The document provides feedback on a student's coursework analyzing their music video production in relation to genre. It discusses how the student addressed both syntactic and semantic genre elements in their video. Syntactically, they used fragmented nonlinear editing and an opening enigma to portray indie genre's anti-mainstream ideology similarly to The Kooks' video. Semantically, they emphasized fashionable costumes, artistic location of Brighton associated with indie culture, and band performance through shots highlighting style. The feedback suggests discussing postmodern concepts of intertextuality and genre fluidity in introductions and referencing more genre theorists.

1. Hannah Lenane
Media Studies Revision
Q1B
“Analyse one of your coursework productions in relation to Genre”
John Fiske describes genre as “separating the wide range of texts circulating in society
today”. In other words, genre categorizes texts in a media saturated culture, although, genre is often
changeable over time usually as the result of cultural or institutional developments (or technological
developments). For example, the recent combination of game show, soap opera and documentary
has lead to the birth of reality T.V. which in today’s society is widely appreciated and recognised by
the public. This aside, genre is advantageous as it allows opportunities to re-use aspects of the
product in new media texts, making them easily recognisable and therefore a selling point to
audiences. Producers use genre conventions in order to encode their texts with recognised
meanings, thereby attempting to control, to some extent, audience response.
I do think in your introduction you should make some reference to the fact that genre is increasingly
fluid and less relevant than it used to be given the fragmentation of audiences.
In relation to genre, there are two important aspects to examine. The first being syntactic
elements. These are the ways in which a product is manipulated in order to portray an ideology,
such as anti-establishment. It was therefore vital for me to consider syntactic elements with regards
to my A2 music video in order to portray the Indie genre successfully. From extensive research I was
aware that the Indie genre promoted an anti-mainstream, un-stylised ideology in order to
emphasize the ‘individuality’ of the artist or band. It was decided that the most successful way in
which to portray this ideology was in post production editing. The narrative structure of my music
video is fragmented, the story regularly interrupted with moments of band performance or
flashbacks. The video also starts with an enigma, in this case opening with a series of clips that we
come to learn are also the end. Both of these factors reject a traditional linear narrative structure,
thus reinforcing the Indie genre’s un-stylised (this is the wrong word. I would argue that Indie is a
highly stylised genre. Perhaps make reference to the fact that, while Indie started as ‘do-it-yourself’,
as it has become more popular and marketable this ‘do-it-youself’ ethos has ironically become
manufactured and staged). and anti-mainstream ideology in a way similar to that of The Kooks
video to Ooh La. This video opens on an enigma too, a clip of the band being interviewed on French
television, but we do not know why. The narrative after this is then too often fragmented with band
performance and artistic shots of Paris. From this we can see that in the same way as real media
products of the genre I have used editing and narrative in order to produce syntactic elements.
Perhaps refer to your use of Brighton as a location known for reflecting the anti-mainstream, cool
ethos of Indie and link to The Kooks and Paris and the fact they are both urban locations.
The second aspect to consider is semantic elements, the ways in which aspects of the
product inform an audience of the genre. For example, upon researching real Indie music videos I
found that often emphasis on fashionable costume, artistic location and band performance were of
great necessity to a video of the genre. The Metros video to Talk About It solely focuses on band
performance, filming the band singing as they run towards the camera. Often close ups are used to
highlight their geek chic image of skinny jeans, shirts and pointed shoes. I understand this to be in

2. order to fulfil the audience’s psychographic need for an idol figure to derive inspiration from.
Therefore in my music video attempts were made to also meet this need and reproduce a
recognisably Indie video.
Firstly it was important to emphasize fashion within the video. I ensured that all those
involved were dressed in costumes that reflected Indie fashions of the time I.e. un-stylised clothes
such as skinny jeans, baggy t-shirts and scruffy hair etc. I then used a collection of long shots and
medium close ups of both the band and actors that would enable audiences to see and draw
inspiration from the look. For example, during the band performance sections of the video the
footage cuts from an extreme long shot, whereby the whole band can be seen, to a medium close up
of the lead singer. This highlights the entire band’s look and then allows audiences to examine more
closely the main representative of the band, allowing them to take ideas from both his look and
attitude. Secondly, it was also important that a recognisable artistic location, associated with the
Indie scene was used. The location chosen for my video is Brighton as its artistic temperament and
alternative lifestyle are common knowledge, attracting the Indie culture. The location is openly
revealed to audiences via long shots of the pier and a close up of the wording stating ‘Brighton’ on
the pier. Artistic locations within Brighton such as the sea front, the shopping lanes and art
sculptures in the street are also included in the footage to further enhance the location to
audiences, making it more attractive to our target audience and signifying the Indie culture involved.
Very good.
A good effort Hannah, but if you get a question on genre you must refer to postmodern concepts of
intertextuality and the ‘genre-less’ text. There isn’t enough explicit reference to theories or theorists
and this will cost you dearly in the exam.
Good use of examples and moments from your own video.