Genre and conventions

Definition: The style seen throughout a music video.

"Genre is no longer a fixed set of elements".
Buckingham (1990) argues that genre is a constant process of negotiation and change.

Genre - codes and conventions that enable audiences to sort texts into groups
Hybrid - a crossover of genres. Genres changing.

Genres contain a repertoire of elements - what the audience expects to see.

Is it important to know the genre of a song before watching the promo?

• It is helpful for the audience to know the genre of a song before watching a music video so they know what kind of conventions to expect
• They will know what to expect when it comes to the mise-en-scene of a promo
• It is important to know the differences between genres - you can appreciate the more subtle conventions
• Fulfils audience expectations
• Predictable
• Creates a 'shorthand' means of communicating to the audience
• Allows a quick set up of a character/plot
• Yet needs a twist/innovation to avoid cliché/boredom

Verisimilitude - how realistic a text is

Pop promo genre conventions:
Camera:

• Close ups
• Movement - dynamic, not static
• Zooms of performers

Editing:

• Cut to the beat
• Heavy use of filters and effects
• Exposure, saturated colours
• Very fast paced
• Lots of computer generated imagery

Mise-en-scene:

• Setting - grand, luxurious, elaborate
• Costume - elaborate, over the top, expensive costumes
• Lighting - high key
• Props - phallic imagery, sexualised
• Props - grand, glamorous
• Actors - attractive, young adults, portraying an image of perfection

Performance/narrative:

• Abstract
• Singing/dance
• integration between narrative
• Lavish, cabaret
• Disjuncture - without artistic meaning