Genre theorists introduce three theories about how music videos convey musical genre to audiences. Daniel Chandler's theory is that genres have defining conventions around elements like costume, lighting and setting. Steve Neale's similar theory is that genres must balance repetition of conventions with some difference to stay engaging. The uses and gratifications theory suggests people watch music videos for reasons like entertainment, education and escapism. Examples are provided that conform to each theory.
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2. INTRODUCE THREE
THEORIES
These theorists have different ideas of what they believe that different
music videos do in terms of the genre that they are trying to create
for an audience in order for them to recongise what genre the music
video is. In the next few slides I will discuss their ideas and give
examples of music videos that with conform or subvert with their
theories.
3. EXPLANATION OF DANIEL
CHANDLER
Daniel Chandler believes that all genres are made up by set conventions. This means that each genre
has certain conventions that they will use so that they can be identified by the audience as that certain
genre. These conventions will be about the content and forms used within the video.
These things include-
Costume
Lighting
Acting
Make up
Props
Setting
Lighting
4. EXAMPLE OF THEORY
The example for this theory that I want to use which conforms the theory is Watch dem
roll by Sean Paul. This genre of music is r&b. This is apparent all through the music
videos through the choice of mise-en-scene. In the music video the artist is wearing gold
chains and what looks like an expensive watch, with dark baggy clothing and trainers. This
look can be seen as chavy and a very stereotypical style for the r&b genre. In the video
there are women in it that are being objectified and acting as the male gaze theory as they
are doing erotic dancing while the men all watch. They are all also wearing revealing
clothing as well which looks suggestive and very seductive for the men that are watching
them which is associated with the r&b genre because they are always surrounded by girls
etc.
5. EXPLANATIONS OF STEVE
NEALE
Neale’s theory is very similar to Daniel chandlers theory but he adds to this and explains in
more detail. Steve Neale quotes that ‘Genres are instances of repetition and difference’.
This means that he believes that each genre needs to follow the same conventions by they
also need to have some difference. They need to have some individuality so that they are
not just recreating existing products. He also quotes ‘Difference is absolutely essential to
the economy of genre’. This means that he believes that audiences will get bored if they
keep seeing the same type of music videos all the time so if they have a bit of difference
within each one then it will be more enjoyable for the audience. It is also essential for the
success of the different music genre because people won’t want to watch any more of the
genres music videos which could effect the music as well. It is important that each music
video has a unique selling point (known as a USP).
6. EXAMPLE OF THEORY
An example of Steve Neale's theory is a Mcbusted music video for get over it.
They are in the pop genre and are a typical boy band but they have a wider
audience as they began their career a few years ago releasing their hit singles
which are still popular today. But in this musical video they do the typical boy
band video with them playing in the band but then they also have a story line
to it which makes it different and have a unique selling point for their audience.
This music video conforms the theory that Daniel states.
7. USES AND
GRATIFICATIONS THEORY
This theory suggests that there are 5 reasons why an audience will watch a music video. These are:
Educational
Entertainment
Escapism
Social interaction
Personal identification
The most common one of these that occur in music videos are purely for entertainment as most
music videos are aimed to think about what the audience want to see which would be for
entertainment purposes. However, some music videos will be used for educational purposes to inform
audiences about different things such as certain social issues.
8. EXAMPLE OF THEORY
The example of this theory that conforms the uses and gratification
theory is Pinks Family portrait. In the music video it suggests many
issues surrounding a family break up. It shows how different people
go through different family issues.
