This document discusses genre in music videos and provides analysis of several music video examples. It addresses how genre influences the representation of concepts like gender, race and stardom. Genres create expectations for audiences and target particular groups. Music videos use narrative structures and cinematic techniques to develop the artist's image and tell stories. Specific videos analyzed include "Stan" by Eminem, "Sweet Child O' Mine" by Guns N' Roses, and "Hurt" by Johnny Cash.

1. Genre – Music Video Analysis

2. Genre Music Videos
Genre-
Content- sound and image
Structure- lyrics, style- “fit” musical style =
genre categories dictate textual
characteristics/ iconography

3. Genre and Representation
Genres- conventions include/ reinforce particular
representations.
Gender
Race
Stardom
Stereotypes
Tend to reinforce dominant hegemonic values

4. Genre and Audience
Musical genres create audience
expectations.
Question to ask -- How does it make an
audience feel?
Targeting particular audiences
Mode of address
Effects debate – genre and effect
Relation to representation and hegemony

5. Music Video Analysis- general
comments
Narrative structure
Place/ role of artist- image being created
Function like mini film- uses cinematic
codes- characters, story, flashbacks etc.
Artist as character and/or narrator
Can move between performance and
narrative

6. Comments
Chorus can dictate visuals- repetition
Relationship between visuals and
soundtrack is also apparent in technical
codes. The rhythm of the song is reflected
in the editing of the visual so there is a
correlation between pace, imagery, shot
duration and camera movement.

7. Stan- 2002
• Rap
• Mixed with romantic ballad
• Cinematic soap opera narrative- domestic
abuse
• Clichéd horror iconography- dimly lit
cinematography, rain, thunder lightning
• Diegetic sounds- talking, screaming,
weather- cinematic realism

8. Stan
• Dido’s voice incongruous ballad v rap
• Juxtaposition connotes her isolated
position in the video
• She is divorced from the dominant male
perspective
• She is “butting in” in Stan’s narrative
• Ironic lyrics with narrative “your picture on
my wall”- as her lover is obsessed with
another man

9. Stan
• Eminem star persona – as role model
He is the concerned, sensible artist who
educates Stan on how he should treat his
girlfriend thus women. Provides another
layer of meaning as Eminem has
generated moral panics based on his
misogynist attitudes and lyrics.

10. Guns and Roses Sweet Child O
Mine - 1987
• Rock metal
• Performance – authenticity
• Generic conventions- masculine mode of
address
• Lyrics- female as comfort/ security
• Celebrates femininity as angelic innocence
• Studio setting
• Genre – preoccupation with live performance

11. Sweet Child O Mine
• Construction of authenticity – central
• Camera – “set ups”
• Close ups of Slash plugging in – diegetic
sound
• Black and white grainy footage
• Connotes realism
• Documentary realism

12. Johnny Cash “Hurt”
• Cover of Nine Inch Nails song (metal)
• Layers of meaning provided by iconic
Cash star persona, generic style, vocal
delivery
• Song about heroin abuse and youth
alienation and isolation
• Johnny Cash has history of addiction so
song seems authentically autobiographical

13. Hurt
• Song has acoustic guitar
• Slow pace
• Quiet reflective atmosphere
• More instruments join in later in song-more
dramatic tone towards end and
reflects Cash’s defiant attitude- effect is
one of optimism.
• Connotes Cash as strong and fearless

14. Hurt
Cash’s voice is one of deteriorating man,
echoes the reflective atmosphere
Song became more poignant as Cash died
several months after recording video