Genre theory proposes that genres have codes and conventions that define them. A genre refers to a type of media content, like music videos, that audiences can recognize based on consistent characteristics. Genres evolve over time as conventions change through agreements between creators and audiences. Music video theorists have identified common elements of genres, like R&B, that help classify a video, such as its visual style, themes, and relationship between music and visuals. Audiences are familiar with genre conventions and can easily identify a genre based on its adherence to typical codes.

1. Genre Theory
By Ellen Whight

2. Genre Theory
The genre theory bases it self on codes and conventions of the type of genre you choose,
this means everything that should be included in that certain genre i.e. an R&B music video
would be shot in an urban area or club, themes and setting etc. The codes and conventions
are the same every time for the same genre, the only thing that’s different is the style in
which the director directs the music video, such as techniques, camera work styles etc. The
genre theorist Professor Steve Neale is an analytic philosopher and specialist in the
philosophy of language who have written extensively about meaning, information,
interpretation and communication he declares that ‘’Genres are instances of repetition
and difference’’ he states that difference is good as more repetition would be boring and
would attract an audience. Genre refers to the type of music and music video, each genre
has it’s own characteristics, techniques, setting, themes etc. Which can be identified and
recognised by an audience as that specific genre.

3. Theorists
• Knight argues that ‘’making sense of texts in genres is an active process of creating meaning.’’
• Duff is like many other theorists, he believes ‘’that genre is evolving over time and that
conventions are a result of agreements between the author and reader.’’
• Sonia Livingston says that ‘’Different genres specify different contracts to be negotiated between
the text and reader’’ again like Duff.
• Nicholas's Abercrombie says that ‘’Media producers should stick to using the typical conventions
in a music video or film, as audiences are guaranteed to like them and identify with them
easily.’’
• Andrew Goodwin says that – ‘’Music videos are often constructed by the link between the visuals
and the song plus the artist. Relationships are built between these in the video, and the close-
ups of the artists gives them the representation and publicity they require. Voyeurism is used
to increase the video’s attractiveness, particularly to males, whilst intersexuality is often
employed in humorous videos.’’

4. Andrew Goodwin
Andrew Goodwin a music video theorist numbers a load of features which are identified in a
music video these are:
 A relationship between the lyrics and the visuals, with the visuals illustrating,
amplifying or contradicting the lyrics.
 A relationship between the music and the visuals, with the visuals illustrating,
amplifying or contradicting the music.
 Genre-related style and iconography present.
 Multiple close-ups of the main artist or vocalist.
 Voyeurism often plays a major part, especially in relation to females.
 Intersexual references to other media texts may be present.

5. R&B Genre
R&B, rhythm and blues, is a well known and popular music genre originated in
the 1940’s from African-America, this genre includes and links with other music
genres such as Hip Hop, Rap and Grime. This genre will be classified with
certain artists such as Biggie, Tu Pac, Nicki Minaj etc. Music videos will have
certain representations and lyrics that can be identified by audience members of
what the song/music videos genre is.