Other Theories...

Below is Andrew Goodwin's, Star Theory which we have also made notes on so that we can relate it to our textual analysis'. There are also two other theories below which explain their opinions on the conventions of genre in music videos.

 

Andrew Goodwin (1992) - generic conventions – 6 conventions

·         Different sub genres have different conventions – performance in rock video, choreographed dance routines in pop videos

·         Relationship between lyrics and visuals

·         Relationship between music and videos

·         Demands of record label will include the need for lots of close ups of the artist to emphasis image of star

·         Frequently reference to notion of looking (screens within screens, telescopes etc.) particularly voyeuristic treatment of the female body

·         Often intertextual reference (to films, TV programmes, other music videos and other popular culture)

Hartley (1994) & Hodge and Kress (1988)

·         Jon Hartley – ‘genres are agents of ideological closure – limits the meaning of given text’ – ruins creativity

·         Robert Hodge and Gunther Kress – ‘genres control the behaviour of producers of such texts, and the expectations of potential consumers’  - can’t be too experimental, conforms to audience’s expectations

John Fiske (1987) – genres reflect zeitgeist

·         Generic conventions ‘embody the crucial ideological concerns of the time in which they are popular’ 

·         Tells us something about the ‘way of the world’ in the time in which they were popular