The document discusses how music videos use generic conventions to create meaning for target audiences. It provides examples of conventions used in a video by the band SLY, including using a real-life setting to seem realistic, costumes everyday teenagers could wear to appear ordinary, performances to camera, and a fast editing pace that matches the music to engage viewers. The handout suggests analyzing a video by Little Mix and the Vamps using similar conventions of representation to understand how they appeal to target audiences.

1. Music Video: the theory

2. Creating meaning to attract a target audience

4. What generic conventions are used in the
music videos to create meaning for the target
audience?
Read the handout and then complete your own for Little Mix.

6. What generic conventions or media language are used in the
Vamps video to create meaning for the target audience?
SLY uses these generic conventions:
• A real setting to create a sense of realism. The beach and pool is an exotic location
connoting luxury.
• Band wears a costume that could be worn everyday by teenagers, suggesting
‘ordinary’ life. The video is naturalistic throughout.
• Performance to camera.
• The soundtrack is dominated by the music.
• Fairly fast editing pace that matches the pace of the music.
• Hand-held camera work suggests a friendship group documenting the day out to
make the audience feel as if they are involved.
• A faster editing style alongside the hand-held camera makes it seem more edgy.
• Narrative based on performance montage.

8. What generic conventions of representation
are used in the Vamps video to create
meaning for the target audience?
Write your own ideas on the handout.

9. What generic conventions of representation
are used in the Vamps video to create
meaning for the target audience?

13. Answer these questions in your book.
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