The document outlines several theories about music video conventions and how they are used to convey meaning and engage audiences. It presents the key ideas of theorists such as Firth, Archer, Goodwin, Propp, Levi-Strauss, Barthes, Todorov, and Berger. For each theorist, it provides a brief description of their idea and typically includes 1-2 song examples to illustrate the concept. The theories focus on common narrative structures, representational techniques, the use of symbols and codes, and how meaning is constructed through visuals, music, performance and cultural knowledge.

1. Theorist Idea Example
Firth 1988 To give the audience the Bow wow ft Ciara – Like you
experience of an in concert
performance. The Males are Cassie – Official Girl
often presented to be the
dominant one and the females
follow on from what the males
do. Love story is most popular
within this theory. Conceptual –
metaphors to create a mood.
Steve Archer (2004) Music videos will cut between a Cassie – Long way to go
narrative and a performance of
the song by the artist. A
choreographed dance might be Cherish – Do it do it
present in the video. The artist
will be a part of the story,
acting as a narrator and
participant at the same time.
Lip synching close up and
miming of playing instruments
that remains at the heart of
music videos.
Andrew Goodwin (1992) Images provide a literal Rihanna – Rehab
representation. The theory also
includes of repetition of key M.I.A – Bad girls
meanings and effects to
manipulate the audience. The
images contrast with the music
and the meaning of the song is
completely ignored. The music
video tends to frame the star.
Vladimir Propp A set of stock characters that Ray J – One wish
reappear in each music video.
The rules include of:
Hero: person on the
quest
Princess- Prize for the
Hero
Helper – helps the hero
on the quest.
False hero – Somebody
who believes they are
the hero.
Dispatcher – Sends the
hero on their quest
Father- Rewards the
hero
Villian- Attempts to
stop the hero on his

2. quest
Donor- Provides objects
to help the hero on his
quest.
Levi-Strauss In every media text there are AvrilLavigne – Girlfriend
binary oppositions, or a conflict
between two opposites. The Beyonce – If I were a boy
audience know who they would
side with. Examples:
Good and bad
Rich and poor
Eastern and Western
World
Love and Hate
Roland Barthes The enigma code: Chris Brown – She aint you
Audience interested by
the need to solve a Rihanna – Love the way you lie
problem.
Action Code: Audience
gain excitement with
resolving a problem.
Semantic code –
Audience make
assumptions that a
person dressed in black
is evil.
Cultural code – The
audience derives the
meaning in a text from
shared cultural
knowledge about the
way the world works.
Todorov There are 5 stages in this Basshunter - Now you gone
theory.
Original Equilibrium Basshunter – All I ever wanted
Disruption
Recognition
Attempt to restore
original equilibrium
New equilibrium.
John Berger ‘Ways of Seeing’ Dance tracks may just have Rihanna – Rude Boy
pulsating abstract visuals which
follow the beat with no visual T Pain Ft Chris Brown - Freeze
reference to human agency.