things you expect and want to
see in that genre of music. If another genre then come and used some hip-hop/rap
conventions then it could be said that two different genres had used familiar codes and
conventions.

3. GENRE
“The video I will be applying this theory to is Nelly Ft. Kelly Rowland – Dilemma which was
released in 2002. http://www.youtube.com/watch?v=8W Christian Metz (1974) argues that genres go through
a typical cycle of changes during their lifetime” – is this true? Look at a video from 10 years ago of the same
genre, are they similar in any way? What are the differences in the conventions?
This video is was released 10 years before my chosen video Right By My Side – Nicki Minaj Ft. Chris Brown
and they are still very similar due to certain conventions that are carried throughout the years. It is clear
that the genre has developed and changed over the years, the beats and rhythms of the songs have
become less “urban” is some sense as other aspects are now added it like hints of pop or RNB. Also of
course the dress sense is more updated yet the clothes are still very much the same, baseball
caps, trainers, baggy tops and big jewellery. Also the general style and location has moved on but still
some areas are the same. In Nelly’s video the location is mainly the neighbourhood shown in the
narrative side as most hip-hop/rap videos were shot in their “area” years back as that’s where the music
started it was almost expected from the genre. In Nicki Minaj’s song some shots are outside but not in an
urban area, although there is a scene where she is shown inside her home which gives a real urban feel
by the way she is sitting, her costume and the message she is portraying via her lyrics. The editing
techniques are still very much the same, in both there is a variety of camera angles and they are cut
quickly and smoothly so the performance and narrative run nicely with the lyrics and also the slow motion
affect used to slow down parts of the video where both male and female artists are interacting so the
audience can see clearly what’s going on and see their facial expressions.

4. NARRATIVE - TODOROVS
Todorov's theory does somewhat apply to some music videos for example I have chosen to
apply it to Bow Wow feat. Omarion - Let Me Hold You ft. Omarion which is under the
genres of rap and RNB like my chosen video by Nicki Minaj.
1. Equilibrium or normality – This is the start of the video where the female is shown at
home as normal and then she receives a phone call from Bow Wow.
2. Disruption of the equilibrium by a significant action or an event by “agents of disruption” –
This would be when Bow wow turns up at her front door asking her to go to a party with
him.
3. Recognition of the disruption – They get to the party and Bow Wow leaves her by herself
whilst socializing with other girls and his other friends which she doesn't’t know. She then
goes to leave the party without him.
4. Attempt to repair the disruption – He goes and apologizes to her before she leaves
without him and he drives her home.
5. Return to equilibrium or normality – The female returns home just as happy as she was
before she left for the party.

5. NARRATIVE - LEVI STRAUS
The video I chose to apply this theory to is 50 Cent - 21 Questions ft. NATE
DOGG which is under the hip-hop and RNB genres. – does you video have
a binary opposition in the narrative? Two people that are fighting (not
necessary physically) or opposing each other?
In this music video there is a clear binary opposition in the narrative. 50 Cent
goes to jail so the jail officers can be classed as an binary opposition as they
are working against him to keep him in prison and he is working against them
to try and get out. Also there is another power male shown in the video in the
prison that has a fight with 50 Cent so this is clearly a physical opposition but
also during his time there he is working against him to make him feel small
and below him. The at the end the male shown in the prison giving 50 Cent
grief then gets arrested and he is happy about this, a clear binary opposition.

6. REPRESENTATION - STEREOTYPES
“O’Sullivan et al (1998) details that a stereotype is a label that involves a process of
categorization and evaluation. We can all stereotype shorthand to narratives because
such simplistic representations define our understanding of media texts – e.g we know
who is good and who is evil.” – what stereotypes have been used in the music video
you are looking at?
In the last three videos I have listed most stereotypes of the hip-hop/rap/RNB genre have
been used. For example all of the male costumes are similar, they have baggy jeans and
tops with trainers, big chains, rings, sunglasses etc. Again this is very stereotypical
clothing of this genre and is expected when new videos are released. Then there is the
location of the videos, there is one set at a house party, a neighborhood and then a jail.
Out of all three locations at least one of these is expected to be in any hip-hop/RNB/rap
video because these are the usual foundations of where the artist come from, how they
where brought up, previous lifestyle choices or the way they are living at the moment.
These are very stereotypical because a lot of music videos do use them because this is
what the genre is about.

7. REPRESENTATION - GENDER
The video I chose to apply this theory to is 50 Cent - 21 Questions ft. NATE DOGG which is under the hip-hop and
RNB genres. “How has gender been represented in your video? E.g. are the men conventionally
masculine?”
In this video 50 Cent is shown to be very masculine. Firstly because he is shown on the way to jail and inside
of jail and he doesn’t seem to be showing any signs of weakness therefore people may consider this a
very masculine act, a very manly thing to go through. Then we also see him in a vest, his appearance
then changed to a very masculine look as we can see all of his muscles, his big build and all of his
tattoo’s which again is classed as a very manly thing. Lastly we see him having a fight whilst he is in jail
with another powerful male, this brings about his masculinity as he is trying to protect himself and stand
ground.
The female shown in this video is portrayed to be very feminine. We don’t see too much of her but from what
we do see it shows. Like when she is on the phone to 50 Cent, it is a split screen whilst he is in jail he
seems fine like a man would but she on the other hand her face shows a lot of emotion, she looks very
sad and lonely like she was dependent on him like most women are. Then she is shown inside a
caravan with 50 Cent where they share a few moments she is shown in very revealing clothing which
are very feminine, a lace silk nightie with frills around the edges. Again in this moment she was very
forward like she is missing him a lot as he does show some emotion but not as much as her, this again
shows her as very emotionally unstable. Lastly we see him and her interacting in the prison at “visiting
time” and after they share a kiss they take 50 Cent away and she becomes very upset about this and
begins to cry, something that is expected from a female in this situation.

8. LAURA MULVEY – THE MALE GAZE
“Laura Muvley (1975) argues that the dominant point of view is masculine. The
female body is displayed for the male gaze in order to provide erotic pleasure
for the male. Women are therefore objectified by the camera lens and
whatever gender the spectator/audience is positioned to accept the
masculine POV” – is this apparent in the video you are looking at?
Out of all three videos I looked out throughout this task the video that
most applies to this statement is 50 Cent - 21 Questions ft. NATE
DOGG, I say this because there is a scene in this video where the
female is shown in very short, revealing clothing for his pleasure and
the camera used a full body shot at one point to focus on her, this
then lead to sexual antics between the two of them.