SVEN E CARLSSON• Sven E Carlsson said that „One of the most common methods of analysis is to break up the music video into black and white boxes. Almost everything is then perceived as opposites – trash or art, commerce or creativity, male or female, naturalism or antirealism, etc.‟• What is being said is the common approach to music videos in the sense that binary opposites drive the narration of the video forward.
SVEN E CARLSSON• Sven E Carlsson believes that there are two categories that music videos are able to fall into:1. Performance2. Conceptual
SVEN E CARLSSON PERFORMANCE VIDEOS• Performance videos are when the audience are able to see the artist(s) singing and dancing throughout the video.Here is a small list of performance videos:Lady Gaga – Bad RomanceRihanna - Rude BoyMichael Jackson - Black Or White
SVEN E CARLSSON CONCEPTUAL VIDEOS• Conceptual videos are when the audience watch something other than the artist throughout the video.Here is a list of conceptual videos:Lil Wayne - Lollipop ft. StaticMIKA - Lollipop
SVEN E CARLSSON "MODERN MYTHIC EMBODIMENT"Sven E Carlsson created the theory that most performance movies make the performer not a performer any more.“ he or she is a materialization of the commercial exhibitionist. He or she is a monger of their own body image, selling everything to be in the spotlight – selling voice, face, lifestyle, records, and so on”This is saying that performers are restricted in the way that they can perform as they are being used to sell their voice, face, lifestyle etc. Sven E Carlsson says that this is down to the artist being a seller of their body image.
MICHAEL SHOREMichael Shore concludes that music video are recycled styles that contains an information overload and therefore contains views of adolescent male fantasies. Most videos contain elements of speed, power, girls and wealth. All this conveys into soft-core pornography with clichéd imagery.
ANDREW GOODWINAndrew Goodwin says that these theoretical conclusions are the basis of understanding music videos.Cinematic genreAdvertisingNew forms of televisionVisual art“Electronic Wallpaper”DreamsPost-Modern PoetryMetaphysical Poetry“Semiotic Pornography”