1. Genre categorizes media texts into groups based on shared codes and conventions that establish their identity. The implied audience and producer can also influence a text's genre. 2. The author produced a music video for their advanced portfolio that draws from the R&B and dance music genres. While music videos constitute their own sub-genre, genre is a fluid concept according to David Buckingham that evolves through challenging conventions. 3. The author's video both supports and challenges conventions of the R&B genre through elements like its use of color and location. This demonstrates how genre can be played with while still reflecting social changes to remain relevant.

1. Q1B
GENRE
Genre categorises media texts and have them placed in particular groups due to the codes
and conventions which beings out this ‘identity’ of different mediums, furthermore the
implied audience and the producer can also affect a media text being put into genre.
In my advanced portfolio, I produced a music video that is associated with R&B music and
Dance music. Music video is a platform or a sub-genre itself in terms of types of videos. In
relation to genre, David Buckingham regards genre as a concept that is not simple given by
the culture; rather, it’s a constant process of negation and change. This implied that genre
isn’t fixed according to David Buckingham however it will retain certain characteristics of
that certain genre. My video clearly supports this theory of genre, as there are vital codes
and conventions from the R&B genre which have been challenged in the video from real
media texts. Through editing, the use of colour in my music video has portrayed the
emotions of ‘breaking up’ by using ‘cool blue’ colour filter, highlighting this mood, however
generally, in R&B music videos, if it’s a break up song from the R&B music genre, the music
video would typically have a grey tone or sepia tone. Furthermore, in this music video
genre, there are typical conventions that are commonly seen in those R&B music videos;
such as cars and a big crowd behind the artists. I have seemed to challenge those
conventions and used other conventions which aren’t common in the R&B genre. For
instance, there is more of a performance focus with my two actresses; Natalie who is the
artist and Holly who is the ballerina, however they are both shot in the same location, the
black box studio which demonstrates that I have gone off route and haven’t stuck to the
‘common’ convention that you find in a R&B music video. This also suggests that genre can
be played with alongside play an on-going important social role as they are able to reflect
the changes and remain relevant.
In addition, genre can impact the relationship between the texts and the audience. This can
also challenge David Buckingham’s theory as there are few elements of my music video
which follows certain conventions for instance; in my music video, there is an element of
slow motion through time-remapping in the ballet performance which heightens the sense
of emotion and signifies the strong emotive feeling the artist has. This is a convention
heavily recurrent in the R&B music video genre as slow motion is mainly used in
performances and in dramatic scenes which are not very common in R&B music videos as
they are all performance and not narrative based.
According to Katie Wales, genre is an ‘intertextual concept’, they exist and grow because
certain motifs and conventions from other texts are included, by using other elements of
other texts, they begin to help different genres and texts evolve. This can evidently be seen
in my music video where I have taken inspiration from different texts and put them in my
own music video. For instance; after researching similar products, I had begun to take
inspiration from those texts and use them for my own video. Looking at ‘Rihanna –

2. Diamonds’., I was inspired to create a performance video with a range of shots from close
ups to mid-shots to low angle shots to create this direct address, moreover, the use of a
black background was also another feature taken to ensure the performance stood out.
There is a sense of intertextuality in my work which signifies that audiences who are familiar
to this genre would recognise the text more, rather than audiences from another genre.
Concluding, Genre is seen to be more of an concept of ‘referencing’ in my advanced
portfolio and can be potentially have its own sub-genre as it both uses and challenged
alongside developing genre conventions of R&B music video.