The document discusses several conventions of pop music videos including: including performance elements, fade effects and quick cuts. It analyzes Katy Perry's "Thinking of You" music video, noting it uses these conventions. The video tells a narrative story that reflects the song's lyrics about a couple separated by war. Camera angles focus closely on Perry's lips and eyes during emotional scenes. Costumes and mise-en-scene portray Perry as sexually desirable but the camera remains moderately voyeuristic to match the video's tragic tone.

1. Textual Analysis – Genre
Bradley Barnes

2. Genre characteristics
A key convention of pop videos is a performance element in the music video, meaning the video is usually
either performance-based or, if concept or narrative based, include the artist performing throughout. The
“Thinking of You” music video is narrative-based and although Katy Perry is playing a character, clips of her
performing the song are interspersed throughout the video, having adopted Goodwin’s theory about videos
demonstrating genre characteristics.
Another common convention of a pop music video is using fade in and out effects, and quick cuts when
editing, such as in “That Girl” by Mcfly. “Thinking of You” begins with a fade in to the first image, an
abstract shot of the female character’s shoes. There are a many jump cuts throughout the music video and
some match cuts. As the video draws to a close the screen fades out again, following the convention of using
fade effects found in pop music videos.
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3. Neutral colour schemes are also popular in pop music videos, and “Thinking of You” follows through. Set in the
1940’s, a decade of pastels and neutrals in terms of fashion, the mise en scene was very subdued and natural. The
costumes include dulled shades such as black and brown (in the funeral shots, and in the men’s clothing), but are
brightened in the flashbacks with the use of pastels and florals the lead wears, signifying that was a happier time.
Therefore, reflecting her indie alternative genre as a result.
The setting is picturesque and natural, and the house and outdoors were neutral in colour. The black-and-white
effect on the combat shots also remained within the neutral colour scheme.
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Does colour reflect genre?

4. Storyline
Katy Perry’s “Thinking of You” is narrative-based, presenting the storyline described in the lyrics. The lyrics
describe a couple torn apart by war, showing the female lead attempting to move on with a new lover but not feeling
complete: “Cause when I'm with him I am thinking of you”. The story goes on, citing how the female regretted
letting the soldier go and ending with wishing he’d come back and take her away: “Oh won't you walk through And
bust in the door And take me away”.
The lyrics are reflected in the visuals of the music video, as the clip tells the story of a young couple now separated
by war. The video features past and present insight into the female’s life, showing her failing attempt at a new
relationship and attending of the soldiers funeral, interspersed with flashbacks of the couple before the war, going
on dates such as swimming, picnics and dancing. There is a strong relationship between the lyrics and the visuals as
the video illustrates the lyrics, showcasing the story . Some literal examples:
As the artist sings “I am
thinking of you”, the footage
cuts to a flashback clip of the
couple riding a back,
symbolising whom she’s
thinking of.
The video cuts to a panning shot of
the female character’s new lover
while the line “I guess second best is
all I will know” is sung, referring to
the fact that she will have to settle for
someone who won’t ever really
replace her past love.
The line “And bust in the door” is sung
at the time the female lead closes the
door, creating a link between the lyrics
and visuals, and amplifying the tragic
nature of the video; As she’s wishing for
the soldier to return home, she’s closing
the door to attend his funeral.

5. Camera angle/motifs
There are many close-ups of the artist performing the song throughout “Thinking of You”. This brings the audience
closer to the artist and establishes the artists role in the music video. Close-ups are also used not only to show
emotions, but to reflect the words of the song with the movement of the lips of the artist.
Katy Perry doesn’t seem to have a particular motif or style when singing, but their is emphasis on her lips in extreme
close-ups and close-ups, and there is usually some activity happening when she is singing e.g. Putting on lipstick,
looking out of the window, etc. In “Thinking of You” she doesn’t directly look into the lens either, possibly
intending a natural look, which could be categorised as a visual style as well.

6. Within the music video, there are frequent notions of looking made by the “new lover” character within the music
video, encouraging the audience to indulge in similar behaviour. The character looks and watches the artists in a
very predatory and sensual way, and this sexualises the artist and makes her seem more appealing to the viewers.
Character
The mise en scene, regarding costume, is very scant, with Katy Perry’s outfits in the present, aside from in the last
funeral shots, consisting of 1940’s underwear including garter belt and hold-ups, and a sheer dressing gown. This
could be technique used to portray Perry as sexually desirable, which would popularise her as an artist for male
viewers in particular, but perhaps also as elegant and classy.
Although in a very risqué costume, the camera is voyeuristic on a moderate level, with the focal points of its close-
ups being Perry’s lips and eyes, rather than her breasts, legs and bottom. This could be due to the tragic and emotional
nature of the track and the music video needs to mirror that in its approach, and so despite Perry’s near-bare
appearance, the filming technique and style creates an impression of elegance and attractive but not promiscuous.

7. Within the music video, there are frequent notions of looking made by the “new lover” character within the music
video, encouraging the audience to indulge in similar behaviour. The character looks and watches the artists in a
very predatory and sensual way, and this sexualises the artist and makes her seem more appealing to the viewers.
Character
The mise en scene, regarding costume, is very scant, with Katy Perry’s outfits in the present, aside from in the last
funeral shots, consisting of 1940’s underwear including garter belt and hold-ups, and a sheer dressing gown. This
could be technique used to portray Perry as sexually desirable, which would popularise her as an artist for male
viewers in particular, but perhaps also as elegant and classy.
Although in a very risqué costume, the camera is voyeuristic on a moderate level, with the focal points of its close-
ups being Perry’s lips and eyes, rather than her breasts, legs and bottom. This could be due to the tragic and emotional
nature of the track and the music video needs to mirror that in its approach, and so despite Perry’s near-bare
appearance, the filming technique and style creates an impression of elegance and attractive but not promiscuous.