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  2. 2. Andrew Goodwin identifies “there is a relationship between the lyrics and the visual”. Taylor Swift’s music video follows the convention of our genre because we would like our genre to have a lot of action in the video so that it would connect with the audience, but also links with the lyrics and the music video. <br />In these two images Taylor sings “She's cheer captain and I'm on the bleachers” a typical group in American high school, where cheerleaders are supposed to be popular ones, and the Bleachers are ‘geeki-fied.’ this is what the audience expect to be in the music video and know how it will end, the geeks end up getting her guy.<br />Taylor swift<br />
  3. 3. The music video’s that i believe that follow the music conventions, have the close up of the artist as the main person. To show the audience what they are feeling and how <br />
  4. 4. In this music video you see alot of typical micro-elemnts such as cinematography, in these four pictures you can see different angel shots to show the main artist facial expression, and how’s she feeling. There is also a few shoulder shots to get the audience attention. Another shot is POV(point of veiw shot) where we see Taylor looking through the window at the guy. These all follow the conventions of our genre, we want the audience to connect with our music video. <br />
  5. 5. Audiences like genres because it is just this genre expecteancy which an audience desire. When the expectation are fullfilled it provides pleasure. Audiences feel safe and are reassured by the familiar text/video. Media producers like genre because they copy a winning formula that has established audience which makes the video finacially safe and reliable. Mis en scene, all link to the music and the lyrics, to make a good sequence. <br />
  6. 6. The artist may develop their own star iconography, in and out if their videos, which over time, becomes part of their star image. As for Taylor Swift her star image is a sweet, girl next door image, she can not do anything wrong, and good always happens to good people, which she sends out to the audience, most of her music video sends the same messages about loving the right person, and one way or another you will always get the person whom you meant to be with. <br />The ‘Male Gaze’- by Laura Mulvey, 1975, a feminist gave the quote ‘visual pleasure in narrative cinema.’ This is how women are shot in media texts (cinematography), women are there for the pleasure of men and that is what you see in every music video. <br />
  7. 7. The Saturdays<br />I chose to do the Saturdays because of their editing. Again it has alot of moving about, because they’re a group and everyone in the group are there to give out an iconography. They more teenagers/adults, having fun, being bold and standing out from the crowd. They follow the music conventions that I would want. They use mediam shots and long shot to show what is going on in the video, and also introducing the artist (since they a group). <br />
  8. 8. Mis en scene and and lighting both match and that they follow the conventions of my chosen genre. They have typical locations where they are there for each other no matter what. They give messages out ‘that your world does not always revolve around boy’s’ and ‘you can have a laugh with you girls.’ Audiences do not get bored of genres because the audience feel safe and are reassured by the familiar text. <br />
  9. 9. Pixi lotts <br />This music video that I have chosen follows the conventions of my genre because unlike the other two it uses more editing, like fading in, and using extreme long shots, to introduce the location of the video, which is a typical stting of London. <br />
  10. 10. Close ups of her face and her body. To show the location and the costume, lighting. <br />Also the ‘male gaze’ is shot, a picture of her legs and her beautiful face, and a good looking body.<br />The lighting is low, setting the mood, and time the artist is at, so lighting is an important convention to set the mood of the video. <br />